How Public Relations can grow your SME - 10 Stories that will get you in the Media - and help grow your business.
Public Relations (PR) has formed part of the marketing mix with large businesses for some time now, with integrated marketing and communications teams with detailed strategies using PR to support key marketing messages and advertising campaigns. However, PR is also perfectly positioned to achieve excellent results as a stand-alone activity - and can be more cost-effective than advertising to boot!
Advertising is paid non-personal one-way communication to increase business - whether that is on television or radio, a billboard, brochure or online on web pages and social media. The same message can be run everywhere, so long as the advertiser has the budget to pay for it. The benefit of advertising is the element of complete control, but it is not quite as believable as PR.
Think about the last advertisement you saw. You knew it was a company saying: "We are the best", and in the back of your mind, you knew that is just their opinion, and not necessarily true.
PR, on the other hand, is about building a positive brand image or reputation of a company by showcasing your products or services as positive news stories or articles in print, online or broadcast media.
PR is about building trust between a brand and its customers, primarily through media exposure and coverage. Remember the last time you read a great review of a product or service in the newspaper or online? Or when you saw a story about someone who solved a problem by using a particular product or service - you were far more likely to believe that news story over an ad right?
A public relations consultant can help you to find those stories about your company, and craft them into a newsworthy piece, and place that in the media consumed by your target customer. These articles are referred to as "earned media" - you have earned the right to be featured in a news story because your company has done something worth covering.
Earned media is considered more valuable than paid media. It is more likely to influence purchasing behaviour because readers think of it as third party endorsement rather than self-promotion.
Many companies don't have the budget for integrated marketing campaigns, and PR can be a cost-effective way to get exposure to your target customers. And every company has a story worth telling. Yes - even yours.
Here are ten ideas for newsworthy stories that can be adapted for most businesses:
If you are interested in learning more about how PR can help your business contact Hamann Communication on +61 (0)415 191 659.
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