The world’s favourite entrepreneur Sir Richard Branson once famously said, “Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.”

We all know that PR creates credibility, but what many people don’t know is exactly how critical it is to grow your business.

Here are 3 simple, but often overlooked, reasons why you should employ public relations for your business:

  1. Your competitors are taking your slice of the pie

Something about the idea of dealing with journalists and producing and distributing news seems to ignite a kind of terror in many CEOs. Countless are resentful in knowing that their stories are just as meaningful as anyone else’s and they continue to stress about why their news hasn’t been discovered, yet they do nothing about it.

Next time you see your competitor in the media and feel indignant, remember this: PR can be scary but the company you’re seeing is using it, and they’re using it well. Why are you missing out?

Even if you fall flat every now and then, or your latest announcement doesn’t quite hit the mark, at least each time you are learning. PR isn’t a one-hit wonder and a single press release won’t solve all of your problems. But committing to a little bit of PR and each week will make a critical difference to your business.

  1. You won’t be seen without PR

Unless you’re Apple or Nike, simply having a groundbreaking product or business model won’t get you front-page news. Unless you invest time and focus into developing meaningful, long-term relationships with journalists, your business will probably never get a look in.

PR professionals are the connectors. They know how to grab the attention of media. They’re equipped with the relationships required to connect your brand with its audience. They know how to embrace new and creative ways to get brands message out into the world.

  1. In times of crisis, you’ll want a PR expert on your team

When catastrophe strikes you won’t regret a single dollar invested into your publicist or PR agency. By this time, they’ll know your business inside out, including its key stakeholders, operations and business philosophy and principles. Not to mention PR professionals tend to perform incredibly well in time of crises, unlike those working in the company who are quite often consumed with the actual issues presented by the crises.

Inconsistent messaging, hasty reactions and sloppy media statements are what real PR disasters are made of, and unless you have a professional handling a crises for you, unfortunately you are all too predisposed to a fallout that could prove very difficult to come back from.