Many companies use PR but few use it well or understand its true function. Some companies confuse PR with marketing or with sales. Below are some tips to help you understand what PR can do for your business.
PR can launch your company, but you need to prepare.
Is your website press ready?
Is your brand and messaging ready for prime time?
Who will be your spokesperson(s) to the media ? Are they compelling? Have they had media training and are they ready to speak to the press?
Scenario – a prospective client contacts a PR firm and has a product launching in three weeks. They want a PR firm to roll out the product.
Solution and next steps – First of all this should have been planned six months prior or at least three months prior to the launch. However there are still some things that can be done. If the brand, messaging and press kits are sufficient and the product or service is truly press worthy, then a PR firm may be able to achieve some results.
PR can drive leads and traffic to the web site, but if the product or service or the web site isn’t ready, we can’t guarantee that you will see sales. You need to look at the entire marketing mix, sales, lead generation, public relations and your sales organization and the product and service and develop a plan that works for your company for its current size and stage in growth.
Frequently we get calls from prospective clients who want PR but after digging deeper into their business, they may not have the brand or messaging ready and in addition, they may really be seeking a sales department and not really a PR agency. Sales can benefit from PR if the right planning has been in place and if the PR firm has enough time to generate results.
Scenario Two – a client’s sales drops and they call us asking for PR to help a brand that is sinking in sales. There may be many reasons why the brand isn’t selling. Possibly PR may help, but often a full repositioning of the product, messaging and PR strategy and sales strategy may be a more effective integrative approach.
PR is just part of the marketing mix. To be effective you really need an integrated approach that touches these points on an ongoing basis.
Communications and messaging
Public relations, includes traditional PR and blogs and Social Networking
Community Outreach, events, speaking, panels, trade shows, etc.
Sales – a full sales organization with targets, messaging, materials ready to reach out to prospects.
Direct Marketing – email blasts, postcards, mailers, etc.
Advertisements & Directory Listings – print, online and directory listings
PR is often called “unpaid advertising.” It can be a very effective tool especially if your messaging is on point.
Contact se&a to learn more about how we can help your business grow with PR and other marketing based initiatives.
For more information visit: http://www.sandraevansandassociates.com
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