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WHAT IS PR ANYWAY? - By Joyce Hansen The Dictionary of Advertising Terms defines public relations as: Activities of persons or organizations intended to promote understanding of and goodwill toward themselves or their products and services. Public relations can be summarized in this simple equation:
I was at a Valentines function and was talking to a lady I have known for over 20 years. She had no idea that I had started my own PR firm. I thought that everyone know what I did for a living who was associated with that group. Lesson learned - Don't assume! What can PR do for Me?
I don't need PR - I advertise - Public relation activities differ from advertising:
Marketing is also different from advertising and PR. Marketing activities identify the needs of the customer and satisfies them at a profit. PR's role is to support and further the impact of the marketing efforts. People know how to find me - When PR is used to obtain publicity, it is supporting the brand and its messages are created to tie in with advertising and other marketing messages. No company is too small for branding. Branding needs to be involved every step of the way right from the choice of the name of your company to your marketing materials. I am sure most of you can identify with Nike - "Just do it". Make your brand just as recognizable. Your business card is usually the first introduction to what you and your company offer and needs to tie into the message you want the person to remember about you. OK, I see the need for PR but why should I hire a PR company
- I can do it myself? PR professionals can provide you with with fresh thinking, outside objectivity and a different creative approach. You may also want to enlist their assistance with planning promotions, introducing new products and selecting target markets. I still want to do it myself - what advice can you offer?
Know what customers, employees, shareholders, etc. think of you, your competition and your industry or profession. A reality check is essential!
Creating and sustaining an image does not allow for waiting for someone to come to you. You must take the initiative to make your presence known, especially in your target markets. It is not a wise investment to join a number of associations but never show up to support the association or attend events. You can make a lasting impression in the most unusual places. I was sitting beside a woman on a bus in New Orleans and my eye was watering to the point that I could not see properly. The woman beside me started talking to me and as a result I worked on a large joint project with her husband and we still remain in touch today. Attending and exhibiting in tradeshows allows you to keep up-to-date with trends, promote your new products and services and meet new people, maintaining contact with people in your industry. (c) Clearly define the Image that you aspire to have - Write down three messages that you want the public to know about you and narrow it down to the one that most clearly and honestly defines the image that you want to project and can back up if tested by your targeted audience. In simple terms, the message should convey who you are, what you do and why the public should care. Your image is the reflection of people's perceptions. Capture the uniqueness, interest and value in what you do. Spread the word! Don't fee daunted. Pepsi-Cola went bankrupt three times before becoming a leading soft drink supplier around the world. Jell-O had to launch a door-to-door campaign product sampling for five years to generate interest in the wobbly dessert. (d) Stress benefits and your uniqueness - People want to know what's in it for them. Skip the claims that you are the oldest, biggest, etc. People want to hear about benefits, guarantees, and quality offered at a reasonable price. (e) Define your audience - Know who you want to reach. It is a waste of time and effort to send your article on fashion trends to all types of magazines. Bodyshop owners won't be interested unless the trend relates to a new paint color that women are raving about. (f) Create and use a marketing plan - Your marketing plan should include a situation analysis, objectives, strategy and tactics, timeline and budget. You can't stay on track if you don't know what path your track is supposed to take. (g) Create and maintain a steady flow of information - To create or change perceptions, you can't just wait for something that favors you to happen. Generate ads, press releases, story ideas, surveys, offer opinions and comments to editors. It is wise to keep different avenues of PR flowing constantly. You want people to say "I see your picture everywhere". (h) Be patient - Images and perceptions are rarely made or changed overnight. Have faith in your plan and pursue it. Talk to everyone you know about what you do. You never know who knows someone who may have a need for your product or service. Be sincere in what you are presenting and representing. But know that what triggers emotional responses - a smile, a warm or sentimental feeling, excitement, recognition, satisfaction are times people remember. Long after a specific great ad campaign has stopped, the package discarded and the brochure yellowed with age, perceptions and images remain. Make yours an image to remember!
Copyright Class Act Connections. All rights reserved. Contact
Class Act Connections to receive your complimentary copy of the
"PR Activities Checklist" and to arrange an "Attraction,
Marketing & PR" consultation. Joyce Hansen, President of
Class Act Connections would be pleased to meet with you personally.
She can be reached at 905-278-0952 or by e-mail at joyceh@classactconnections.com.
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