The PR Guru

February 3, 2011

10 Reasons to use PR, part one

Filed under: Uncategorized — richardswancott @ 1:08 pm
Tags: , , ,

There’s plenty of confusion about what public relations is and what it can do for a business. Most people seem to assume it’s about some Machiavellian character in the shadows, pulling the strings. Or it’s something a big company, local authority or Government department would do.

For that reason PR has a reputation as just being all about spin. While there is some merit in that argument – the aim of a PR campaign is to portray someone/something in a positive light – there is a difference between looking for the positive and massaging the facts/burying bad news, which the Blair/Brown Government was often guilty of.

The fact is, PR can work for any organisation – it doesn’t have to be one in the public sector, or with a massive budget. There are various reasons for this, which I’ll run through over the next few weeks, but first you have to promise me something.

I want you to promise me you won’t be cynical about PR. If you consider PR to be spin, it will not work for you. Keep an open mind, give it a try, and you will get the results you want. There are countless examples and famous endorsements which prove it.

Google and Facebook, for instance, have become massive international brands without spending a penny on advertising (or at least until very recently, in Google’s case). They concentrated on PR and word of mouth to build their reputation. And Google now has enough cash in the bank to pay off the UK’s budget deficit without blinking!

PR could bring you similar success.

Ok, if that was not reason enough to try it, let’s go into a bit more detail.

Here’s reason number one for using PR to promote your business.

IT HELPS YOU SPREAD YOUR INVESTMENT.

Let me explain. Imagine you wanted to promote your business in five different trade magazines, which you have identified as the publications with the biggest circulations, and the best reputation in your industry.

If you were to advertise in all of them, you would have to pay for each magazine you went into. This could cost thousands of pounds – in trade mags the cost of a full page colour ad is usually between £2000 and £3000. So five adverts would, as a conservative estimate, cost you at least £2500.

PR would allow you to get into all of those magazines for free! The only cost involved would be your time, and a few phone calls. So it would save you over £2400, based on our example, which you could spend on other forms of marketing, plough back into the business, or just leave in your bank account.

Not bad eh?! 🙂

And that’s not the only reason! Come back next week for reason number two.

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4 Comments »

  1. Great article Richard.

    Comment by Paul Downey — February 3, 2011 @ 1:20 pm | Reply

  2. […] You’ve probably heard me mention before how a PR campaign can get you into loads of different media titles, including newspapers, magazines, websites and radio and TV stations. If not, we talked about it in our blog on how PR helps you spread your investment. […]

    Pingback by 10 Reasons to use PR, #4 « The PR Guru — March 4, 2011 @ 1:07 pm | Reply

  3. […] they are if you need a recap: 1. Spread your marketing investment 2. Gain third party endorsements 3. Become the industry expert 4. Reach the largest possible […]

    Pingback by 10 Reasons to use PR, #5 « The PR Guru — March 11, 2011 @ 1:18 pm | Reply


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