If you are looking to personalise your business and reach out to customers and potential customers, then PR is the sensible and cost-effective way to do it.
As advertisements are charged by the space they take up, by their very nature they can be costly and they do not give you ample room to personalise the information you wish to give.
On the other hand, a public relations campaign allows you much greater flexibility, but is also much more controllable than you’d imagine as it can include key wording to help give a particular feel to your business and to build a particular image.
By generating multiple story angles designed to reach different media – such as business journals, trade publications for your sector, daily and weekly newspapers, city and regional magazines and major national newspapers and magazines – you enhance the number of published and broadcast stories out there about your business.
And each of these stories educates the public, your existing and potential customers, about what your product/service/event is. There is room for ethos text and empathy, and for relationship building.
Add to this that increased awareness related to PR with online search engines and wow there’s lots more cache to promoting your business in this manner.
Compare the cost of an advert in a publication or on radio or TV with the cost of writing and distributing a press release.
Even a strategic social media ad campaign soon ramps up the costs. But a simple press/media release with press quality photo comes in at £165 plus VAT.
The cost of hiring a skilled, hardworking and creative PR agency to produce professional press releases and place them in the media is a fraction of what you’d pay for advertisements.
Could you spare some of your ad budget to try it out? We always recommend a three-month trial period.
In addition, the articles generated from the initial releases issued by an agency may be viewed by a larger audience than an advertisement, since consumers tend to pay more attention to stories, viewing them as some impartial and credible.