There are at least 50 reasons why small to medium sized businesses should start a PR program and identify what they can do in terms of execution.
However, you wouldn’t read them all so here are our top 3 (at the moment) and hopefully this will spur you on to make a start.
So instead of “Coming Soon”, make it “Happening Now”.
1. Media outreach
If you run your business successfully, ideally you are doing things better than and differently to your competitors. Even successful businesses need to add to their pipeline with new customers, and improve their branding and company awareness, so why not tell your marketplace why you’re different and better? Here are some ways to inform your marketplace:
a) Write a case study and place it in media serving your market.
b) Have a journalist or influencer try your product or service who will then publish their review.
c) Run advertising.
d) Write a feature or op-ed article and place this in the media.
e) Prepare a Q&A that would appeal to your customers and place it in appropriate media. Refer to this example we just did for our client Placement Solutions.
f) Send a letter to the media offering to provide comment or opinion on particular subjects they would be interested in so when something relative to your topics arises, they can contact you.
g) Issue a press release to the media about your product or service that ties in with something seasonal. Refer to this example for our client Andatech and Valentine’s Day.
2. White paper
Another way to generate leads is to provide something of value to potential customers and in return, they give you their name, title, company and contact details. Write a white paper and offer it to the leading publication in your industry for them to promote to their (large and relevant) database. There can be a cost associated with this.
Your white paper should be an authoritative, in-depth report on your topic that presents a problem and provides a solution. It wants to inform your target market and persuade them why they need to look at the product or service you provide. It has to be based on facts and evidence; it’s not a document that tells the world why your product is the best and they need to buy it now.
You can find more information about preparing a white paper here:
Start a newsletter and/or blog to maintain regular touch points with your customer base. You may be surprised to know that most of your customers don’t know the full extent of what your business does. If they have used just one of your services, they may not know you also do X, Y and Z so think of innovative and interesting ways to let them know.
The newsletter or blog wants to be informative and give recipients something they may be able to use in their business (hopefully like this monthly blog/newsletter!).
Once you have created the content it can by re-used in numerous ways and on social media.
For more PR tips and advice visit:
A: 5a Hartnett Close, Mulgrave VIC 3170
T: +613 9803 2588