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Sophie Eastwood, managing director of marketing communications consultancy Holistic, writes for Impact on the value of good PR for small firms, and how to achieve it.
In difficult economic times there is a tendency – especially for smaller firms – to move to short-term survival tactics designed to adapt to a change in circumstances. With all eyes on the bottom line, communications can be cut, forgotten or shunted down the list of priorities.
This is a mistake. During the last recession it was the most visible – the ‘loudest’ – organisations that survived and profited most as the market recovered. And in the current climate, where there is work to be found, albeit closely fought, companies large and small should be turning up the volume and shouting about their skills and experience.
One effective way to do this is through public relations (PR) – a proactive approach to managing your reputation and influencing people’s opinion of, and behaviour towards, you by raising your profile and promoting your knowledge and expertise.
In the current market small and up and coming businesses can use this to their advantage, benefitting from a fresh approach and clean sheet with no misconceptions to address. Many are not yet ready to allocate funds to a dedicated PR team, whether consultancy or in house, but with the following principles in place, a smart approach to PR can be affordable and deliver results.
Be clear about your business objectives and why you need PR
Be very clear about what you want to achieve. Are you looking for people to recognise your name? Do you wish to establish credibility in a new market? You may think the reputation you have is not the one you want or deserve; or maybe you’re an innovator, and nobody knows it.
If you don’t know what’s required, undertake some market research – either directly or outsource. Find out what your clients and contacts think about your business and compare it against your own perceptions and plans. Where are the gaps? What do you need to address to bring goals and reality closer together?
PR is a means to an end not an end in itself. It needs to line up with your company’s overall goals and be integrated into wider business marketing development activity to be most effective.
Distinguish yourself
Carve out a niche for your business so people understand where and how you can help them. Many firms base their unique selling points on criteria that clients already expect such as being honest, professional and trustworthy. But you wouldn’t appoint a company that didn’t have these values, so why should one of your clients?
Go a step further and identify strengths and points of difference that define you and your clients’ experience and set you above your competition. You may specialise in a particular sector or area or have specific technical knowledge or experience. Make the most of whatever sets you apart and this will bring a greater competitive edge.
Develop a few bullet points that cover these areas plus salient details about your size, geographical spread and team. All of these help to paint a picture of your firm. The more people understand, the more they can engage. Be positive and position your company in the best light possible, but remember that a strong profile and reputation should always come from an accurate base. These bullets will help make sure that the messages you put out are clear, consistent and attention grabbing.
Understand how the press works
Look at the media aimed at your target areas – who writes for them and what news and issues do they cover? How could your own business and news fit in? Have you done something similar, bigger or better? Do you have an alternative view based on your experience and expertise? Now is the time to put yourself forward.
Get going!
A communications consultant will be able to advise you on what makes a strong news story or viewpoint, which press outlets you should speak to and whether an exclusive is appropriate. They will shape a story into the right tone and language, look after images to accompany a story, handle any follow up questions and provide further details if needed. Their experience of what works and what doesn’t will add value and help focus activity.
There is nothing to stop firms undertaking PR directly – just bear in mind the following:
- Be quick off the mark – late news isn’t news at all;
- Start with the essentials – who, what, where, when and how much (size/value), followed by the most interesting or unusual facts;
- Always return press calls and answer enquiries – your reputation depends on a quick, polite response and the journalist will usually be on a tight deadline;
- Be accurate at all times;
- Remember that the journalist is under no obligation to use your story or angle – it’s up to you to make it as interesting as possible so that they can see the value to their readers;
- Be realistic – look at your story within the wider context of the market and don’t be too surprised if bigger news and companies dominate;
- If you don’t want to read it in print, don’t say it;
- Don’t forget the reader – as far as possible, make your story fit what they will want to read.
Be prepared to give time
PR needs fuel and energy. On a small budget, momentum is everything and a flow of information will deliver a regular amount of noise in the marketplace. As budgets increase, so should the volume – or if you are currently handling your own PR, remember that using a specialist consultant down the line will free up your time to concentrate on your core business.
Be realistic
If budgets are tight you won’t be able to do everything so start with things that will bring the greatest commercial benefit to your firm. Prioritise particular sectors, regions or services and focus your efforts accordingly.
Don’t forget your staff
Your team are your greatest ambassadors and word of mouth is vital for your reputation and securing new business. Make sure your team understands and buys into the messages so that when they are out and about in the market they are also selling the company as effectively as possible.
PR is critical to developing a strong profile and protecting your reputation, which in turn will help with new business and safeguard your future success. With your systems in place, step back and give your campaign a chance to work. While PR is a great asset for helping to punch above your weight, it won’t immediately parachute you to the front page unless the story itself deserves it. A good reputation can take months, even years to build and the best results will come from a sustained effort that has built up over time. But no matter what your size is, or how small your budget, there’s always room to make a little more noise.
Sophie Eastwood is a founding director of marketing communications consultancy Holistic
sophie@holisticgroup.co.uk
www.holisticgroup.co.uk
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