How PR Impacts Market Visibility in Crowded Industries: Insights from PR Agency Founders

PR Insights

Subham Kumar

May 28, 2024 — 11 min read

How PR Impacts Market Visibility in Crowded Industries: Insights from PR Agency Founders

In today's crowded industries, standing out can be a challenge for companies. Public relations (PR) plays a crucial role in enhancing market visibility and establishing a strong brand presence. But how exactly does PR make a difference, and what data backs up its effectiveness? With the Advertising market in India projected to grow by 4.54% from 2024 to 2029, reaching a market volume of .01 billion in 2029, it's clear that strategic PR efforts can significantly contribute to a company's success.

In tune with this, StartupTalky asked some amazing PR agency founders to share their insights on how PR impacts market visibility and the specific data showing its effectiveness.

Shiva Bhavani, Founder & CEO, Wing Communications
Kishor Barua, Director, Pitchfork Partners Strategic Consulting
Vivek Pradeep Rana, Managing Partner, Gnothi Seauton
Sonali Sokhal, Founder, Intelliquo
Rohini Saldanha, Founder, The PR Stop
Ashutosh Srivastava, Founder, Point One Communications
Caleb David, Founder & CEO, Perez Consulting
Shutapa Paul, Founder, Dharma Media Consultants
Sowmya Iyer, Founder & CEO, Clarity Communication
Kritika Lalchandani, Founder, Apostrophe Communications
Shailesh K. Nevatia, Founder, Grandeavour Communication
Sonalika Pawar, CEO, Bold and Beyond
Shraddha Agarwal Jalan, Co-Founder, Blurb Communications
Ritika Garg, founder & CEO, AvancePR

Shiva Bhavani, Founder & CEO, Wing Communications

Consider the whole of public relations as the art of war in the marketplace. It's the subtle blade that carves a clear path for companies amidst the chaos of competition. Brand recognition, credibility, and stakeholder relationships—these are the pillars upon which PR elevates market visibility. Deploying tactics like press releases, media relations, and thought leadership, businesses emerge from the shadows into the spotlight.

Reflect on this: a mere 1% increase in PR spending can fuel a 1.1% surge in sales. It's the steady drumbeat of PR that imprints a company's name in the minds of its audience. Media's glowing portrayal and nods from industry titans bestow upon a company the mantle of trust. Indeed, 92% of consumers would take the word of an expert over the siren calls of ads.

In this crowded arena, earned media's authenticity trumps paid advertisements, granting PR an unmatched edge. Quantifying PR's influence is akin to capturing lightning in a bottle, yet media mentions, impressions, share of voice, and engagement—these metrics whisper tales of its prowess. Studies corroborate that robust PR strategies can swell a company's brand value by 30% against those with faltering PR fronts.

Monitoring sentiment, leads, and sales tied to PR endeavours reveals the true extent of its return on investment. PR is not just a tool but a masterstroke for companies to distinguish themselves, foster trust, and captivate their audience. With strategic PR campaigns and vigilant impact assessment, businesses don't just compete; they thrive and ascend.

Kishor Barua, Director, Pitchfork Partners Strategic Consulting

A well-planned PR strategy can help in building effective relationships and maintaining a positive image of the company, enhancing visibility, credibility, and trust for the brand. In today’s crowded marketplace, where multiple brands are trying to capture audience attention, PR can help build positive perception for brands, and as the adage goes, ‘Perception is Reality’, and positive perception helps a company stand out in the market.

There are multiple ways to monitor the success that effective PR can have for a brand. There are media monitoring tools that can analyse mentions in the media, further segregating them as positive or negative. Share of voice is an effective data set to track changes in perception for an entity. The rise of social media has been a great boon for PR. Now you can track campaign success by just checking the conversations happening for a brand online. Website traffic data also shows the effectiveness of PR, as does customer feedback.

Vivek Pradeep Rana, Managing Partner, Gnothi Seauton

Visibility isn't just about showing up; it's about showing up differently. In our hypercompetitive business landscape, where countless companies are vying for consumer attention, the importance of communication cannot be overstated. It is essential to create a relevant and resonant narrative with your stakeholders.

Gone are the days when simply having a product or service was enough to attract customers. Nowadays, consumers are bombarded with a barrage of marketing messages from various sources, making it increasingly challenging for businesses to capture their attention. This is where good storytelling comes in.

