How PR Fits Into Customer Buying Decisions

In this episode of PR Explored, host Michelle Garrett, a public relations consultant, author and writer, interviews Sunny Hunt, CEO of Hunt Interaction, about the intersection of public relations (PR) and the customer buying journey.

Sunny discusses the importance of integrating PR with sales and customer success teams to better understand and meet customer needs, ultimately driving revenue and shortening sales cycles. She emphasizes the need for customer-driven PR strategies, the value of customer testimonials, and the impact of consistent messaging.

The episode also highlights the significance of understanding where customers get their information and how to measure PR’s impact on business outcomes effectively.

Sunny also addresses the challenges of cutting through the noise in today’s market and offers actionable advice on using customer insights to craft effective PR campaigns.

00:00 Welcome to PR Explored

00:26 Meet Our Guest: Sunny Hunt

00:44 Introduction to the Customer Buying Journey

00:53 Sunny Hunt’s Professional Background

02:43 Marketing Fridays: A Free Webinar Series

03:59 The Importance of Content Repurposing

05:06 Customer Growth and Retention Strategies

11:01 Aligning PR with Sales and Marketing

15:54 The Value of Customer Insights

23:49 Measuring PR Success Beyond Impressions

27:39 Combating the Status Quo in PR

31:37 The Role of Trade Media in PR

32:14 Voice of Customer Data

32:56 Integrating Sales and PR Efforts

33:30 Leveraging Customer Success Teams

34:36 Breaking Down Silos

35:17 Engaging with Sales Teams

36:41 Understanding Customer Behavior

37:54 Gathering Customer Insights

39:17 Effective Customer Surveys

40:51 Adapting to Market Changes

41:55 Challenges in PR and Marketing

47:37 The Importance of Consistent Messaging

48:44 The Shift in B2B Sales Dynamics

51:17 The Role of PR in Market Expansion

54:00 Cutting Through the Noise

57:02 The Value of PR in Tight Budgets

58:33 Actionable PR Advice

59:26 Conclusion and Final Thoughts

Show notes:

Join Sunny Hunt for Free Marketing Fridays: https://www.huntinteraction.com/free-marketing-fridays/

Hunt Interaction: https://www.huntinteraction.com/

Follow Sunny Hunt on LinkedIn: https://www.linkedin.com/in/sunnyhunt/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

Book a no-obligation call to talk about your needs here.

About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.