What is public relations and why should you use it?
There are many reasons which can be associated with incorporation of public relations in your business. Public relations entails dealing with the public while on the other hand media relations is deals with the press to reach to the public. Although the two terms are interchangeably used in businesses communications, they are different in meaning.
Through experience and adventures, I have come to understand that small businesses clients do not understand public relations or even the importance of using public relations in promoting their businesses. In this case, small business owners do not know that sharing their business news and or their brands through the media gives a lot of information and attracts more customers than even advertisements. This is one key advantage of having public relation expertise incorporated in your business.
In this modern era of technology, including public relations (PR experts) in your business is the wisest decision you can make. The reason behind having PR experts is that they are professional publicists who use news media to publicize your business. Through PR art, these professionals generate “public interest which makes your business, messages, products and services have a higher distribution network.” says Lois Gerbe, a Vancouver PR (Public Relations) expert at Magnolia Marketing Communications. In creating publicity, you may fail to realize immediate returns, but you should understand that some people read and know a lot about what you are offering although they have not bought or requested for the services.
In every public relation instance, there are standard procedures which ought to be followed to show professionalism and ethics. PR specialists are well equipped with knowledge, skills, and expertise in every scenario that presents itself. Some of the methods used in creating publicity include the use of magazine/newsletter/newspaper articles, media interview, television shows and radio talks. However, for these methods to prevail, you need to have a specialist who is convincing media outlets to discuss, talk, interview or write about your products and services. Using PR professional services is the primary method of successfully launching, growing and branding businesses today.
Set your goals and then use PR to achieve them
Public relations can be used in crisis management of current trends or incidences which might affect your business. Therefore, this knowledge can be used to solve company’s scandals and challenges to avoid incurring losses. Although there are professions who specializes in crisis management, there are proactive PR specialists whose primary objective is to shape the public perception of your business.
To be able to incorporate proactive PR successfully, you are supposed to know what you want to achieve at the moment and in future. This entails to all the products, services, organization, new business models, brands, target market, etc. In setting up your goals, you need to make crucial decisions which might affect the future expansion of your business. You should know whether you want to be local or international? If you want to take your business to the public or sell it or growing from small to big business. Also, you might consider if you are planning on expanding or selling your business after some time.
After knowing the answers to these questions, you are required to use the following checklist to trigger your publicity goals. The following list is incomplete; you are supposed to check off or add as many as you would like to achieve your goals.
Public relation should help you:
- Boost your income
- Increase your retail and online traffic
- Attract prospective investors to your business
- Increase your company’s name recognition and vision
- Reach more people to advertise your brand your events to increase attendance or participation
- Start and increase membership to your business
- Increase your customers through media
- Create public awareness of the products and services you are offering
- Attract volunteers
- Get support or change a misconception which may arise
- Build your brand’s trust with the industries you’re involved in
- Get more publicity and sales
Therefore, you should take enough time to think before making a decision of involving public relations in your business. The reason behind starting a public relations program is a key to your approach and the angle of conveying your publicity messages. Also, the goals, objectives, and means of advertising message delivery are fully dependant on your reasons for using PR. Since it’s clear that your intentions matter and can affect your business significantly, you should consider getting important advice, suggestions, and opinions from PR experts to make a sound decision.