How to Increase Your Brand Exposure in 2018 with Public Relations

How are you managing the reputation of your company?

If you are struggling to find an answer to this question, you may need to re-evaluate your strategy moving forward.

There are certain aspects of your brand’s reputation you have control over, e.g., the way you distribute content through your marketing channels and use website elements to add credibility to your website.

But a news story or a review of your product on a third-party site can be out of your hands.

Your public relations strategy encompasses all these scenarios.

Public relations, or PR, can help expose your business to new audiences.

Simply put, public relations is how businesses communicate with people.

There’s a common misconception about PR. Many business owners I work with don’t have a PR strategy.

They believe it’s only for companies that made a mistake, needing to run PR campaigns to issue apologies or make their businesses look better in the public eye.

While that would fall under the public relations category, that’s not the only reason why you would implement a PR strategy.

Your PR efforts will manage how you spread information. It’s part of your overall branding strategy, except it focuses more on your reputation and communication as opposed to things like your company slogan and logo.

In a digital era, information gets spread faster than ever. That’s why every business needs to have a public relations strategy in 2018.

It doesn’t matter how new or old your business is. Even if you’re trying to create an effective marketing strategy for your startup company, it’s not complete without PR.

I’ll explain everything you need to know about the basic concepts of PR and how it can help your brand gain more exposure.

Differences between PR and marketing

For starters, it’s important for you to be able to separate your PR strategy from your marketing strategy.

Don’t get me wrong: public relations and marketing are very similar. However, there are differences in the goals of these two departments.

marketing vs pr

For example, some goals of your marketing campaigns would be to drive more traffic to your website, get new email subscribers, or drive sales.

While you ultimately want your PR strategy to result in revenue, the primary goal of these efforts will differ from that of your marketing strategy efforts.

There isn’t necessarily a measurable impact on sales from public relations. It’s more of a big-picture strategy.

The goal of your PR efforts would be to improve the reputation of your business. You may already be doing this with things such as:

  • displaying customer testimonials
  • encouraging customers to review your products
  • leveraging social proof

However, these campaigns would be marketing-oriented.

To improve your reputation through PR, you’ll focus on things such as press releases and guest-speaking engagements at industry events. These are indirect strategies to promote your brand.

With a marketing campaign, you’d run a promotion on one of your distribution channels. Do you see the difference?

Ultimately, your PR efforts will still support sales.

main differences

People don’t always buy products. They buy brands.

That’s why PR is so important.

If a consumer buys your products as a result of one of your marketing campaigns, that person has already established a connection with your brand through your PR efforts.

Understand the different types of media

To keep things simple, public relations can be segmented into three main categories:

  • owned media
  • paid media
  • earned media

All three of these will help establish and build your brand reputation. This will help you get one step closer to achieving your goals.

I’ll go into greater detail about each one of these categories to give you a better understanding of how they work.

Owned media

Owned media is any piece of content your company has control over.

Although we are grouping owned media as a function of PR, it’s similar to your marketing strategy.

I’m referring to things such as your blog posts, social media content, and website copy.

For example, if you’re learning how to enhance your content by building infographics, this type of media is owned by you.

You control how it gets created. You control when and where it gets distributed.

Owned media will help improve your overall PR strategy. When someone hears about your brand from another source, you want to make sure the content you own is informative and drives them to convert.

Paid media

To improve the visibility of your marketing campaigns, you may consider using a paid media strategy.

Just as the name implies, this is when you pay someone to display your content.

Social media ads and PPC campaigns both fall into this category.

But for a PR strategy, you may want to consider using social influencers to increase your product credibility.

Influencer marketing has become increasingly popular in 2018.

influencer marketing

Incorporating a paid media strategy will help expose your business to a more specific group of people who fit within your target market.

This is more effective than content that’s distributed to everyone and anyone who just happens to turn on a local news station.

Earned media

Earned media is out of your control, at least to some extent.

Your actions, behavior, and the quality of your products and services are all within your control. If you can get those things right, your earned media should be positive.

However, you don’t have control over what’s said about your brand with earned media.

