Any business, whether big or small, will need to have a public relations strategy as long as it operates. It cannot survive without any form of public relations. The simple act of introducing your new restaurant to your neighbors is already a form of public relations. If your neighbors hate you, they will not visit your place.
You see, public relations is not just about your product or brand, it’s also about you because you are part of the brand. So, if you’re planning to start a business, start with yourself first. Be sure you are marketable. The same goes for a PR business. You must establish your trustworthiness and ability first before companies start entrusting you with promoting their brand.
So how do you do that? Read on to know more…
Public Relations and Marketing Must Work Side by Side
Public relations affect sales goals but it does not directly impact sales targets. Public relations work to enhance a company’s brand or image, make it look good. On the other hand, marketing drives revenues and profits.
These two are correlated because sales could go up if consumers who were impressed by the PR branding information goes out of their way to patronize the brand or product. So you can say, PR converts readers into customers.
Experts agree that if public relations and marketing combine, there will be a significant increase in revenue.
Attend Business Events
Product expos are huge opportunities to introduce a product or brand, or create a better awareness of it. If you can be one of the resource speakers, the better. A business event like this is a good way to meet your customers face to face. It also brings them closer to the company because you are able to put a human face to the brand/product they buy. Human relations is important.
Interact with the Community
Just like a good neighbor, it is important to go out and get to know those who are around you. Create a good relationship with your local community. Cooperating with community concerns by way of corporate social responsibility will also hugely impact your business in a positive way.
If you cannot contribute money, at least contribute manpower to simple community projects like a clean-up drive. This will give people a good perception about your company.
Efficiently Manage Negative Issues
They say bad publicity is still publicity. This is true, but what business would want bad publicity? Social media can hugely affect a business – whether positive or negative. It is a great tool to promote a brand or client, to communicate new promotions, and obtain massive exposure through followers.
On the other hand, it is also a tool that could destroy it because negative reviews and comments could spread like wildfire through social media channels.
Public relations managers should regularly monitor the company’s social media accounts for bad publicity. It should immediately address any negative comments and perceptions of the business. Get to the bottom of the issue and resolve it at the soonest possible time.
Never Ignore Internal Public Relations
Public relations is important, and so does employee relations. The company should never neglect the welfare of its employees because they make the company operations function to its maximum. A good management team should have regular communication with its employees, provide them with perks and benefits, allow them to unwind through fun employee activities, etc.
