Public Relations is a means to an end, rather than an end in itself. Some common PR goals for startups and other businesses are to secure funding, increase sales, communicate a message, or win new clients. The goals of a PR strategy would then be to help create the factors required to achieve these goals. These often include the following:
Credibility – If your aim is to win new clients, increase sales, or attract talent. PR helps to deliver this by getting your narrative in front of your target audience and building a digital footprint.
Awareness – Once you’re seen as credible, you need awareness to continue to grow. With PR, you can showcase your product and your business through media wins such as professional reviews and guest appearances.
Social proof – This shows to potential investors, customers, or employees why you and your company should be taken seriously. Social proof may be the fact you’re an industry expert or that your business has an impressive portfolio to show off. Earned media is used to communicate this message to your audience.