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What is public relations?
Public relations is basically just that, relations with the public. It can be anything that enables you to be at the top of mind of your customers and potential customers and to maintain a good image in the community.
Why do I need a public relations professional?
For two reasons. One is to get to and stay on the top of mind of your customers and potential customers. The other is to maintain a good image. You want your customers to know of any values that you are offering or any new products or services that you are introducing. You want your potential customers to know that you're there, what you do, why you have a right to do what you do and how it can help them. You want them to think of you when they need your product or service. You want your customers, your potential customers and anyone else out there for that matter to have a positive image of you so that they will be disposed to do business with you. Research shows that people are far more likely to do business with you if they consider you trustworthy.
When do I need a public relations professional?
You should keep your name before your customers and potential customers all of the time. You should not wait until you have a crisis. Then, public relations would be at best ineffective and at worst impossible.
Shouldn't I pay attention to my ongoing bills before I do something like hire a public relations professional?
There is certainly the temptation to do that. Sometimes, the bills seem daunting and something like public relations just doesn't seem that essential. But, stop and think about it for a minute. We would certainly never suggest that you get behind on your bills. But you must remember that public relations helps to keep your current customers coming and to bring in new customers, just what a business needs to continue paying its bills. The research gives varying numbers but there is no question that, to keep customers coming and to get new customers, you need a large number of impressions out there, continuously. It takes many impressions before people even think of you when considering your product or service.
What do you recommend as the best approach to public relations?
It depends. Each client's situation is unique. And, a client's situation one year can be different than it was the previous year, or than it will be the next year. This is why theCurrier, words & events, devotes so much time and personal attention to what's right for each client at that time. For example, a person who has a product or service that meets a social need and is in line with a topic that has been in the news or who has an unusual product or service has a golden opportunity for a press release. But that is not everyone, all of the time. Sometimes, advertising might be best for you. But, then you need to know where to advertise, and how often. Sometimes, you might be able to plan an event that will generate press coverage. Sometimes, you need to spiff up your image and an update brochure or website is necessary. A public relations professional can help you sort through all of this and find the best avenue at any given time. The key, though, is to keep your name and your image before your customers and potential customers.
Can't I do this on my own?
Maybe. You might be able to write a press release or write and place an ad. But, don't you already have too much to do just to run your business? Wouldn't it be better to leave the public relations to a professional who can do a better job more quickly and more effectively? It gets done and it saves your time.
Public relations seems intangible. How can I measure its effectiveness?
We like to think of public relations as building blocks. For example, you do a press release and it gets good exposure. People know about you. That's an opportunity that you should build on. Advertise. Plan or sponsor an event. Do something to keep your good name out there. Build on each public relations opportunity. Remember, it takes many impressions before people even consider your product or service. Over time, however, you will see results. Track the results and give a public relations campaign at least a year before you decide on its effectiveness.
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