PUBLIC RELATIONS PRIMER

Looking to boost your bottom line? Don’t forget your public relations plan.

MARK’S TIPS ON HOW TO CHOOSE A MARKETING COMMUNICATIONS FIRM

When it comes to how your customers view your company, perception is reality. The right public relations firm can help your business put forth its best image.

Consequently, a poorly matched public relations firm will not garner the desired results, leaving both you and your business with a poor image. What follows are a few suggestions to consider when choosing a marketing/communications firm:

• Define what services you want a
public relations firm to provide.
Do you need publicity for a single
event or to create an image in the
marketplace?
• Conduct a search for a firm that
is familiar with your specific industry
and works with clients your size.
• Arrange personal interviews with
key people at the firms that you’re
considering.
• Request written proposals from
each firm once you’ve narrowed
the field of prospects down to
two or three.
• Compare the proposals and
select the firm that best meets
your needs and budget.

(From Mark H. Mahoney’s website. For more information on Mark Mahoney and his firm, visit his informative website at: www.m2pr.net)

Budgets are tight for small business owners, yet the pressure to execute big ideas is greater than ever. Entrepreneurs believe their product or service can revolutionize the way people think, and they should. But, will USA Today care?

Communicating an idea or concept to the marketplace is challenging. Cutting through the clutter is difficult, and convincing a reporter to write your story requires a focused, strategic plan. You must provide the media with a newsworthy story angle, one that affects its readers—now.

Seeing your company’s name in a prominent, national publication is exciting. However, the time and resources needed to accomplish this feat are enormous, with the possibility that it might never happen at all.

Moreover, a mention in USA Today might look good on a company Web site, but will it produce any sort of desirable results for a small business—such as driving customers to the store, or generating sales leads. Developing a communications plan is a key part to driving business growth, and a narrowly focused plan will accommodate the need for big-time results with a smaller budget.

A successful plan will include some form of all public relations tactics, from media relations to special events. A narrowly defined communications plan may focus on trade media, and not newspapers or radio outlets. Additionally, a uniquely planned special event can accomplish many things, including a news conference and grand opening combined into one event. For example, elected officials love ribbon cutting ceremonies, and media love elected officials. An event such as this can reach far beyond those in attendance.

Some research is necessary before a communications plan can be developed. Understand the target audience, and more importantly, understand the market in which you exist. After this information is ready, it’s time to write the communications process.

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