All of us
would agree that investing in creating a strong, credible image for our
business is a worthwhile endeavor. We also know that long-term,
business-building advertising and marketing activities are absolutely necessary
for sustaining the effective business sales.
of us are not aware that our secret weapon in this continuous game of attracting
new and repeat customers is public relations. This is due to the fact that people’s
attitudes about businesses and buying those products are more affected and prone to change by
public relations than advertising. It is easier for the public to buy a message
if it comes from an independent third party than simply shouting it in an advertisement.
are forced to think of new unconventional ways of reaching our audiences such
as with public relations. A skilled program can help to extend the reach of
your message and deliver it effectively with a high level of credibility. Any
business can benefit from a strategic program that builds
stronger and closer ties with current customers as well as reaches out to potential
new ones. History has shown that a well-known established business or product
has incredible power with consumers and a much higher resale and share value.
Establishing Your Business’
step for you is to establish your company's position in the
marketplace. Then create a specific image and immediate association for your
business and products. Define a single hot button with the greatest relevance
and importance to current and potential customers. For you it may be the pride
a person feels when using your products that they buy, or the feeling that they
are helping the community by doing business with a company that is committed to
their neighborhood or town. Communicating these emotional dimensions of a
company helps to distinguish it from the competition, develop a personal
relationship with your public, and create a warm connection with your business.
Not to be Used as a Quick Fix
mind that to truly benefit from public relations, you must utilize it as a
long-term strategic tool. Businesses are too often surprised by a competitor's
opening of a new location in their area or some unexpected crisis. Then and
only then do they begin to think about public relations by putting together full-blown
media campaigns at the last minute, but it's too late by that point. Do
not use this for a quick fix for it’s a serious marketing tool. The time to
plan a campaign would have been six months before the new bagel shop came to
town, the environmental protection agency began its review of your
manufacturing methods or construction was started on the street in front of
your shop for instance.
has begun to play an important role in all facets of business, including public
relations. It is not coincidental that it is happening at a time when public
relations is being used more and more as the main tool to help to grow companies,
reputations, and bottom lines.
relations is there to keep you from floundering in a sea of adverse public
opinion and to help reposition ailing companies, battered around by a demanding
or disinterested public.