That’s the biggest difference between paid media and earned media.

paid earned

For example, let’s say your brand or one of your products is reviewed on a third-party website. That’s an example of earned media.

Customers saying positive things about you on social media is earned media as well.

But earned media can also be negative.

Let’s say you did something wrong. In this case, you probably won’t be bragging on your website about your mistakes. That’s not something you’d highlight in your owned media content.

But if a news channel picks up that story and writes an article about your company on its website, it could give people a negative perception of your business.

That said, there’s an old saying I’m sure you’ve heard before:

“There’s no such thing as bad publicity.”

I can’t say I agree with that statement 100%, but don’t let one mistake discourage you too much. Your other PR efforts can still improve your reputation and increase your brand exposure.

Inbound public relations

I’m sure you’re familiar with inbound marketing.

This helps you reach customers through campaigns related to SEO, branding, social media, and content marketing.

But what about inbound PR?

You may have heard of it although you may not be very familiar with it. The concept and application of this term are actually quite simple.

With inbound marketing, you’re targeting customers. That’s not always the case with inbound PR.

Inbound public relations focus on media outlets. Here’s a visual aid to explain the inbound PR methodology:

inbound PR

As you can see, strategies targeting consumers and media outlets involve many of the same marketing channels and types of content.

In the past, I’ve explained how to develop a customer persona that improves conversion rates. You can apply the same concepts to creating a media persona.

Now, you just need to tweak a few things based on whom you’re targeting.

For example, let’s say you’re a local business owner. To help give back to your community, you make a donation to sponsor an event at a nearby high school.

You’re doing this to be charitable, but you also want some recognition for your donation.

In addition to sharing this information on your website, you could make the announcement at an event where you know a local news station would be present.

This increases the chances of getting the story picked up, which will give you positive PR.

Instead of focusing on repeat customers, as you would with inbound marketing, you want to focus on repeat publishers. This makes things much easier for you.

These are the media outlets that will continue running positive stories about your business.

Measuring PR goals

As I said earlier, it’s tough to see the result of your PR efforts with metrics such as sales.

But you can still use attainable goals to see if your public relations campaigns are working.

One of the first things you should do is track your brand mentions.

A brand mention occurs whenever someone talks about your business. This is a form of earned media.

Just because someone mentions your company doesn’t mean they’ll provide a link to your site. You do want that if the mention is positive.

Consider using a tool such as Mention to help you keep track of your brand mentions.


In addition to helping you see what people are saying about your brand, products, or services, Mention can also connect you with potential influencers.

This tool is used by PR agencies, but it also has options for business owners. You can manage your PR efforts in-house instead of outsourcing them.

A mention of your brand may not be a good thing.

You need to take the time to review what people are saying. Sort out the positives, and use this to your advantage.

Reach out to certain websites talking about your brand to help you consistently build backlinks to your website.

With these backlinks, the earned media audience will be able to navigate directly to your site. The combination of more traffic and backlinks will improve your SEO ranking.

You also need to measure your website traffic.

Track new customers.

All these metrics will help you determine whether your PR strategy is working or whether you need to go back to the drawing board.

Responsibilities of a PR manager

Whether you’re looking to hire someone new or promote an employee from within, you need to know what a PR manager does on a daily basis.

For starters, a good public relations manager needs to have outstanding communication skills. That’s because they will be the voice and face of your company at times.

It’s common for the PR manager to be the one who speaks at events.

You should also find someone who has great writing skills. This person will write content, e.g., press releases of news related to your company.

It’s possible for you to use this person to write blog posts and other website content as well.

Find someone creative. And PR managers need to have strong research skills.

They’ll use tools, as I previously discussed, to find out what people are saying about your business. Then they’ll leverage that feedback to benefit your company.

The majority of businesses believe it’s hard to find new employees with the skills required to build and protect the reputation and credibility of their companies.


Even if your new hire has an MBA, it doesn’t necessarily qualify them to do the job of a PR manager.

We know 93% of business leaders say PR is just as important to their companies as every other type of communication method.

