If you are planning your budget for 2017 and weighing up the advantages of investing into public relations versus advertising, here are some solid reasons why PR can contribute to the bottom line.
People tend to buy from those whom they trust. As consumers, we perceive PR a lot more differently than advertising. When we see an ad, we tend to think that somebody is trying to sell us something. Ads usually imply self-promotion and everyone is aware that the ads are paid-for. Not surprising that most of us are skeptical of it. On the other hand, PR is about the third-party endorsement (be it from a journalist, opinion leader, client etc.), which is much more credible.
A PR campaign may assist you in raising awareness about your product, it’s significantly cheaper than advertising and can lead to tremendous results. Your company will be seen as established and trustworthy, which may secure bigger investment, higher sales, stronger partnerships, more clients flowing in.
PR is not about making a good product out of a bad one. It’s neither about spin, propaganda, managing an image or a news release. It’s about tailor-making your story for those whom you want to embrace it. It’s about the relationships with real people that you build. It’s about conversations and recommendations. It’s about affecting attitudes and changing perceptions.
Know the tools of the trade
There are different PR tools that you might wish to consider when you want to increase your visibility. Here are some of PR approaches you can take:
Media relations. No matter the digital era we all are stepping in, newspapers, magazines, radio and TV remain the key source of conveying your message to stakeholders. Working with media is not limited to sending press-releases and waiting for them to get published, it’s rather content creation that would capture the reader.
Digital. As a result of digital media disruption and interactive content, brands are now having countless possibilities to speak directly to their audiences, often without journalists acting as intermediaries.
Events. This might be anything from open house and production facilities excursions to seminars and round tables. They are tailored for a particular circle to stakeholders that you want to speak to and establish bonds with.
Newsletters. An amazing instrument to keep your stakeholders updated about your developments and achievements. It should be fun, useful, lighthearted and well designed. For many businesses the newsletter remains a strong channel of keeping in touch with clients.
PR is all about dynamics. It is ever and forever evolving – new instruments and tactics are appearing all the time. You need to keep your eyes wide open for change, track trends and keep on studying.
5 tips for using PR to grow your business
There are many good ways to increase the visibility of your business — even if you don’t have a big budget.
I’m inspired by the story of Ukrainian startup Petcube that received hundreds of publications in the international media without paying a dollar.
“Before reaching to the press – make sure you have the news to tell. Blogs and larger outlets just do their business and people who work there are just regular people, try to understand them,” says Yaroslav Azhnyuk, CEO and founder of Petcube. “They want to have stories which will be interesting to their readers, they hate when you lie or try to sell them something and they are generally passionate about cool new things.”
I’m sure this advice works. Here are five tips I’d like to offer to business owners looking to improve their PR presence:
Know your strategy
Being consistent in your communications is nothing to do with a sporadic post on Facebook or a press-release. Neither is it an event once a year. This is an action plan that should inform about your company/product, win loyalty and ideally the devotion to your brand. It’s vital to see the whole picture and think several moves ahead before making an action.
Go digital
Journalists have ceased to be a sole channel of communicating with stakeholders. Research the possibilities of new media – Facebook, Instagram, Telegram, YouTube and take first steps right at the beginning of 2017 to boost your online presence if you aren’t already there.
Tell you story
Start the conversation. Do great staff and make it known. Speak to real people in a language that appeals to them. We face around 3000 messages a day, so as content generators we compete for attention and time of our reader. Only that content is worthy which makes the reader spend time to read your story.
Engage in conversation
I mean the two-way communication, not propaganda. Not feeding news hooks to the media, but understanding the needs of the journalists and giving them good piece of advice to make their jobs easier. This is dealing with feedback, cooperating with opinion leaders. This is ability to listen and to adjust your actions according to what you’ve heard.
Build up your network
Make a list of reporters that cover your topic and become their trusted expert who responds to all inquiries quickly and competently. Have a list of opinion leaders that affect your business and work with them on a daily basis. Find good experts that you can ask for advice in growing your business.
With a bit of effort, willingness, patience and understanding, PR will pay off in a long run.
Olga Pikulska is chief communications officer at the Business Ombudsman Council (www.boi.org.ua). She is also inspiration officer at TARGENTA Communications School (www.targenta.com.ua).
