Rethink those ads. Here’s why PR works (and costs way less).
In theory, digital ads seem like a no-brainer. You pick your target audience, set the campaign budget, sit back, and let platforms like Meta and Google do the work for you.
If only it were that easy.
According to Fast Company, Google ads had a click-through rate of just 3.7 percent in 2023—down from 17 percent in 2017. That’s if people even saw the ads. Almost half of Americans allegedly use an ad blocker — among Gen Z, it’s a whopping 66 percent.
And we’re not even talking about the price of digital ads.
Here’s what you can expect to pay in 2024 to get in front of just one target buyer. It’s then up to you to make a strong enough impression to get them into your marketing funnel.
In 2024, ads alone just don’t cut it. Savvy brands know there’s a better way to get in front of their target buyers: PR. That’s because PR offers something ads can’t: trust, authenticity, and credibility.
Let’s dive deeper.
1. People trust media, not ads.
Fact: people are tired of ads. They scroll past them, use ad blockers, and tune out during commercials. With so much noise, even the best ad campaign can get lost in the shuffle.
PR, on the other hand, gets your brand into trusted spaces. Whether it’s a glowing article in a top-tier publication, an interview on a respected podcast, or a feature in an industry blog, earned media gives your brand a stamp of approval that ads can’t.
When a journalist or influencer covers your brand, it comes with built-in credibility. It’s no longer just you saying, “Look at how great we are!”—it’s a third party telling their audience, “Hey, this brand is worth your attention.” And that’s huge.
2. PR is more cost-effective.
Running ads is expensive. Whether you’re talking about digital ads, print placements, or even billboards, the costs add up fast. But what do you get for all that money? A temporary boost in visibility—until your budget runs out. With PR, the return on investment is often much greater. Once your story is out there, it stays out there. A feature in a major publication can generate ongoing interest, and if it gets picked up by other outlets, the ripple effect can last for months, even years.
PR also opens up opportunities that ads can’t. You can land speaking gigs, podcast interviews, and partnerships, all of which build long-term relationships with your audience instead of the fleeting attention ads deliver.
3. PR can boost your SEO — for years.
When you do get those valuable links from the media and influencers, they don’t just send a bunch of high-quality visitors to your website. Often, those links will pass valuable SEO juice to your website.
That’s because when a high-authority website like a major news site or popular blog links to your site, it can signal to Google and other search engines that your site is a really big deal. This signal can continue for years, boosting your SEO that entire time. I have a photographer client who still gets Google juice from an article in Refinery 29 that ran in 2013.
3. PR can get you in front of buyers, literally.
Let’s face it — ads all start to look the same after a while. Sure, you can hire a creative agency to make your ad campaign pop, but how much can you differentiate yourself when your competitors are spending big money on the same platforms?
With PR, you can stand out as a thought leader in your industry. Wouldn’t you rather be the person getting quoted in the article by a reporter versus the company running the ads that appear next to that article? Don’t you want to be the expert on stage, giving a speech that captivates the room, versus the person running the booth in the hallway?
That’s what PR does. It draws attention to you and sets you apart from everyone else who is just paying to be there.
4. PR builds relationships, not just awareness.
Ads are a one-way conversation. You send a message, hope it resonates, and wait to see what sticks. PR, however, is about building relationships. Engaging with journalists, influencers, and your target audience creates a dialogue that can lead to long-term connections.
Those relationships are key. When you build a reputation with something valuable to say, media outlets will come to you for insights, conference producers will book you to speak, and customers will see you as a trusted source of information. It’s about establishing your brand as a voice of authority rather than just another company vying for attention.
5. PR is authentic and organic.
Audiences today are savvy. They know when they’re being sold to, and they don’t appreciate it. PR gives you the chance to communicate in a way that feels natural and genuine. Whether it’s a heartfelt story about your brand’s mission or an insightful commentary on industry trends, PR lets you connect with your audience on a deeper level than a 30-second ad ever could.
People crave authenticity. They want to know the real story behind the brands they support, and PR gives you the opportunity to tell it—without the gloss of a paid ad campaign. When done right, PR can make your brand feel human, relatable, and, most importantly, trustworthy.
6. With PR, you don’t pay for exposure.
When you do PR right, you shouldn’t be paying for media coverage, op-eds, or speaking slots. That’s because journalists and conference producers recognize the informational
value of what you offer, and they give you access to their audiences for free.
Many people get confused by this. In media outlets, there is a form of advertising called “sponsored content,” which often appears right next to an article written by the editorial team.. With the right strategy, you can get quoted or featured in articles written by journalists. You can also get your own article — with your own byline —published inside media outlets for free.
Is it time to rethink your marketing mix?
If you’re still relying solely on ads to get your brand noticed, it may be time to rethink your approach. Ads can still have a place in your marketing strategy, but they’re not enough on their own — especially in 2024.
Focusing on PR can save you a lot of money and help your brand grow authentically. In a skeptical culture like ours, that’s a smart move.
At The PR Accelerator, we’ll help you grow your brand and accelerate your sales while saving you over 50% on traditional PR retainers. Our clients have been featured in the New York Times, Harvard Business Review, Fast Company, ABC, CBS, NBC, FOX, and more.
Book your free consultation today.
