PR and media relations are not only effective ways to garner coverage in print, TV or radio, innovative companies and entrepreneurs are utilizing the basic PR methodology to build their brands. A company builds a successful brand by making a deep powerful connection with its market. Branding is about communicating on a basic human level, which is what PR is all about.
No one is going to buy your product or services if they don’t know it exists and this is particularly true in tough economic times. As counter intuitive as it might seem, the slow times are the times that you can’t afford to cut back in your marketing efforts. It has been documented that companies that increase their marketing efforts during a recession can improve their market share as well as their return on investment at lower costs than they can during good economic times. While the competition is out of sight and out of mind, you should be front and center.
Let’s say you have a great idea; you’ve developed some dynamite content and have created a blog that works? Now what? How about launching a public relations campaign around your blog? Try creating an interesting angle or story idea that ties in with your blog and its concept. Come up with some different angles, write a fun, different, controversial, or incisive press release and pitch your blog as a story to the traditional media. If you can generate some media coverage that will give your blog more buzz than you can imagine. Turn your blog into a media story. Develop stories and angles that interest the press, and watch the media buzz build your blog.
Often when change happens in a marketplace companies and business owners go into panic mode. It can be a daunting time for many businesses. Look at the music, publishing and DVD arenas. Seismic changes in those fields are causing businesses to falter and in many cases go under. If you don’t get into a mindset of change, you could remain stagnant, or worse yet, go backward. It’s time to view your business with new eyes. This isn’t always easy. We get locked in our business process and it’s hard to pull away from that gravity field. But if change is happening around you, you’d better be ready to transform. You never know what new opportunities are out there.
The media’s not interested in being sold; it’s interested in finding new, unique and compelling stories – that meet their specific needs. That is something most companies and (to be honest) PR firms, generally forget.