If you’re a small business or start-up you may think that PR is only for big companies. If you do believe PR might be useful to you, you may think it’s too expensive.
But you know who your customers and target customers are, and you know you have to get word out to them. But how? This is where I argue that PR gives you a much better value return on your money than advertising.
With advertising you can blow your budget in one fell swoop. If you’re advertising an event or a one-off offer you might get the result you want, but it may not have any lasting effects.
With PR, your budget can be spent on a mix of PR tools including press releases, community events, social media and digital marketing tailored especially to best reach your target market.
Think about it as a consumer: if you’re thinking of buying something expensive, an advert might bring a product to your attention, but a favourable review or article is what helps you to make up your mind.
PR gets you genuine press or online coverage which holds more sway than an advert. Articles, blogs and reviews are seen as a third party endorsement, while everyone knows an advert has been paid for – if they even look at it.
Each bit of good PR is keeping your name on people’s lips and building up your reputation.
Here are just five reasons why you need PR:
- Blowing your own trumpet.
If you don’t, no one else will.
Single mum gone from living on benefits to giving your family a great life through your business with hard work and a great idea? Share that! Helping young people with an apprenticeship scheme? Tell everyone! Stocking only Fair Trade products? Show off that you care!
- Taking control of your own story.
Tell people what you want to tell and how you want to tell it. The very act of thinking about your story and your PR strategy ensures you plan ahead. This means you’re well placed to make the most of all opportunities. If there’s a positive story to tell, tell it.
- Raising your profile/Building brand awareness
Letting people know you’re there and keeping up a regular flow of communication keeps your name out there and over time builds trust, good relationships and good reputations.
- Establishing yourself as an expert
Appearing in print media regularly, writing blogs and guest blogs, offering to answer readers’ questions in a local newspaper or online chat all help to position you as a leader in your field, and to customers as someone whose products/services are of a high standard.
- Reputation/crisis management
Sometimes you need PR to handle a negative situation, be it a bad online review to a fire at your factory. Having someone on your side who can handle the media, knows what to say and what not to say can be invaluable.
Ready to take the plunge? Call Laura Edwards on 01352 754011 07958 716489 or email firstname.lastname@example.org to discuss a PR plan to suit your budget.