There is no doubt about it, public relations is the single most cost-effective method for raising brand awareness of new businesses. The majority of its activity can be carried out at a relatively low cost. This is extremely attractive for start-up businesses; especially when the alternative they face is the high cost of other advertising and promotional tools. Despite this, many new businesses often neglect public relations, whilst spending large amounts on advertising. When tech PR is done well, it has the potential to be an extremely effective marketing tool.
Kick-Start Your Brand Awareness
Building a good, solid brand takes considerable time and effort. The customer perception of your brand and your business is a make or break factor. Inconsistent or unplanned branding can lead your business down a deadly road to failure. Raising your business profile and positivity of your brand puts you in a much better position to maximize the value and success of your business. Not only will the media exposure increase your chances of securing new business, but it is shown to directly improve the response to your other marketing strategies.
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We are all faced with advertisements frequently; they have become a part of our everyday lives. As a result of this, our perception of advertising has changed considerably; we just don’t trust messages in adverts.Customers are much more likely to make a purchase based on independent third party endorsement from a journalist as opposed to advertisements. PR presents your brand and products from another perspective and people view it differently. This has the effect of increasing your credibility substantially, because your company will be presented to them in a way that they trust.
What’s Involved in a Successful Public Relations Strategy
So, now that you understand the benefit of implementing a PR strategy, let’s take a look at the methods for actually carrying it out.
The first thing to do is to identify the important journalists, analysts and bloggers in your business area. These are the people that already influence your customers and potential customers. The next thing to do is to create a good reason for them to agree to meet with you. In practice this means creating a news hook and offering them an interesting story for their readership. Once they have met you, and gained an insight into your business they are much more likely to write about you and your products.
When a news story that is relevant to your business and message appears, quickly create a quote that adds value to the story and offer it to your target media via email along with an opportunity for a telephone interview if they want one. This helps to position you as an expert in the eyes of the journalists and their readership.
Regular press releases allow companies to alert the target media to any news that may be of interest to their readers.They are an excellent method for developing and maintaining interest in a company and its progress.
Industry trade shows and exhibitions are often used as a tool for the generation of awareness and interest in an organization, with luck this interest is converted into sales further down the line. Potential presence of influential members of the media also offers an opportunity for you to further build your brand awareness.
Create an email database of the customers and potential customers you need to target. Each month create a newsletter that offers them interesting content about your industry. Add a promotional offer for a limited time only and response rates, and subsequent sales, should be good.
The internet’s influence within a PR strategy has grown substantially over recent years. It has become a very cost effective way to reach a huge audience and can be used to facilitate a number of PR goals. Social networking is becoming hugely beneficial. Sites such as Facebook, Twitter and LinkedIn are very useful for building and maintaining a relationship with potential and existing customers.
A lot of the time, start-up businesses do not have sufficient funding to advertise themselves and reach out to their potential customers. A public relations strategy is an excellent alternative to this and can be a quick and painless method for developing a brand and gaining clients. A successful PR strategy will require a lot of time and resources, so a lot of companies are now choosing to hire an agency or freelancers to handle it for them.
Author Bio:- Daniel Blinman is a PR enthusiastic on a mission to educate others regarding Public Relations. He is blogging on behalf of a PR agency called Eclat. They specialise in Tech PR and are one of the leading technology PR agencies in the UK.