Too often, companies find their annual advertising and marketing budgets dwindling at alarming rates with nothing to show for it. Every year, advertising space grows more expensive and harder to find. With each pause of the mail cart, business owners nervously anticipate spikes in their sales sheets. And while a whole page ad in a local newspaper, or a billboard on a busy street, or a 30-second slot during primetime television seems like the best way to generate leads… it is not.
I know. We might as well have just told you, “Hey! And guess what! Santa Claus isn’t real either!” Although an exclamation about Santa’s lack of existence would probably have given you less heartburn, the good news is, the best kind of communication you can use is free.
That is right – FREE!
Public Relations (PR) is one of the most important components to running a successful business. The Public Relations Society of America (PRSA) defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” To do so, an individual or company must generate newsworthy communications and events to stay relevant and in the public eye. The news items produced often do not require payment, but are covered by various media outlets in an effort to gain company exposure. Most companies use PR to maintain a specific image in the minds of their customers, investors, employees, and stakeholders.
PR is free and it is easy!
You may be communicating about a new product, spreading news about a recent corporate win, or making a major announcement. Whatever the case maybe, you want to communicate this information publicly. You want your company to stay in the forefront of the minds of your target audience. You want to share the wins of your company with your community, your employees, and your customers. If the news is not-so-great, you want to take ownership of your mistakes, apologize for any wrong doing, and remain positive about the future.
Three keys to great PR
- Always be honest
- Never make promises you cannot keep
- Keep your PR communications in line with your marketing plan where applicable
A list to get you started:
- Press releases
- Social Media
- Press conferences
- Grand openings
- Press kits
- Video releases
Need help getting your PR campaign started? Facebook, tweet, email, call, or just come on by – Lawson Creative would be glad to help!