What can PR do for a small business?
When launching your small business or a new service or product it is crucial to show your new offerings are trusted, tested and credible. Showcasing this offer using media placements that offer you the opportunity of a non paid for or biased 3rd party to comment and endorsement what you offering or and saying for most businesses this is a great place to start.
When and where is PR most effective?
Using PR as a marketing tactic to achieve the objectives in your business strategy is a good idea at any stage.
Business objectives that can be achieved using PR and marketing communications are:
- Generating brand awareness through exposure – this introduces your brand to your audience letting them get to know who you are, what your brand is about and keeps you top of mind with your ideal customer
- Building brand creditably and trust leading to a loyal and supportive client base
- Showcase the value and benefits of your offerings using client case studies to create vertical market growth (scaling your service/product within the existing line of business)
- Creating an emotional connection with your ideal customers using emotional branding
- Educate your ideal audience on new insights, trends, innovations, solutions and offerings in your industry.
- Perception management or change by profiling you as specialists in your field
- Enrolment, Trials and Market Feedback
What makes a good press release?
A great press release gives valuable credible information to the audience in a memorable shareable way. Understanding your audience and getting their emotional buy into your messaging is what builds the strong brand connections that consistent and sustainable brands are made of.
What other PR activities should I consider?
The media – including journalists, editors and influencers – are the gatekeepers to your ideal customers. By letting them and your market try your services shows them you believe in your offering. When the media publish your valuable organic editorial content across their digital, broadcast, print and social channels they show the world that they support your offering and how you helping others with your offerings.
Some activities you can focus include:
- Media drops – A media drop is a fun and exciting way to capture attention and tell a client’s story to media and influencers.
- Desk activations – A media drop-in and visiting media (editors & journalists) or influencers to grab their attention in person to tell a client’s story.
- PR stunt – A planned event designed to attract the public’s attention to the event’s organizers or their cause.
- Creative engaging campaigns – Campaigns that follow your overarching strategic messaging, captures audience interest, influences their emotional response and inspires them to take action.
- Incentives for sharing – offering strategic partners such as influencers and media an exchange to feature and share your service / product
- Giveaways – Free product or services offered to media’s audience to engage them to try out the service or product
- Loyalty campaigns – a campaign designed to encourage your existing customers to continue to buy form you and expand on what they are buying
- Brand partnerships – Cultivating professional relationships with other key brands to get your business credibility
Can I do my own PR, or do I need an agency?
You can do PR and marketing – and most startups have to due to limited resources. But working out your time investment and what it means in the larger picture on your turnaround and sales is what is most important. Not everyone is a talented writer capable of making emotionally connecting content. We work with clients at all levels – even if you have the capacity for your own marketing, we always suggest a good editor or content strategy accompanied by strong sleek visuals.
We take your content, brand and business and create the consistency to get you to the next level. When you ready.. until then do keep an eye on our blog and webinars to learn more while you DIY you PR and marketing.
How much time and money should I spend on PR?
A minimum of 8-10 hours a month to get the results on a good content PR strategy is essential. However, there are no hard and fast rules here other than ONE – you need to be consistent with what you do.
Budgets range from as little as R3000 for content creation to full PR service going from R6800 to an average of R25 000 per month for startups and small businesses.
How do I get coverage in local and trade publications?
You need great content! It’s the quality of your content, not the quantity of journalists you send to or releases you distribute that makes a successful campaign. It’s about getting your message right – why it matters to your ideal customer/reader in this scenario, andand explaining how you can help them that is at the core of good PR.
How often should I produce press releases?
One article per month – or at least one every 6 weeks – is a way to get started. But for the best results we recommend one article every two to three weeks.
What audiences should my PR activity be aimed at?
Think of your audience as a group of your ideal customer avatars. To appeal to them you need to know the age, gender, beliefs, and culture of who you are talking to. You also need to know why they are your ideal potential customers in the first place. Finally, you need to know where the best place to communicate your ideas to them is. Knowing all this will support the ideal reach of your PR efforts.
What If I am getting no results from my PR campaign?
It’s most likely your content. Your content needs to match the reader of the media publication(s) as well as be of a high quality to stand a chance. If you have well written, valuable and compatible content most publications are happy to publish the story.
However, the media landscape is under immense financial pressure and accepts a limited amount of content for editorial. It’s important to allow two to three months for great results for long-lead media publications and up to one month for shorter lead digital publications. After two months if you don’t see results, revisit your strategy and content. The benefit of going with an agency like us is we see consistent coverage monthly on all our client campaigns.