Monday, December 5, 2011

Did You Know That PR Does Not Guarantee Customers or Exposure?

What Small Businesses Need to Know About PR

Public relations (PR) is a great way for small businesses to get exposure to customers as well as to establish credibility. PR is crucial for small business success, but it's important to note that generating media exposure takes time and effort.

The best way to explain the difference between PR (third party credibility) versus advertising (paid placement) is to use a garden as a metaphor.

Press releases, interviews, media events and newsworthy promotions all play a part in public relations for small businesses. PR must be regularly addressed in order to gain traction. To get started, create a plan. Outline what the next 3 to 6 months may look like or ambitiously plot out an entire year. Brainstorm with colleagues, customers or even family and friends. PR is not a one-time and done notion. Plant the seeds and keep planting them. It could take a good amount of time and effort before the hard work is rewarded.

Follow up with reporters, talk to customers, refine products and services in order to generate PR. PR must be a constant. It doesn't need to take up a lot of time, but it does need time dedicated to it in order to see results.

Giving the time and attention necessary will enable small business owners to reap the rewards. Establishing relationships with journalists takes time. Developing interesting and creative events takes careful thought and planning. However, the more dedicated a business owner is to his or her PR efforts, the better the rewards.

Don't stop there! Once the PR ball is rolling, keep the efforts going. Build off the momentum. Soon, reporters will be seeking experts and will begin calling upon your small business expertise.

What's your PR experience been? Any tips or tricks you'd like to share?

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