07 Mar ‘So why should I do PR?’ and other questions…
From explaining what PR was, I was then faced with the task of convincing business owners that it was that important that they’d be crazy to do without it.
And I was met with a hundred objections: ‘I can’t afford it’, ‘I’m getting on nicely without it’, ‘I haven’t got time’ and ‘what on earth do I do that’s newsworthy?’
For a start, PR is a lot less expensive than advertising, and a lot more valuable. When an advert appears in a newspaper, the reader knows that it’s been paid for. When an article appears, it’s written by a journalist, who’s chosen to write about that specific company, he or she thinks they’re worthy of being mentioned. It’s a third party endorsement, and people are more likely to make a purchase when it’s been recommended to them compared to a straight advert.
Media coverage helps you get found by search engines. Customers tend to research a company before making a purchase, so you’ll appear higher up the rankings. That on its own has got to be a good thing, right?
It’s also true that people think ‘I’ve seen X everywhere recently, they must be doing well/must be good’. So creating that visibility is important. If more people are aware of who you are, then there’s more people who will potentially buy from you. You’ll seem like a company that knows what they’re doing, has their finger on the pulse, and potentially even appear larger and more established than you are.
You’re telling people good news about your company. Why wouldn’t you? To me, that seems like a no-brainer. Customers associate your company with lots of positive, endorsed messages which can only be beneficial for you and your brand image.
Have I convinced you yet? If not, then I’ll say to you what I said to those people that gave me one excuse after another. Just give it a go, and see what happens. There’s nothing stopping you writing a press release, and emailing it to a local journalist. That’s not going to cost you anything, apart from your time. It’s easy enough to get started.
And I’ll show you just how to do that in my next blog.