Strategic communication helps companies establish a strong brand identity, build trust, and foster meaningful relationships with their stakeholders by crafting a compelling narrative. Narrative building plays a vital role in shaping public perception and reputation. It helps companies navigate crises and unfavourable situations, ensuring their brand image remains intact.

In addition, one of the critical aspects of storytelling is its ability to connect with people on an emotional level. By tapping into the emotions of their audience, companies can create impactful and memorable campaigns that resonate with individuals on a deeper level.

Ultimately, by understanding the power of emotions and leveraging them effectively, communication can significantly affect how a company is perceived in a crowded market. It allows businesses to humanize their brand, establish genuine connections, and evoke positive feelings that leave a lasting impression on their target audience. Embracing the emotional facet of communication is essential for companies looking to build visibility and create meaningful and long-lasting bonds with their stakeholders.

Sonali Sokhal, Founder, Intelliquo

PR is a long-term strategy that yields strong results across a period. It works across crowded industries, as a build-up, as well as advocacy. A well-defined PR strategy helps companies stay visible by prolonged exposure to the appropriate target audiences. It also allows brands to create a layered narrative for their brand.

In terms of specific data, we need to measure PR beyond the oft-repeated AVE and impressions. While the most important data today is the number of impressions or eyeballs any outreach can get, other metrics like engagement, share of voice, and tonality are equally important. Ideally, these data sets should be measured across a quantifiable period of time.

Rohini Saldanha, Founder, The PR Stop

If you deploy PR merely to garner visibility, then you are better off promoting your company or self on a billboard. Only the wise will know that when you harness PR as a tool in your marketing arsenal, you are ready to face any challenges that might befall you. You are prepared! It is truly the most effective solution to resolving any of your business problems at any stage of your company’s lifecycle.

Of course, it increases your visibility, but it does more than that. It helps build brand identity, strengthen your brand narrative, and reaffirms the facts, thus setting the record straight while protecting your image and enhancing your reputation and credibility.

While reach be it readership, viewership, likes, or impressions are usually looked at to determine PR effectiveness, they may not necessarily be telling the whole story. I think data unfortunately does not do justice to PR. I wish there was a way that we could analyse emotions, perceptions, and opinions as that is the goal of PR to evoke an emotion, to change a perception, and to form an opinion.

Ashutosh Srivastava, Founder, Point One Communications

Public relations is essential for enhancing market visibility in crowded industries, creating differences and fostering credibility. In today’s hyper-competitive environment where companies battle one another for consumers’ attention amidst a sea of alternatives, strategic PR initiatives are imperative. This is done by crafting compelling stories, disseminating strategic messaging and developing relationships with key stakeholders. By doing so, PR practitioners ensure that their brands cut through the clutter hence always being on top of mind among customers as well as industry insiders.

There are several points to prove the effectiveness of PR in boosting market visibility. One of them being ‘positive media coverage’ which can be linked to building consumer trust. Another point is ‘Earned media’ which is considered reliable above all other sources of information. Tangible indicators such as increased brand mentions, website traffic or social media engagement along with PR campaigns also show its impact.

Caleb David, Founder & CEO, Perez Consulting

Public relations (PR) significantly enhances market visibility for companies in crowded industries. An effective PR campaign is both strategic and sustained, ensuring the brand remains in circulation with relevant narratives and conversations. By maintaining active presence across multiple platforms and formats, a brand can elevate and expose itself, even in a saturated market.

Data shows that companies with consistent PR efforts see higher brand recognition and customer engagement. For instance, brands that engage in sustained PR campaigns often experience up to a 30% increase in media mentions and a significant boost in online visibility, illustrating the tangible impact of PR.

Shutapa Paul, Founder, Dharma Media Consultants

Public relations is what makes or breaks a brand’s identity. We often mistake it to be just press releases or fancy events, but an effective PR strategy can elevate a brand’s recall and embed it into public perception for decades to come. Successful PR campaigns leverage the power of storytelling. While PR’s impact cannot be measured in absolute numbers, we rely on metrics such as media coverage, earned media value, sentiment analysis, and share of voice. A Cision study said that every $1 spent on earned media generates $8 in brand value.

