Media Relations and Publicity: Two closely related terms that define the goal of using the media, television, radio, newspapers, magazines, newsletters, and the Internet to sell your product or service through news articles, interviews, and product reviews.
Special Event Planning: Special PR events can include fairs, trade shows, conferences, parties tied to a business theme or relevant holiday, dedications, and celebrity appearances.
Public Interest and Image Building: Fast-growing companies may ally themselves with local charities, sponsor youth sports, and take other steps to communicate their commitment to community and social responsibility.
Increase Sales: By targeting a pool of potential buyers, you can build visibility and thus grow your client base. Each time people read your company name and associate it with something positive, it will reinforce their awareness of your firm and help them differentiate your company from your competitors.
Build Credibility: Business startups often need to build their credibility quickly to compete with more established rivals. By positioning yourself as an expert in your field, you can attract media attention and serve as a quoted source in published articles. As you give interviews and get quoted, professional associations may ask you to give speeches or participate in panel discussions, thus solidifying your credibility.
Forge a Customer Relationship: Emerging-growth entrepreneurs will tell you that it’s not enough to win a new customer. You need to convince a newcomer to come back and buy more. By aligning your PR campaign with your goal of attracting repeat business, you can build consumer confidence and trust. Example: By profiling some of your best customers on your Web site, you send a message that you value your clients and share a stake in their success.
Penetrate New Markets: When you enter a new market or launch a new product or service, you need to alert potential buyers that you’re open for business. Effective PR can draw them in and educate them about what you offer.
Attract Investors: Good PR can introduce you to a range of investors. By presenting yourself as anauthority who operates in the public eye, you show potential backers that you’re a leading spokesperson in your industry. Better yet, an ongoing PR campaign helps you craft an image as a long-term player in your business, rather than someone who’s testing the waters and may not stick around. Investors like to see this type of commitment.