How Does PR Help Your Business?
The practice of public relations seems to be an intangible to many. Why? Because unlike advertising where
you pay someone to develop and place an end product (tangible), PR is not such a sure thing. Practitioners, like myself, focus on writing press materials for your business (every business needs a press kit), generating strong story ideas and pitching to media. However, I can't predict if media are going to be 100% interested or even if they'll run the story right now. PR = patience, and that can be difficult for many small businesses with limited budgets to understand.
Of course, although public relations is great, it's not great for every business. Meaning, there has to be a
good, strong, interesting story or trend to work from.
Why you should pursue PR....
- it generates a credibility you can't get any where else
- third-party endorsements are always the best marketing
- increase customer traffic
- generates interest
- opens doors to additional business opportunities
- helps your business build positive media relations
- can generate future and ongoing news opportunities
--can grow your business
Think of it this way, if you're looking for a doctor you are probably going to ask friends and family for a recommendation. Well, when you pick up the paper and read about a product or service you're more than 10xs likely to buy it because you trust the source making the referral. It may not be a close friend but someone you perceive as a friend - your favorite columnist. Now imagine your business is profiting from this type of "rave review".
You can make PR work for you by really knowing your audience and understanding how to reach them effectively. But more importantly you need a strong and compelling story that will mean something to your target audience.
If you choose to hire one, a good practitioner will help you make a story more timely to generate immediate interest, and they will know the direct routes to your customers. For small businesses, public relations has become the number one marketing tool to grow business.
Public relations is great for:
- Grand openings
- Sales and promotions
- Charity benefits/fundraisers
- Events - anniversaries, networking, performances, etc.
- General stories (business, lifestyle, product, trades)
- and more
And sometimes, you have to create PR opportunities for your business as part of your ongoing marketing plan. If you have questions, contact a professional as a consultant.
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