The importance of public relations as part of your marketing mix
What is the importance of public relations? Most small businesses don’t invest in public relations (PR); however, as a small business owner, you must commit to a public relations program to grow your business. What is the return on investment for public relations? Building a stronger brand identity will result in increased awareness and credibility for your business and your products or services. Increased awareness will help you gain interest and credibility in the market.
What is a definition of public relations?
Public relations is about using communication tools and strategies to build relationships with various “audiences,” such as the business community, customers, suppliers, the media, levels of government, and more. Traditionally this is done through press releases, radio, television, newspapers, and magazines. However, in today’s online digital environment, social media and social media have become part of an integrated public relations program. Public relations can influence people’s perceptions and opinions.
Your public relations plan should focus on creating awareness and image of your company and its products and services by:
- Produce stories and articles for the media (both online and offline); Make connections with local media;
- Monitor relevant media channels (such as social media monitoring) for public comments about your business, your market, and even your competition;
- Develop a crisis communication plan and manage the crises that arise and threaten the image of your business and / or product;
- Engaging with the community and target market through special programs and participation in events;
- Develop a social media plan to connect with social media online (there are over 300 but the main networks are Facebook, Twitter, LinkedIn); including press releases from social media, blogs, and forums.
Most public relations plans focus on first identifying the challenge, then building the campaign objectives, then building the communication tactics and messages, and finally monitoring the results and revising them as needed. This work should be ongoing: first one challenge (such as brand recognition), then another challenge (such as brand credibility), then another challenge (such as introducing a new product), and so on.
In today’s digital environment, PR campaigns can be implemented very quickly and the impact of the campaign can also be measured very quickly. Public relations will help you launch social media programs. Learning how to use public relations in your small business is key: Social media and social media provide you with low-cost communication channels, but you still need to learn what to say and how to say it or you can damage your brand identity.
Successful small businesses focus on a combination of public relations, social media, online and offline advertising, direct marketing, and personal selling as part of their marketing efforts to build their brand. Strengthen your marketing plan by adding PR to the plan and making sure to incorporate measures into your campaigns – you need to know what’s working and what’s not working to communicate with your market and your audience.