PR is often overlooked with all sizes of business – big and small. The adage that all PR is good PR is not true! Like the rest of your business, proper planning can avert any horror stories and properly boost your profile and ultimately your sales.
Communicating your business and promotions in the right way may need some professional guidance if you are not a competent writer or comfortable with putting together an attractive-sounding campaign.
..create a partnership with a company; after all you have services to offer in return which has value, and any good PR or marketer will see value for use in their business
Small businesses tend to use any free or low-cost options to achieve these ends and budget may not extend to bringing in an outside company. This should not stop you trying to create a partnership with a company; after all you have services to offer in return which has value, and any good PR or marketer will see value for use in their business. Definitely worth a conversation at least.
Here are some top tips to approach PR from the right angle:
- Planning. This has already been mentioned alongside other parts of the business. Creating a schedule that encompasses all elements of the business. Taking account of seasons. Product launches. External events. Any other calendar-specific happenings. They’ll all prepare you for the time you need to create any campaign. The work required to create a well-thought-out campaign is often underestimated. Prepare well and the right message will come across.
- Communication style. You may need to send out press releases to local media and journalists. This type of communication is different in style to most other comms you will be used to, in that it needs to be succinct and fact-filled. You cannot control what they choose to write for their own use but by giving all the information, factually-correct is vital. Getting your house style or campaign style right from the get-go will go a long way.
- Choose a partner carefully. It sounds obvious but there are plenty of options for help and they can all follow the same patterns. They can assist with communication style, contact news outlets, suggest campaign ideas. Most important is that you really connect with the individual. That they truly understand what your business is about and what you are trying to achieve.
- PR is a process. Like sales, marketing, accounting and production, the process of campaigns is a measurable thing. Where you can see the results and the number of eyeballs you are reaching.
- Clever campaigns are good, the results are better. It is possible to spend far too long trying to come up with an idea that will set the world alight. Rather than looking for creative gold. Trust in solid ideas that produce results. Great ideas come when you least expect them, and not that often!