Public Relations: Your Key to Business Growth in the New Year – or Any Time of YearWritten by Shannon Cherry, APR
The New Year is here and we all are making our resolutions. What about yours? What’s your business resolution for upcoming year? Taking stock of where a company is and where it's headed is always good to do a couple of times a year.
Businesses that want a leg up on their competition need to focus on boosting their public relations (PR) efforts. This keeps them from going under when economy is weak, and gets them ahead of their competitors when sales start picking up. With economy emerging from recession, now is perfect time to get a fresh start on your PR strategies.
So what exactly is public relations? It's a strategic form of communication that’s used to obtain positive exposure for your company and keep key publics informed. It's news releases, feature stories, interviews, analyst meetings, application stories, speaking engagements, newsletters, websites, product launches and events. It's also developing a key message that differentiates you from your competition and selecting mix of tactics that will get your message to marketplace with most impact.
PR is different from advertising. Advertising and promotion are about salesmanship. Consumers know it and are on defense against being sold something they don't want or need – especially when money’s tight. Public relations is about conveying information. By providing information to consumers directly or through trusted third parties, PR is a cost-effective marketing effort that has a big-payoff: credibility and visibility. That's why PR should play a key role in your business plans in upcoming year.
So what are best ways to use PR to kick-start your business into high gear?
Think of more than just a press release. Media coverage can be an excellent way to influence public opinion, but today's media includes more than newspapers and television. Think outside box to find right medium for your message and your target audience. For example, handing out small gifts bearing your logo, maintaining a presence at trade shows or getting more links to your website are all wonderful ways to generate public relations.
Secrets Of A PublisherWritten by Steven Boaze