Public Relations has numerous advantages over conventional advertising. The biggest reason people do not use Public Relations more in their companies is that they do not comprehend what it is, how it works or how to do it. It is easy just to throw money at marketing and measure your response rate but put a bit of effort into PR and the rewards per dollar can be far greater, although harder to track. See Fresno PR agencies for more info.
Here are 5 great reasons to use PR to promote your business:
1. Lower Price – Writing a press release can take 10 minutes (should you know what you’re performing!). If it is great it could be syndicated across a broad range of media and earn you far much more in exposure than a large marketing campaign.
2. Much more Trusted – People aren’t reading your ad, they’re reading information – and usually news that they think about is coming from a trusted source (their newspaper/ magazine etc). Essentially everyone that reads your news is being referred to you by a “friend”.
3. More Efficient – All web sites and magazines have areas dedicated to marketing and areas dedicated to copy. Studies have shown that people are so used to searching at adverts that their brains can actively censor out the ads, so what are they left looking at? Your press release of course!
4. Redistributed – How numerous times have your ads been picked up from 1 magazine and published in another, or on a web site somewhere? Never! It happens all the time with press releases, just like articles they are your own personal ambassadors constantly working on your behalf and generating interest and leads.
5. Crosses media – A great press release can be sent out to radio, print publications and websites, garnering cross-media exposure, working on multiple levels and with numerous audiences. Compare that to a Google pay-per-click campaign!
Obviously writing a press release that does get picked up and used is not easy. To start with you need to actually have some news. For instance “I just started my own business” isn’t news (unfortunately!). “SomeCompany inc. has won a major contract” or “SomeCompany starts initiative to raise $100,000 for charity” is much much more likely to be published.
Discerning what is information and what isn’t is 1 thing. Having the relevant contacts in the right industry is very another. PR firms make a lot of their cash from the relationships they have with journalists and publishers and it’s something that is really difficult to break into as a total newbie. The most price effective solution would be to find a freelance PR consultant who can work with you to identify what’s news and then leverage their contacts and relationships to make sure your story gets out there and working for you.
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