Every firm, regardless of it type or size, has a reputation to uphold that ultimately effects its success. This image is exuded via the company’s daily connections with its customers, suppliers, employees and the community in the geographical area where it is based.
Every business can develop its reputation using PR. The image of any company is invaluable asset.
Q. I run a new web-based home wares retail website and my target market is predominantly female homeowners aged 30 plus, why should I use PR to attract new customers and sales opportunities?
A. How do people find you? At the moment, they may do a search engine search for a product and from that they will also find everyone else who sells the same product. The competition is tough and it’s likely to get tougher in 2018 if you are relying on this method only to solicit new business. PR is the answer.
There are lots of national consumer magazines that feature pages on home products and they are read by your target market. If each magazine has an average readership of more than 30,000 people, using PR to get free editorial coverage in these publications will give you access to millions of potential customers. This will generate much needed awareness of your company, its exact web address, what it does and offers, and it will also promote sales leads.
Q. Is PR an expensive luxury service reserved for larger companies with big budgets?
A. PR is an investment that can yield tangible results that will contribute to your business success. As mass marketing and advertising campaigns dwindle as people become more discerning and de-sensitised to them, PR is becoming more important. PR is editorial or news, therefore it appears to be the recommendation of a trusted source, the impartial journalist. It doesn’t appear to be blatant advertising.
It doesn’t have to be expensive. There are various different levels of support available to reflect budgets, activity and commitment required. However, in order for a PR campaign to work we do recommend an investment to cover at least two media releases per month during a period of no less than three months initially. This allows for a persistent and consistent campaign to be run on your behalf.
Q. I keep losing out to a competitor who is better known than my company as its name appears everywhere, what can I do?
If you have recently lost out to a competitor because your company’s name and reputation, no matter how good it is, is not well-known or because the potential customer didn’t realise your firm offered the same products or services they were looking for, then it’s time you looked seriously at PR. The promotion of your company’s good reputation needs some serious attention from a professional PR agency with the experiences, contacts and resources to help you out. Call us today and find out how we can help immediately.
Porcupine PR team