Whether you take on these responsibilities, hire someone, or delegate tasks to an employee, these are some of the things a PR manager would be responsible for:

  • write press releases
  • create fact sheets
  • send content to media outlets
  • provide media training to in-house staff
  • meet with external agencies or teams your company works with
  • analyze media content to leverage both owned and paid PR campaigns
  • attend industry events
  • represent the business at job fairs and trade shows

Make sure you find the right person to handle this job. Otherwise, your PR efforts won’t be effective.


Learning how to manage your public relations strategy properly can help improve your brand exposure.

While PR and marketing have many similarities, the two departments are not the same. It’s important for you to know the differences between these two strategies.

Understand how owned media, paid media, and earned media all have an impact on your brand reputation.

Use inbound PR tactics to target media outlets as opposed to consumers.

Track metrics that relate to your PR goals.

Part of having an effective public relations strategy means putting someone in charge of those efforts. You need to make sure that role is clearly defined in your company.

If your company is new to public relations, use this guide as a reference to help you build brand exposure.

How is your company leveraging owned media, paid media, and earned media to improve your PR strategy?


  1. Because of social media, you have more options for your marketing budget than ever before. This is a double-edged sword, however; while this plethora of choices gives you more opportunities to connect with your existing clients and draw in new business, it can also be difficult to prioritize your time and money.

  2. Here is the Model Paper 2019 for improve user expernce and public relations

  3. Salman Kureshi :

    Can Check PUC Model Paper 2019 for both of 1st and 2nd year by KSEEB to getting better score

  4. Sudeesh Kumar :

    Wow..this is so deep man..The difference between PR and Marketing is really important to be noted by the business people..I will start building PR for my company.

    Please do post blogs like these..

    Thank you.

  5. Exhibition Stall Design Company In Mumbai :

    It’s a great article, surely it will help to Increase Brand Exposure in 2018 with Public Relations. Thanks for sharing so informative post. Keep sharing good work.

  6. Wow..this is so deep man..The difference between PR and Marketing is really important to be noted by the business people..I will start building PR for my company.
    Please do post blogs like these..
    Thank you.

  7. It generates a good impression with customer that your brand is popular even before they see your direct marketing.

  8. Compliance Key :

    Impresive bolg! Above articles really helps us how to increase Brand Exposure and also difference between PR and Marketing. Thanks for sharing well done.

  9. skills Cources :

    Impressive blog! Above articles really helps us how to improve our performance in marketing and PR and also generate good impression of our website.Thanks for sharing well done.

  10. Hi thanks for sharing such a great information it really very helpful

    a href=”” title=:Best second hand mobiles in hyderabad”> second hnad mobiles



    Our loans are well insured for maximum security is our priority, Our leading goal is to help you get the service you deserve, Our Loan program is the quickest. We give out loan in any currency of your choice {Us Dollar, pounds, Euro, Dinar, etc} and duration of 1 to 30 years to pay back the loan (secure and unsecured).

    Do you need any kind of loan and have low credit score, Have you find it difficult to get loans
    from local banks and other financial institutions? solution to your financial problem is STEPHEN WILLIAMS LOAN FIRM. The terms and conditions are very reasonable and considerate.

    We offer a wide range of financial services which includes: Xmas Loans, Business Loans, Debt Consolidation Loans, Personal Loans, Car loans, Hotel loans, Student loans, Home Refinancing Loans with low interest rate @2% per annul for individuals, companies and corporate bodies.

    Interested applicants should Contact us via email: Apply and be free from financial bondage.

  12. Canon Printer Tech Support UK :

    I really like your post very post thanks,Canon Printer Tech Support UK 0800-090-3826 Canon Printer Helpline UK

  13. Geek Squad Tech Support :

    Geek Squad Tech Support is a well-known team for customer support in the USA. If anyone has any problem with them about that product then contact

  14. Webroot Geek Squad :

    Well, I must appreciate your efforts in writing blogs. They are informative. But, also keep your website updated with antivirus. For relevant help contact Webroot Geek Squad.

