What is PR anyway?
More importantly, how can it help my business grow?
All too often public relations specialists take it for granted that others in the business community know what we do.
Here are five quick facts I always tell to those who ask:
- We create, build and maintain reputations.
It’s all about building trust, loyalty and endorsements with your target audiences. These can be your customer, consumers, journalists or opinion formers like bloggers and celebrities. Positive publicity is all marvellous but when the **** hits the fan (which it invariably does at some point), PR can help to close down the problem by responding in an appropriate way.
- We get you third party endorsements.
As Apple’s Jean-Louis Gassée famously put it, ‘Advertising is saying you’re good, PR is getting someone else to say you’re good.’ We use online and print media contacts, speaker opportunities and social media to ensure people talk about your business or brand in a positive way. There are no guarantees though so if you have skeletons in your business closet you’d better let them
- It gets you bang for your buck.
Bill Gates famously said ‘If I were down to my last dollar, I’d spend it on PR’. Getting talked about in the places that people already trust for opinion – whether it’s newspapers, on the BBC or on your favourite blog, is a sure fire way to create recognition loyalty and sales for your business.
- It makes you seem bigger than you are.
Great PR people use contacts to open doors for you. If you’re a small or medium sized business looking to raise equity, if you’re on a fast track to selling your business or even on the hunt for celebrity endorsement for your brand, PR can help you get there. It gives you publicity and profile and you can just as easily be seen in media alongside multinational brands with budgets of millions, as with start-ups doing it on their own. The media is a great leveller for brands and businesses and that’s why people trust it.
Rachel Clark is Brand Director at Wrapped, a full service marketing agency that helps companies offer truly great content, whether on the web, via social, blogs or in the press. We work at a strategic level to diagnose issues and identify opportunities to inspire, educate and delight your target audiences with campaigns that cut through the noise. @wrappedagency www.wrappedagency.co.uk
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