PR should be an integral part of any business’s overall marketing plan.
Many businesses think that social media and PR are the same thing… but Social Media is a channel through which to broadcast your PR message.
So why should every you have some sort of PR strategy, even though you might have a regular flow of new customers?
Firstly, if you limit yourself to just a few streams of new Customers, you’re going to get in trouble if that flow slows down from reasons beyond your control.
Secondly, every business has a story to tell… so how do you get that message across? You have to be clear about what it is that you want from your PR: Do you want more Business? Visibility in your marketplace? Or do you want to educate the market about a new product or service?
One thing here is clear: if you answered “visibility” – you have to take a long hard look at your Marketing strategy. If 10,000 people “see you” – what good is it if none of them get in touch? If 500 people “see you” but they’re the right people and the content is relevant, and a percentage of those readers/viewers get in touch – that’s where you can start to measure your profit.
Take a close look at your marketing plan, and calculate how you need to communicate with existing and potential customers. For example, does your marketing plan include events that you’re planning to host or attend? How were you planning to promote them? By planning to run your marketing campaign alongside your PR campaign, you will increase the reach of your message without necessarily increasing the cost.
Develop a realistic timeframe in advance for gathering content, making pitches to publications, etc.
Many business owners rely far too much on social media (which is a great tool and an essential part of the puzzle) but there are still many people who don’t use social media regularly. By solely marketing in this way you’re excluding potential customers. Therefore consider more traditional PR channels such as trade press, magazines, newspapers and radio interviews.
In smaller businesses, owners and managers may be too busy working in the business to work on the business. As such, PR falls to the bottom of the list. In this case, it may be worth considering outsourcing your PR to an agency who will have journalist and media contacts and should have a working knowledge of the industry your business operates in. Outsourcing isn’t expensive and is more cost effective than adding someone to your payroll.
The goal with any PR strategy is to do the hard work in advance. Having a good solid strategy is key to realising PR success.
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This post was written by M3evolve
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