December 1, 2009 2 Comments
An effective public relations campaign can give you media exposure, credibility, offer you validation and establish you as one of the premiere experts in your field, and, if you actively work your media, it can build your business. If used correctly, public relations is the best form of marketing available for growing your company It is also the most effective way to establish your brand. Why? Being featured in the news builds trust and trust creates consumer loyalty, which builds effective brands. It is possible to build a brand through advertising if you have a multi-million dollar budget and can keep your name, product, service and logo in front of the public on a consistent basis. Yet, even then, there is no guarantee that a break-the-bank ad campaign will create a loyal clientele and build an enduring brand.
This is not to say that you should avoid advertising, but that you do so with realistic objectives. If you’re working with a finite budget ( and these days who isn’t?) you want to develop a well-targeted, focused marketing campaign to establish your name and your company, separate yourself from your competition, reach your target market and credibility and validation. You want your marketing to drive sales and build your business. That’s where an effective PR campaign comes into play.
Find a public relations firm that understands you, your company and your needs. Work together as a team to create a focused message and develop stories that will grab the media’s attention. Use your media in your other marketing efforts. If you’re featured or quoted on CNN or NBC, or in the Wall Street Journal or the New York Times, make sure you let your prospective customers know about it. Amplify your media exposure on the internet using blogs or social media. Now use your media to garner even more media coverage. Establish yourself as an expert in your field. Used effectively, a targeted PR campaign can not only build your company’s brand, but build your business.
Copyright © Anthony Mora 2009