The Power of Public Relations
“The caterpillar does all the work but the butterfly gets all the publicity.”
Many will argue that a great business strategy in tough times would be to push forward while others are falling back; however, we all understand that finding the resources and funds for an elaborate marketing and advertising campaign can be difficult. While you may have cut back on the number of brochures you print or ads you place, one of the most cost-effective marketing tools any business should take advantage of is the power of public opinion.
Unlike advertisements, which can often go unnoticed, public relations leverages awareness about your business through local and national media outlets such as newspapers, magazines, Web sites, radio and television. This exposure can help drive those readers, listeners and viewers to you, opening new business opportunities.
A well-thought-out and coordinated public relations plan is an inexpensive way for you to spread the word about your business, establish you and your company as an industry leader and ultimately, grow your business. Unlike designing a catalog or flyer, basic, yet effective, public relations can be set forth and maintained through a couple phone calls, e-mails or letters a week.
Here are a few things to consider when implementing a public relations campaign.
Determine Your Message
The first step in any public relations plan is to ask, “What sets us apart from our competition? What do we do better, faster and more thoroughly than anyone else?” Consider how your business will be perceived by the public. Once you have identified your key competitive advantages, develop messaging to highlight the benefits of your company. Your message should be reflected in every aspect of your business, from your Web site, brochures and advertising, to how you communicate with the public.
Develop Your Public Relations Strategy