Public Relations – Are you missing out?

When business owners think of marketing their products or services, it ’s easy to think of only traditional advertising and marketing.  They fall into the trap of not looking at the whole picture and forget about other important avenues.  While advertising and marketing can be effective, the driving force in today’s business communication is identifying, planning and implementing a high-quality public relations program.
           
Effective public relations is more than just getting ink.  It gains favorable attention and conveys a consistent and newsworthy message to the intended audience.  When presented as news, the message gains credibility that makes it more effective.  An integrated marketing approach that combines advertising with media relations efforts will be much more effective in keeping your brand top of mind.
           
Public relations can take a variety of avenues, including news releases, newsletters, annual reports, media kits, press tours, feature stories, special events and presentation materials.  Public relations needs will vary by company, but they should always be used in conjunction with a coordinated strategic approach.
           
Planning should be the first and most crucial step in implementing an effective campaign.  Doing PR without it is a bad idea that can cost time, money and reputation.  PR efforts should be directed by a comprehensive, step-by-step plan that supports the image you want to promote.  An effective PR campaign will have several key points, including research, situation analysis, campaign goal, audience identification, objectives, strategies & tactics, schedule, budget and evaluation. 
           
An effective public relations person also needs to be aware of the current trends in how your audience is receiving the messages.  The practice of public relations is changing more rapidly now than it has in the last several decades, and these changes are reshaping traditional approaches and boundaries.  Knowing these trends help your business more fully capitalize on opportunities.
           
One of these trends is an ever-increasing overlap between marketing and public relations.  Historically, there has been a distinct difference between these two facets.  Traditional thinking says that PR takes a company’s message to the market indirectly through the editorial side of the media business, while marketing and advertising takes the message directly to the consumer.  Social media outlets such as blogs and vlogs are blurring that distinction because it gives PR more contact with the end users.  By monitoring your blogs, you can have a direct view into your audience’s reaction to your company’s news and announcements.
           
The reality of the public relations process is that it is difficult.  Publicity takes a lot of work and effort – it doesn't just happen.  There must be concentrated efforts on developing relationships with media in order to direct their attention to your message.  Without these relationships, most solicitations for coverage are merely tossed to the side and forgotten about.  Relationships between your organization and opinion leaders, consumer-protection groups and specialist groups also ensure the public is getting what they need and want from your business.
          
Many businesses find that they either lack the resources or simply don’t have the time or knowledge to run an effective PR campaign.  Some have yet to fully realize just how powerful the public relations component is in an overall marketing plan.  All businesses want their brand to stick in the minds of their customers.  There is no doubt that this is true for your business as well.  As we stated earlier, an integrated marketing approach involving an advertising program coupled with a strategic public relations program is vital to your company’s growth.  Neither can survive very long without the other.

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