Five Reasons Why Your Business Needs PR

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:

  1. 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!

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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 laura@datgan.co.uk to discuss a PR plan to suit your budget.

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Have you planned your Christmas PR strategy?

If you’ve been to a supermarket recently you may well have huffed and puffed at the prominent displays of Christmas chocolate tins and cracker selections. “It’s only blooming October!” you may have grumpily mumbled under your breath at hearing Last Christmas piped through the speakers.

But retailers have to start planning for Christmas if they want to see a jump in their like-for-like sales in the run up to the big day.

Christmas also offers a golden opportunity for PR. As a former journalist, I know how quiet it can be for reporters in the Christmas period. Just like August, it is often a time where everyone is taking their foot off the pedal work-wise and enjoying time with their families. In other words, not a lot is happening.

Perfect timing for a PR person to come along with some lovely stories to help fill those pages!

If you’ve made your Christmas business plans and have any events to promote or cover, now is the time to plan your Christmas PR strategy.

Even if you think you’ve got nothing happening, Christmas is a great chance to write an article based around what you do. For instance, if you’re in counselling you could create an article giving advice on getting on with your relatives over Christmas. A children’s entertainer could offer tips and tricks on keeping the children amused.

Datgan is just bursting with ideas so please, let’s work together now to get your Christmas campaign ready. That way, when December comes you’ll be free to get on with what you need to do while we secure you some fantastic seasonal media coverage.

Is Your Money Saving Really a False Economy? It Can Pay to Splash Out!

image

This beauty, pictured chilling in my garden yesterday, is a Comma butterfly named because of the white ‘comma’ on its underside.
Commas, along with apostrophes, are commonly used incorrectly in writing. Do you know how to use them?
Every time you write a business communication you are saying something about yourself and your brand. Rightly or wrongly, if you have bad spelling or misuse punctuation some potential customers will think less of you for it and maybe move on to the next brand.
So what can you do? You could spend hours swotting up on grammar and spelling, or you could hire someone who already knows all about it to help. Startups and small businesses often think this extravagant, but the latest thinking on entrepreneurship maintains that you should spend as much time as possible doing what you do best. This is getting new customers and maintaining your current ones. Not checking emails and voicemails, ordering stationery, tidying your desk, fixing a leaking tap, or cleaning. Neither is it spending hours learning how to do something someone else could have been paid to do in an hour, just to save money.
Let’s say you spend six hours swotting up on grammar, writing and rewriting a letter or press release when it really isn’t in your skill set to do it. Not only is the letter or press release likely to be pretty ineffective, you’ve lost six hours where you could have made hundreds or thousands of pounds’ worth of business had you focused on what you do best.
You may be surprised at what you can get for even a modest budget. Your budget may not stretch to a copywriter to write all your communications, but it may stretch to having them proofread and edit things for you before they go out. It may pay for them to tweet and post to Facebook on your behalf, write a killer marketing letter, or just share some great advice.
Sending a clear, consistent message to your current and target customers is vital. If you struggle with writing, consider bringing in some help. Please do call me for a no obligation chat if you think I could help. Datgan – let us tell your story.

 

Dos and Don’ts When Sending a Press Release

DO spend time before starting to decide what your angle is and which readers you want to target.

DON’T waste your time sending to titles whose readership does not fit with your target customers.

DO research titles’ readership demographics, style, reporter contact details and deadlines.

DON’T send a press release that isn’t relevant to a title.
A local newspaper in Bournemouth will not be interested in a fantastic new product by a designer from Blackpool. A design magazine will be interested in a fantastic new product by a designer from Blackpool if it is innovative enough. A local newspaper in Blackpool will also be interested.

DON’T send out a blanket press release to everyone.

DO write different versions for different titles.

DON’T just send your release out and hope for the best.
The contact you have picked could be on holiday or sick leave or your email could get stuck in the spam filter.

DO call to let the journalist know it’s on its way and phone again to check they’ve received it. However…

DON’T bother a journalist when he or she is near their deadline, unless you have a genuine scoop for them.

DO pick a good time and be polite.

DON’T think the job is done yet…

DO keep an eye out for your piece – if you’re happy with it a quick email to say thanks will never hurt. If it doesn’t go in, ring to politely ask why. It may be there has been a busy news period and it will soon be featured. If it doesn’t make the grade, ask why, listen to feedback, improve and learn for next time.

DO remember – these are the bare bones of placing and monitoring a press release. There are other factors such as timing and exclusivity. How to write a press release and thinking about accompanying images will be the subjects of future blogs, so please check back. If this all sounds too difficult or you need further advice:

DO please get in touch with me at laura@datgan.co.uk – I’m here to help.