"Effectively-managed public relations can only lead to continued business success for any organisation"
There are many definitions of what PR actually IS. Two of the most precise come from the Chartered Institute of Public Relations (CIPR) and the Public Relations Consultants Association (PRCA): whose full-blown explanations we have reproduced via the links below.
But, for an easy-to-understand definition, let’s “cut to the chase” – PR is simply a matter of telling people how good you are. Or, in reality, how good you would like them to think you are.
Let’s take an example: you are running a reasonably-sized manufacturing business, or providing a service, or retailing a range of products, and you are making a pretty reasonable profit, and of course you would like to make more. But times are tough at any time, and you have tried advertising, brochures, direct mail, and whatever…
It has been said that half of advertising works – but which half? So how about an alternative - one where all the work and the expense can be targeted to reach EXACTLY the people who actually WANT your product or service.
What the CIPR says (click here)
What the PRCA says (click here)
| This is where PR comes in. Any PR consultant worth their salt will ascertain initially exactly what your target market is, and ensure that a plan of action is worked-out which will reach that target market… precisely.
This will involve a number of activities: usually starting with developing a good professional rapport with the appropriate media, and incorporating liaison with trade and/or professional associations, not to mention your suppliers and even – would you believe it – your customers! Nothing sells better than a good example of a good job well done!
All this and more has to be organised and, since you are the best manufacturer of gubbins, provider of services, or retailer of products, you don’t really have the time.
So, a PR consultancy that knows what it is doing inside-out, regardless of the industry, is what you need. And because you are busy, you want one which will drive the PR activities with the minimum of time investment on your part – except for a quick meeting say every month or so, and authorising specific activities and information to be distributed.
Oh, but what about the cost..? Think nothing of it - where your advertising spend last year seemed immense, roughly one-tenth of that will often be quite adequate, even if it is only a few hundred pounds or dollars a month.
You’ll be surprised just how much can be achieved and at so little cost… and you’ll be amazed how much it will boost your business!
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