Understanding
Public Relations and What it Can do for Your Business
BY
NOELLE BATES
Director of Corporate Communications,
LogoWorks
Before I joined LogoWorks, I worked as a Director of Public Relations for
a large corporation. In the company cafeteria one day, I began telling a
co-worker, Julie, about some of my job-related frustrations. As I vented,
she looked at me with compassion, nodding periodically to let me know she
was following along. When I was done she sat silent for a moment and then
admitted sheepishly, "I'm not sure what it is you do."
I invited
her into my office to give her a quick tutorial about public relations,
and as I finished she exclaimed, "I had no idea that's what public
relations was! You know, my dad has a small business he's really trying to
get off the ground. He could really use some PR."
Many small
business owners find themselves in a similar position as Julie's father -
owning or running a small business they're trying to get off the ground.
And for these companies, public relations can be a powerful and
cost-effective tool for doing just that. But before we talk about public
relations for small businesses, let's talk about what public relations is,
and what it is not.
Public relations is the outward expression of
a company to it's "public," i.e., its customers, its community, its
employees - or any other group that it depends on for its success. How a
company communicates with these groups is what is known as "public
relations."
A huge facet of public relations, and one that is
important for small businesses to understand is called "media relations."
Media relations is the arm of public relations that is concentrated on
dealing with the media - working with the media to place stories,
developing relationships with reporters and journalists, and making sure
that the press understands and writes favorably about their company...
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Managing
the Media -10 Tips for Successful Publicity
BY
NANCY MICHAELS
Assuming Andy Warhol was correct when he said everyone will
have 15 minutes of fame in their lifetime, my advice to all? Be prepared
when the editors and cameras come looking for you.
1.
Assuming Andy Warhol was correct when he said everyone will have 15
minutes of fame in their lifetime, my advice to all? Be prepared when the
editors and cameras come looking for you.
2. A media mix is the best formula when marketing your business.
Advertising combined with publicity, direct mail, web site management,
etc., offers up a marketing mix of key ingredients needed to attract and
draw attention-and sales-to your business.
3. Advertising can be short-lived, costly, and not always
believable by consumers. Publicity on the other hand has immediate and
long-term results. You can reprint an article and display it at your
location or send it out as a direct mail piece (with written permission
from the media outlet, of course). There's unparalleled credibility that
comes from a feature story about you in the news. When the public sees a
news story that features your business, you're given instant prestige or
expertise in your industry-and an enduring impression.
4. But remember: Because publicity is objective, you have far
less control over the content of a feature (although a strong press
release and promotional package should help). More than likely, you won't
be the sole focus of the article or news story. Chances are, others in
your geographic area, and perhaps your competition, will be featured as
well... Full
Article
