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Should PR be a part of your marketing mix?
by Harriet Lerner, M.A.
WHY
Should you use public relations as a tool to grow your business?
Since your business is not like certain garden bulbs that germinate in the dark, you need to take it under the light, to be in the forefront of your target audiences. Because studies have shown, and you yourself know, that when you read an article about some person or some business, it is many more times more convincing and impressive than an ad you might run across, you must consider public relations, getting your company's news into print, radio, TV, cable, whenever possible. A public relations professional can help you use the news about your company, can develop a plan to get it in the news and stay in the news in a positive light. A good public relations professional will keep you there; you won't be a "flash in the pan".
HOW
A marketing plan develops a strategy for you to appear in the press regularly, and also to stay in front of your current, past, and future customers. Besides articles in the press, appearances on radio, TV, etc., you will want to reach them by fliers, postcards, newsletters or e-newsletters. You will want to send out something that looks top drawer because that’s how an image is formed about your company. While buying newsletters in bulk might seem cost-effective, you will not be seen to go the extra mile unless you write at least part of it, or engage a professional to write it. Brochures and media kits are still important when someone needs to know about your company. Again, put your best foot forward.
In today’s world, no company can afford not to have a website. While it need not be elaborate, it must convey information about your company at the same time communicating what you stand for, what you do, why you are different, why customers would want to work with you. It shouldn’t be too elaborate – no one needs to be serenaded in the middle of a business day – but it should show that effort went into preparing the content and the design. And most of all, it should be readable.
Extravagant boasting on a website or anywhere else, except perhaps in an ad, will not be effective, or will be seen as a tongue-in-cheek. Are you prepared for that?
WHAT TO LOOK FOR
Look for a firm, large or small, which will give you the attention and reaction time you require. Comb the proposal submitted for the work to make sure there are no extravagant promises because no one controls the press, so no one can guarantee an outcome, only a best effort based on relationships, hard work and professionalism. Look carefully at samples before you even ask for a proposal. Ask to keep one or two pieces and then read them over. Try to ascertain an approximation of how much time will be spent on your account each month and who in the firm will work on it. Inquire about projects; not every piece of marketing needs over a year to complete.
Look for experience in the field of public relations, not necessarily the specialty your firm operates in. Also, remember editors are available through e-mail all over the country, if not the world; an expert PR practitioner knows how to find them. A personal relationship helps but is not always possible or necessary.
How do you pick the right firm?
WHY
Should you use public relations as a tool to grow your business?
Since your business is not like certain garden bulbs that germinate in the dark, you need to take it under the light, to be in the forefront of your target audiences. Because studies have shown, and you yourself know, that when you read an article about some person or some business, it is many more times more convincing and impressive than an ad you might run across, you must consider public relations, getting your company's news into print, radio, TV, cable, whenever possible. A public relations professional can help you use the news about your company, can develop a plan to get it in the news and stay in the news in a positive light. A good public relations professional will keep you there; you won't be a "flash in the pan".
HOW
A marketing plan develops a strategy for you to appear in the press regularly, and also to stay in front of your current, past, and future customers. Besides articles in the press, appearances on radio, TV, etc., you will want to reach them by fliers, postcards, newsletters or e-newsletters. You will want to send out something that looks top drawer because that’s how an image is formed about your company. While buying newsletters in bulk might seem cost-effective, you will not be seen to go the extra mile unless you write at least part of it, or engage a professional to write it. Brochures and media kits are still important when someone needs to know about your company. Again, put your best foot forward.
In today’s world, no company can afford not to have a website. While it need not be elaborate, it must convey information about your company at the same time communicating what you stand for, what you do, why you are different, why customers would want to work with you. It shouldn’t be too elaborate – no one needs to be serenaded in the middle of a business day – but it should show that effort went into preparing the content and the design. And most of all, it should be readable.
Extravagant boasting on a website or anywhere else, except perhaps in an ad, will not be effective, or will be seen as a tongue-in-cheek. Are you prepared for that?
WHAT TO LOOK FOR
Look for a firm, large or small, which will give you the attention and reaction time you require. Comb the proposal submitted for the work to make sure there are no extravagant promises because no one controls the press, so no one can guarantee an outcome, only a best effort based on relationships, hard work and professionalism. Look carefully at samples before you even ask for a proposal. Ask to keep one or two pieces and then read them over. Try to ascertain an approximation of how much time will be spent on your account each month and who in the firm will work on it. Inquire about projects; not every piece of marketing needs over a year to complete.
Look for experience in the field of public relations, not necessarily the specialty your firm operates in. Also, remember editors are available through e-mail all over the country, if not the world; an expert PR practitioner knows how to find them. A personal relationship helps but is not always possible or necessary.
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