We were fortunate to have Emma Mortimer of Candid PR join us for lunch in one of our recent Pabasso meetings.

We always have a ‘relevant’ speaker attend our monthly Pabasso meetings to add value to our members, and Emma Mortimer certainly did that.

I have always been a huge fan of using PR, not as a tool to sell but as a tool to raise awareness of your organisation - if you don't tell, you can't sell!

So in Emma Mortimer's words:

"What is PR and why does it still matter?"

At its simplest, PR is about telling your story in a way that makes people want to listen.

It sits within the wider marketing sphere, but it plays a very different role. 

Advertising is basically “Our stuff is great, buy our stuff.” 

PR says: “Their stuff is great (from a credible source) and here’s why you should care.”

It’s that third-party endorsement. That credibility. That trust.

In today’s world, where we are bombarded with content every minute of every day, trust is everything.

People don’t just want to be sold to. They want to believe. They want reassurance. They want proof.

PR delivers that.

In the words of one of our Pabasso members;

“Pabasso provided me with access routes to things that I had never even considered, like acceleration funding. Moreover, the introductions to trusted individuals provided a queue jump straight to the top of the region's financial and business decision-makers. Let me say now that this is not a referral type of organisation, but more of a like-minded group of CEO’s who are pooling their combined experience to provide direct answers to business problems. This is done under the stewardship of the Chair, who has been remarkable in his input into my personal development and the development of our business. Accepting the invitation has been maybe one of the cleverest decisions I ever made”.

If this resonates with you and you would like to find out more about the value  MDs and CEOs of Yorkshire-based SMEs get from being part of Pabasso, then please drop me a note at rad@pabasso.com, and we can arrange a confidential chat to see if we can help you progress.

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