  15. Menang881 merupakan situs agen judi bola resmi Piala Dunia 2018 dan casino online untuk SBOBET, Maxbet terpercaya di Indonesia. promo agen bola

  16. An ideal article which is very important. . Your article is really relevant to my study at the moment, and I’m really happy that I searched your website. However, I would like to see more information about this topic. I’m going to come back here

    easy webinar

  17. Best Buy Geek Squad :

    Thanks for providing such a wonderful experience Article Written by you it’s helpful for me
    For Latest Best Buy Geek Squad Services visit:

  18. Geek Squad Protection :

    Thanks for your post! I believe there are many who feel the same satisfaction as I read this article! I hope you will continue to have such articles to share with everyone!
    If you require Geek Squad Protection visit

  19. Geek Squad Tech Support :

    I really appreciate this article, totally contain the true stuff of information
    If required Geek Squad Tech support for

  20. One of my friend advised me to go through this blog. His words were guys are rocking with informative posts in terms of digital marketing.

  21. Geek Squad Tech Support :

    Thanks for sharing such an important post with us because this post is very important for me. I also care about the safety of your website, to get more information contact Geek Squad Tech Support.

  22. Piles Clinic In Dwarka :

    Thanks for sharing this such a great website. To know about Piles Clinic In Dwarka visit

  23. Bailey Martin :

    Thank you so much for providing us such a informative blog. I’m a technical blogger and publish some blog if any one want to read it then visit my website.

  24. Oracle OpenWorld @018 :

    You need to focus on the target audience so that they will get the information for which they are looking for.

  25. victoria keating :

    If you’re talking about the paper I think you’re talking about, it was published by Sealing, the anti-gm. a nut who has published lots of junk science Buy A Dissertation UK trying to claim that glyphosate causes cancer.

  26. Hi Neil,

    Very nice post thanks for sharing

    This is much helpful for me nice

  27. Nice! Post Thanks for sharing This post do you know one of the best

  28. Effective love spell to fix your broken relationship,divorced on the right track call +1 (206) 785-9633

    My wife is back!!! my name is Alan Travis. I had a problem with my wife six months ago,which lead us apart. When she broke up with me,I was no longer myself,I felt so empty inside .Until a friend of mine told me about one of her spells that helped in same problem too that she found on a television program. i emailed the spell caster and I told him my problem and I did what he asked me to briefly make. to cut the long story short,Before I knew what was happening,not up to 48 hours,my wife gave me a call and she come back to me and told me she was sorry about what has happened, she now tell me every day she love and miss me. I was overwhelmed when she came to me and apologized for every wrong he has done. Now as i speak we are happier than ever before. I’m so grateful to this spell caster Dr. Davi and i will not stop publishing his name on the internet just for the good work he has been doing. To anyone who is reading this article and needs any help, Dr Davi can also offer any types of help like Reuniting of marriage and relationship, Court Cases Curing of all types of Diseases, Pregnancy Spell, Spiritual protection and lot’s more. You can contact him Via this email. ((

    Via website:

    Call or text him: +1 (206) 785-9633

  29. islami robert :

    am here to share with you my life experience on how a great man called Dr gbojie saved me and my marriage.I have been Married & Barren for for 5 years i had no child. i have never been pregnant i was a subject of laughter from my Friends & neighbors, i almost lost my marriage because of this issue.i was so confused that i did not know what to do until i came across this great Dr online and i contacted him at once i was scared weather it was going to work because i never believed things like this before, so i decided to give it a try and i did all what Dr gbojie asked of me and today to my greatest surprise i took in the first time and i gave birth to a bouncing baby boy and now my marriage that was about crashing before is now restored. my husband now love and want me better, Am so happy for everything that have been happening in my life since i met this Dr gbojie .I want to tell all the women/men out there who have a similar situation like mine,that the world is not over YET they should dry up their tears and contact this great man and their problem will be gone or are you also having other problems you can also contact Dr gbojie , here is how you can contact him or contact him via his whatsapp phone number +2349066410185.or contact him on his website :

  30. A perfect article which is essential. . Your article is extremely important to my investigation right now, and I’m extremely upbeat that I looked through your site. In any case, I might want to see more data about this theme. I will return here
    Mushoku Tensei

  31. Sarfaraz shaikh :

    Hey, That was really helpful!
    Keep yp the good work!
    Have a look@

  32. A perfect article which is essential. . Your article is extremely important to my investigation right now, and I’m extremely upbeat that I looked through your site.