PR enhances brand awareness, recognition, and perception and, consequently, the sectoral leadership of its leaders. People have an affinity for familiar brands, as revealed by a 2023 Nielsen survey that said that 60% of consumers prefer products from familiar brands and 90% trust earned media over traditional advertising. By leveraging ‘earned media’, PR becomes a powerful tool to build thought leadership and demonstrate domain expertise. A LinkedIn study found that 55% of decision-makers rely on thought leadership content to evaluate potential partners.

Sowmya Iyer, Founder & CEO, Clarity Communication

By strategically crafting and disseminating messages to target audiences through various media channels, PR professionals can amplify a company's presence and differentiate it from competitors. I Sowmya Iyer, CEO of Clarity Communication, emphasize the importance of transparency and authenticity in PR efforts, which resonates well with audiences in today's information-savvy landscape.

Specific data indicating PR effectiveness includes metrics such as increased media mentions, positive sentiment analysis, website traffic generated from PR campaigns, and ultimately, measurable growth in brand awareness and reputation.

Kritika Lalchandani, Founder, Apostrophe Communications

Reflecting on my journey with Apostrophe Communications, I’ve come to understand the profound impact PR has on market visibility. It’s a realm where data and creativity intertwine to tell a story that not only reaches but also connects with the audience. Our approach has been transformative, leading to a 120% increase in media exposure for our clients within mere six months. This isn’t just about being seen; it’s about creating a narrative that resonates deeply, turning passive observers into active participants and brand advocates.

Each campaign is a chapter in a brand’s story, meticulously crafted to leave a lasting impression. It’s this commitment to storytelling and strategic communication that has allowed us to outshine our brands in a crowded marketplace.

Shailesh K. Nevatia, Founder, Grandeavour Communication

Public Relations (PR) plays a crucial role in enhancing market visibility for companies in competitive industries by managing their reputation, building brand credibility, and creating positive relationships with the public and media. Effective PR strategies can differentiate a company from competitors, attract attention, and establish a strong presence in the market.

Specific data demonstrating PR effectiveness includes increased media coverage, improved brand recognition, enhanced customer trust, and measurable growth in sales or leads. However, the scope of PR is much more than the measurable data.

PR is not just marketing; it is more about communicating your brand’s message to the general public and the government. In today’s world, where everything is connected, PR has become even more important. In a world connected through social media, it is not just important for companies to have great products. Sending the right message that resonates with the customers is equally important. The essence of PR lies in the impression that it leaves on the minds of the audience.

Sonalika Pawar, CEO, Bold and Beyond

PR plays a crucial role in enhancing the market visibility of companies operating in crowded industries. While many associate PR primarily with crisis management, its influence extends far beyond just damage control. Traditionally, PR serves as a bridge between individuals and brands, facilitating awareness, consideration, and visibility. In today's dynamic landscape, PR has evolved beyond conventional methods, leveraging various platforms to disseminate news effectively. Particularly, social media emerges as a predominant medium, which PR adeptly utilizes to engage audiences.

Effectively executed PR campaigns not only bolster brand recall but also elevate visibility amidst stiff competition within crowded industries. Measuring the efficacy of such campaigns provides valuable insights into their impact. Data analytics play a pivotal role here, enabling companies to gauge audience reach, engagement levels, and sentiment analysis. By harnessing these metrics, organizations can fine-tune their PR strategies to maximize market visibility and stay ahead in highly competitive environments.

Shraddha Agarwal Jalan, Co-Founder, Blurb Communications

If you are a brand in a crowded market such as skincare, F&B, or even personal finance, you need to build credibility to stand out. While there are many ways to establish yourself as a differentiator, PR is a crucial tool that helps maintain visibility among your competitors. Data shows that companies engaging in consistent PR efforts see increased brand recognition and customer trust.

Ritika Garg, founder & CEO, AvancePR

In today's crowded marketplace, Public Relations (PR) is vital for any company aiming to stand out. Effective PR strategies enhance visibility and build a positive reputation, which are crucial for attracting customers and investors. By strategically communicating the company's values, achievements, and innovations through various media outlets, businesses can establish a strong presence and foster trust. This trust not only attracts new customers but also retains existing ones, facilitating long-term success.

Moreover, PR helps manage crisis situations, ensuring that the company maintains its reputation under adverse conditions. Utilizing PR effectively allows companies to differentiate themselves, highlight their unique selling propositions, and compete more effectively in their respective markets. In essence, PR is not just about maintaining a positive image; it's a strategic tool that contributes directly to a company's growth and sustainability.