Why PR is a bit like your sales pipeline

If you’ve ever struggled to communicate PR internally, you are not alone. While in many organisations, comms is seen as a strategic function, in others, it can be an afterthought – and this means these businesses are at risk of falling behind when it matters most. Global Head of PR Lottie West explains why – and what you can do.

Picture the scene: you’re on the verge of a big transformational moment in your business journey, all stakeholders are on board, there’s great excitement as this pivotal moment approaches. And then someone asks “do you think we should do some PR around it?”

Believe it or not, this is more common than you would think. Recent research carried out by Fox Agency showed that over 40% of B2B comms leaders feel that key execs don’t get PR, and this disconnect means that businesses are falling behind.

At Fox Agency, we often speak to B2B tech businesses on the cusp of a high-stakes moment. This might be an IPO, entering a new market, a significant funding round, or M&A. PR is a vital tool in supporting these moments of business transformation. But many businesses leave it too late to engage PR support.

But when senior leaders have limited understanding of communications, how can you convince your c-level execs of the value of engaging PR early?

Comms needs to be baked into the process. If you only think about PR once all the other pieces are in place, you are leaving it too late. Comms needs a seat at the table from day one when planning business transformation, to ensure that messaging and narratives are baked into the process from the start.

PR is a long game, and it can’t be switched on and off. If you don’t invest in building your story and creating a drumbeat of awareness when you don’t have much news, when those high stakes moments come along, it is a lot harder to convince anyone to care. And if a crisis arises and you haven’t invested time in building a positive narrative over a sustained period, then it becomes that much harder to change the story when your back is against the wall.

Building a foundation of awareness and credibility takes time. If you are starting from zero, it takes around six months to start gaining traction and seeing impact. We often hear from businesses that say they are looking for “quick wins”. If an agency promises you this, be wary. While there are always exceptions, driving true impact takes time and consistency.

In many ways, PR is like your sales pipeline. Invest time in building and nurturing it, and while it is unlikely to bear fruit overnight, six to eight months down the line, you’ll see the impact on your reputation and visibility.