Apr 25, 2025
Too often, PR is seen as a tool to create awareness at the top of the funnel without a connection to leads or pipeline. But done right, PR can be a powerful driver of trust and conversion throughout the buyer's journey.
Here’s how to better tailor your PR to demand gen:
1️⃣ Create content that nurtures, not just informs: Transform earned media, thought leadership, and interviews into sales-supporting content. A strong byline or quote can serve double duty in newsletters, lead nurturing flows, or even sales presentations.
2️⃣ Build domain authority through strategic monitoring: Well-placed media hits generate high-quality backlinks and social proof. When your brand appears in the right media, it signals credibility to both customers and search engines.
3️⃣ Use PR to prepare your POV: B2B buyers conduct 70% of their research before contacting sales. PR is a key channel for shaping that journey – by educating the market with insights, trends, or contrarian viewpoints.
4️⃣ Track impact, not just impressions: Instead of focusing on superficial metrics, track how PR contributes to the pipeline: redirects to high-intent pages, analyst mentions, or brand searches following monitoring.
5️⃣ Repurpose PR content across channels: Maximize ROI by transforming a strong media placement into LinkedIn posts, blog summaries, internal newsletters, or customer emails. Repetition builds recognition – and saves time for your team.