Guest Blogger: Wendy Dressler
It is an honor to have Wendy again, as our Guest Blogger. She brings her expertise and help in defining and explaining what a Good PR Company can do for you. Read More about Wendy at the end.
How A Good Public Relations Company Works For You
A common misconception made by new business owners is that they can generate their own public relations.
The basis for this misconception is a general misunderstanding of what public relations companies do.
Many business owners and managers believe that a PR team gets your name out there and makes your business known in the area.
Further, they believe by creating a responsive website and setting up social media accounts, they are accomplishing that job and therefore they do not need a PR company. While getting a company “known” is part of public relations, it is not the key factor. The fact is, businesses are known for a lot of reasons that do not result in a good image or a healthy bottom line,
So, What does a PR company do?
Whether your company sells gadgets, tours from Maui, or leads the industry in the hotel and entertainment industry, you must build good relationships in the community and learn how to stay connected all the time.
The old saying “Image is everything” is certainly true in business. Your image must portray your business as honest, responsible, and part of the local and even global community.
A public relations company does not buy advertising. They do not mail out coupons or hand out samples in the mall. A public relations firm promotes the company it is representing in non-paid ways. This means when they get your name in the newspaper (or on the internet) it is because you earned that spot. Not because they paid for it.
Here is an example:
Perhaps your company makes a product that requires a teenager to blow into a breathalyzer and register clean before they can start their car. You can pay for blogs, newspaper ads, radio spots, and television commercials to tell the world how your invention can save lives. That is advertising.
Now, let’s say that you send a team to the local high schools to talk to teenagers about the dangers of drinking and driving. Maybe you can show them how using your device could save the life of their best friend, brother, or sister. Maybe you set up a Plumfund (http://www.plumfund.com/) account to raise money to install the device on the vehicles of local students. A popular editor hears about your work and writes an article for his online newspaper, acknowledging your commitment to the community and your great invention. This is public relations.
Your Public relations team helps you find ways to build your brand and your image. They make sure the right people learn about you. When your company becomes trusted in the community, your customer base will grow. People share your information on their social media sites and it goes viral. The editor may say the same thing about your company that your advertising site did, but people trust that he is sincere and frankly they look at advertising as you trying to sell them something. That puts people in a different frame of mind.
Public Relations – the tools
A PR firm uses a variety of tools to accomplish their goals. This includes:
- Researching products, markets, and competition
- Write and distribute press releases
- Write speeches
- Promotes you on social media
- Responds to negative posts
- Sets up sponsorship for community events
- Creates strategies for growth, and for damage control or crisis
While this is a general summation of how a public relations company benefits their clients, there is much more to share. Before you invest in advertising, make sure you are standing firm in the eyes of the local and online community. This is the prep work you need to hit your goals in record time.
Wendy is a super-connector with Outreachmama who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.
A Special Thank You to Wendy Dressler for her article today. We truly appreciate it.