PR is a component of marketing that has value if well executed. It raises the visibility of a company and builds trust as to its expertise through third parties.

Publishing press releases and strong content written by company principals and endorsed by editors of publications that reach the company’s key publics and stakeholders raises the business over its competitors in their minds. But this isn’t the “end all be all”.

The job of PR is not to merely land a coveted spot on the editorial pages of trade papers and business publications in print and online. PR works well when it creates enough impetus to drive prospective customers to a company website to find out more.

The thing is: when they get there, what are prospects finding? Are they succinctly told about what the company is all about and what it offers for products or services? Are they finding solid content that answers their most fundamental questions? That provides answers to their problems and helps them with solid solutions?

If the website isn’t informative and solid, all of the PR in the world won’t help to generate inquiries leading to new business. Understand that PR doesn’t work overnight. It has to consistently generate press and then be leveraged by the business.

Sending out published articles to potential leads in a B2B setting is desirable because it keeps the company and its expertise top of mind. It can be used in the same way when qualifying potential customers. When prospects need to purchase products or services, they’re more likely to check out the business that takes the time to send out PR pieces more closely.

But here’s the caveat: all PR efforts should be based on honesty, authenticity and transparency. Building trust is about convincing would-be customers that the company’s expertise and ability to deliver is just what they need. It’s also about convincing them that the company is moral, ethical and honest in all of its dealings.

We’ve seen in recent years how the erosion of public trust has led to the collapse of even mighty companies. My advice: When considering using PR as a marketing tool, make sure to use it ethically and well. Done correctly, it will serve your business well.