Notes from the Expert

PR Jeff Thomson

PR can raise and maintain a positive profile for your business

- and make it more successful. Here networker and experienced
PR practitioner Jeff Thomson explains more . . .

What is PR ?

PR, or public relations, is one of the most cost effective ‘marketing tools’.
Any business - large or small – considering marketing, should think about
PR and its many elements which include promotions, publicity, press
relations, newsletters, copywriting, creative concepts, events etc.

They can help businesses and organisations achieve key objectives such
as a great launch, a successful opening, attracting more customers.
Equally PR can be effective helping combat ‘crisis’ situations by getting
‘positive’ messages to the target audiences - customers, suppliers, opinion formers etc.

As part of the ‘marketing mix’ PR stands alongside advertising, exhibitions, direct mail, the web and even networking, as a method of promoting your business and getting it noticed.

PR v Advertising

Many businesses, such as say a new restaurant, automatically think
of advertising in the local press or radio. That involves buying costly
space or airtime.

PR is more creative and can potentially deliver MORE at LESS cost.
PR can generate media coverage in many publications or media outlets,
whereas advertising is restricted to where you can afford to buy.

How expensive is PR ?

First, don’t think of PR as a cost. It is an investment in your business.
It helps create, build and strengthen your business brand, profile and image.

The ‘real’ cost is either in time (if you do it yourself) or financial (if you hire
someone like a professional PR consultant to do it for you).

The PR consultant, either independent or in an agency, can work per project, particularly if it is a ‘one-off’ job such as a launch or opening. If your aim
is more long-term and about building your brand, awareness, reputation,
image, credibility etc, then you are more likely to have a monthly retainer
contract.

The monthly fee is dependent on the PR’s daily rate times the number of days per month required and is usually for a minimum period of three-six months.
So the question to ask is – ‘what is your daily rate’ ? Also, find about any extra
charges. Some PRs offer ‘all inclusive rates’ – check and then decide !

Why hire, if I can do it myself ?

PR is like any service you may wish for your business. The difference between ‘DIY’ and using a professional skilled and experienced in the work, shows
in the results.

A good professional PR will bring creativity, ideas, knowledge, experience
and more chance of positive results. Plus, the PR because of previous work
will know the pitfalls and be able to achieve more in less time.

I like the idea of PR. How do I go about it for my business ?

You can start doing PR at any stage of your business life – pre-launch,
launch, year one, year ten …... The stage your business is at doesn’t matter.
What is important is that you have a ‘message’ to tell.

You need something to say and know who you want to say it to !
That is the basis for any successful PR campaign.

Next, is the option of ‘DIY’, using a friend who knows ‘something’ about
it or hiring a professional.

A good start is using your network to ask around – ‘do you know who…?’
Find out others experiences of PR and learn from them. Maybe they can
refer you to a good realistically priced PR consultant.

You probably won’t need Saatchi & Saatchi – but you don’t need Mickey
Mouse either. So be prepared to allocate some of your marketing budget
to PR.

 

Sounds great, but how do I judge success ?

There are various ways of judging the success of a PR campaign. The most obvious is the number of press cuttings – the column inches gained !
You can then measure them against the cost of the same space if you were
buying it as advertising (PR is usually a lot cheaper !).

But, the ultimate judge is your business success. Has PR generated extra
leads ? Have more people attended ? Are there more customers ? Are sales up ?
Is my business more successful ? The likely answer will be ‘yes’.

JEFF THOMSON PR
‘concepts + copy for marketing’
t / 01282 453038     m / 07711 123 371
e / jeff@jeffthomsonpr.co.uk

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