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November 2, 2023 19 mins

In this episode, we delve into the crucial role that public relations and communications play in driving revenue for businesses.

Michelle Lyng, CEO of Novitas Communications, shares her insights on how PR can have a direct impact on sales and revenue, and why it is essential for businesses to understand this connection.

Michelle argues that PR should be seen as integral to a business's success: "PR should be as integral to your business as accounting or having a legal strategy. It's critical for success." By enhancing reputation, building relationships, and supporting the sales funnel, PR can have a significant impact on revenue.

She emphasizes the need for education and collaboration within organizations to ensure that PR is aligned with overall business goals. She also provides insights into measuring the success of PR activities and the importance of ongoing evaluation and improvement.

Key Takeaways

  • PR can drive revenue by enhancing reputation, building relationships, and supporting the sales funnel.
  • Awareness, engagement, consideration, evaluation, and purchase are key stages in the sales funnel that PR can impact.
  • Measuring web traffic, share of voice, down funnel prospects, and sales revenue can help quantify the impact of PR activities.
  • Collaboration between PR, marketing, and other teams is essential for aligning PR with overall business strategy.
  • Setting clear expectations, maintaining access to senior leadership, and reporting on PR activities are crucial for success.

About the Guest

Michelle Lyng is the founder and CEO of Novitas Communications, an award-winning, full-service public relations firm based in downtown Denver. She founded Novitas during the Great Recession of 2008 and quickly became best known for her work in issue management, corporate communication and crisis communication in highly regulated sectors, including education, oil and gas, real estate, technology, healthcare and financial services. Michelle has over 25 years of experience in strategic communications and advises a wide range of clients, from Fortune 100 companies to start-ups and nonprofits, on responding proactively and reactively to emerging communications issues.

About the Host

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre.

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