I once read an article that said McDonald's was right up there with Santa Claus as having 100% name recognition around the world. Wow! That is impressive. While McDonald's is a world-wide business, name recognition is just as critical for any size business, whether small to medium, a start-up or an independent practitioner. When people see your name, or the name of your business in the press, it reinforces you as an expert in your field and your product or service as being one of the best in the market. And, in times like these, when business is down and competition is fierce, public relations is the most cost-effective marketing tool to keep your name in the forefront of your current and potential customer's minds. Your name, your photo, your company - written about in print and in on line magazines and newspapers, and/or featured on TV or radio reaching your target markets will help you to stand out from the competition by having a third party endorsement.
As I see it, marketing is made up of three elements: sales, advertising and public relations. Anyone of those three elements can stand alone, but together...if the budget permits, they form an image of your company and brand that drives its success.
Sales, in and of itself, is self-explanatory. And, while the return of investment for advertisement can be of great value to a business, big budget advertising is often cost prohibitive...especially when the marketing budget is tight. Unlike advertising, which anyone can purchase, public relations is not paid for space. When your name or business appears in print, online or via electronic media (radio/TV), you are receiving the coverage because the media think you and your company are newsworthy enough to write about or report on. The value a business receives from major media coverage can not be overstated.
Public relations efforts should always start out as a plan or campaign; created and carried out by a public relations consultant or media relations specialist. A proper plan involves first assessing the client's business and communications needs to determine the best approach for generating results. And, while there a several tactics today being used by PR professionals to help clients gain visibility, recognition and credibility, one tactic that continues to be very effective in generating press attention is the press release. This is a great way to get the media's interest in "your story." Keep in mind that the media has an overwhelming number of news stories to choose from 24 hours a day, so getting the media interested in your business is the trick. You may know what makes your business noteworthy, but can you spin your story from a variety of perspectives to keep your name in the news? Again, this is where a savvy PR professional comes in handy. At Furman Communications we have been crafting newsworthy stories/press releases for clients for almost 15 years that have secured major press coverage both regionally and nationally for clients, helping them further brand their name and grow their business.
When it comes to crafting a press release that will pique the media's interest, there are several techniques to getting it right. A big part of writing a great press release correctly is understanding the media. Media personnel are very busy, and respect for their time is appreciated if you want to see results. Sure you can find sites on line that provide press release examples and steps for writing releases, but to get yours to stand out so the media takes the time to read it, takes special talent and is best left in the hands of professionals who do that for a living. Let me also point out that the media turn to leading newswire sites daily for stories and expert sources, so in many cases its best to distribute press releases via a reputable newswire service, such as PR Newswire, Marketwire, or Business Wire. There is a fee involved in using these wire services, but I have found them to be worth the investment. Wire services help to increase your search engine optimization and they provide extensive reports for tracking your press release coverage.
Before trying to put together a public relations plan yourself, talk to a professional to determine if your efforts will generate the results you desire. Oftentimes, a professional public relations consultant can put together a plan that will, in the end, save you time and effort as well as get you the results you seek. The impact of media exposure and the value PR support provides for any business is simply priceless!
For more information about how public relations can help increase your business' visibility and credibility, and in turn help grow your business, please post your comments below or contact Robyn Axner-Davis, President, Furman Communications, at robyn@Furmancommunications.com
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