  33. Thank you so much for these articles, it’s been helping me with rankings and having a better clarity on how it works.

  34. Thanks for sharing this resourceful information. I have checked the links which you have shared above.
    Cyrus has explained very important factors in detail

  35. Geek Squad Tech Support :

    Well, I must appreciate your efforts in writing blogs. They are informative. But, also keep your website updated with antivirus. For relevant help contact Geek Squad Tech Support.

  36. The Knowledge Review :

    Wonderful article, thanks for putting this together! This is obviously one great post. Thanks for the valuable information and insights you have so provided here.
    Step By Step Flow, Great!!
    Nicely explained, getting accurate results for my website , great work

  37. Great post. Articles that have meaningful and insightful comments are more enjoyable, at least to me. It’s interesting to read what other people thought and how it relates to them or their clients, as their perspective could possibly help you in the future.

  38. Best post ever.Articles are meaningful and helpful. Want to know piles laser treatment cost in delhi ? Visit Dwarka Piles Clinic. For more details visit

  39. Hi
    thanks for sharing this information. If anyone wants to update Aadhar please visit Update Aadhar

  40. I am really impressed after reading this blog post. I would like to thank you for sharing this amazing post with us and i will share it too. I would apply it on

  41. Equity Service :

    Thanks for Sharing with us. Keep up the good job…

  42. I feel that the meat of strategy is indeed the audience, one must first know the audience in order to best communicate your topic.

  43. wonderful post I read so far. The information is much helped me. I thank you a lot and you deserve it. Please write the similar post now and then.

  44. Ellisa patrick :

    Thanks for providing such a wonderful experience Article Written by you it’s helpful for me.
    For best digital marketing strategies , visit Accend Digital Solutions

  45. Another great post from Quicksprout, really in a favor of Inbound Marketing.

    Thanks for the great post and do visit us as well.

  46. Hi everybody. I recently saw a testimony about Dr. Todd in a blog I visit for relationship and dating counseling problems because i had been having serious issues with my boyfriend and we had been dating for six months, he just suddenly changed,he wasnt returning my calls,he started cheating,he was hurting me in many ways i never thought possible and I just thought I should try it*maybe out of desperation of some sort*..and I contacted Dr. Todd..At first everything felt dreamy and unbelievable,his consultations and solution was a little bit easy and strange and I was scared a little coz I heard read and heard lots of stories of fake spell casters,scams and i never really believed in magic..I played along with a little hope and and faith and I sent some few stuffs after everything and it worked like a miracle,everything went to a while new direction,it was and is amazing…I guess it was all good faith that made me read That particular post that faithful day..I hope he could help other people too like he did me…I did a little and I got everything I wanted and wished for*my husband,my family and my life back. Email: or website: Blog: +1 (830) 239 0730

  47. After being in relationship with him for seven years,he broke up with me, I did everything possible to bring him back but all was in vain, I wanted him back so much because of the love I have for him, I begged him with everything, I made promises but he refused. I explained my problem to someone online and she suggested that I should rather contact a spell caster Dr Isikolo that could help me cast a spell to bring him back but I am the type that never believed in spell, I had no choice than to try it, I mailed the Dr Isikolo and he told me there was no problem that everything will be okay before three days my ex will come back begging. I thanked him in earnest hoping he will come back to me because I miss him so much. To my very suprise on the 3rd day he came back begging and asking me to accept him back and he will never leave me again. All this would never had been possible but for Dr Isikolo. I will always and forever recommend you to the world Dr Isikolo This is his contact below: or Whatsapp him on +2348133261196

  48. Hi thanks for sharing such a great information it really very helpful
    MCM Quotes

  49. Great post from Quicksprout, really in a favour of Inbound Marketing.

    Thanks for the great post. Web design

  50. Samaj Infotech :

    I really appreciate this article, totally contain the true stuff of information.
    it’s really very helpful. Website development company

Speak Your Mind