Marc Haine argues PR should build lasting community, not chase quick sales. He recommends creating articles and interviews to support your sales team, and emphasizes visibility in Google and AI search results. Start by hiring a freelancer or PR specialist.
PR is not for immediate sales. We're going to get articles out there and we're going to get 50 people to call tomorrow. Forget it. I mean, it does happen from time to time, and which is great, you know, but that's not the intent. It's the long-term goals of how you're impacting the community and building relationships. And if you're in it just for immediate sales impact, don't do it. You won't be happy. Just keep buying ads on Facebook and Google or whatever you're going to do and forget about it. But if you want to make an impact in the community and work with your sales team to give them ammunition they wouldn't have otherwise— articles, interviews, things like this— that they can use to get more business that way, then by all means. And this will make it easier for your people to get you searched out on Google and AI search, which now is very attuned to all these newspaper articles and things like that. So, they show up. So, yes, absolutely. Think through these steps. Hire a freelancer to get started or somebody that knows the PR game and work that way.
