The PR Guru

February 25, 2011

10 Reasons to Use PR #3

Filed under: Uncategorized — richardswancott @ 2:19 pm

Ok, so here’s the latest in our run-down of the best 10 reasons to use public relations to promote your business.

It’s connected to the last one, which was about gaining credibility through third party (i.e. media) endorsements.

BECOME THE INDUSTRY EXPERT

We all want to be the ‘go-to’ business when someone needs our product or service. After all, how great would it be to have enquiries coming to you, rather than having to spend time, cash and resources on bringing them in?

Without the media’s help, this is a pretty hard position to get to, and it could take years. But by organising features in magazines, phone-ins on the radio, and articles on the right websites, you can get there much quicker, and with a fraction of the expense.

Easier said than done, you might say. While it may be a daunting prospect, all it requires is a few carefully written articles, or a few phone calls to the right people.

Start by considering your audience. If your customers work in industry, such as in manufacturing or engineering, you need to look at trade magazines and websites. Alternatively, if you’re in retail, or professional services like financial advice or will-writing, you would be better off prioritising your local radio stations.

Once you’ve done that, you need to relate your expertise to a problem they will be faced with on a regular basis.

Do you have an answer they may not have thought of? Do you have some tips, gathered in your years in the industry, which could help them solve a common problem themselves? Or could you give them some valuable advice, free of charge, which would save them the hassle of ringing a call centre?

If so, you probably have the basis of an article, and depending on what it is, possibly even a phone-in.

Your article should help the reader, without being too ‘sales-y’. One option might be to write a ‘Five Top Tips’ article, for example ‘Five Top Tips on Optimising Your Website’ or ‘Five Top Tips on Writing a Press Release’.

They would make good articles for some business magazines and websites.

A radio phone-in would need to be informative and fun, otherwise no-one will call! So this is where you need to understand the media you’re targeting (and your audience). This is particularly true of BBC local radio stations, which are not allowed to promote companies.

However, while you will rarely find them mentioning company names (apart from in news bulletins), reading out contact details or mentioning web addresses, they could still be a powerful tool for your business.

Take my local radio station, Radio Stoke. For the most part, their listenership consists of people over 50, and the music they play and topics they discuss reflect that. It would be pointless pitching a phone-in about improving business cash flow, or designing a viral game.

On the other hand, they are very interested in things like pensions, legal matters, and gardening. So if you are in any of those industries, it’s well worth contacting your local BBC station.

Right then, time for some examples of industry expert coverage (as promised).

In the past few weeks, we have organised:
1. a feature in Credit Management magazine, on behalf of a client called Octempo RM, on doing business with Brazilian companies.
2. another feature in IFW (International Freight Weekly), for the same client, warning freight and logistics companies on the dangers of back-loading (the practice of dropping off goods at one site, and loading up with more – usually from another company in the same area – to bring back).
3. a radio phone-in on Radio Stoke, for an independent financial adviser (ASC Financial Management), on pensions and investments.
4. an article in Travel Bulletin, for viral game designers Koko Digital, on the benefits of viral games for travel companies.
5. a piece for Energy Engineering magazine, for insurance specialists Nviro Insurance, on the insurance options for companies in the recycling and renewable energy sector.

Hopefully that’s given you a few ideas to apply to your own business.

It’s certainly worth a try – many clients have picked up business this way, and at the very least they will be at the forefront of their target audience’s mind when the time comes.

Business is much easier if customers come to you, rather than you chasing them, and PR is a good way of encouraging them to do that.

(Note: blogs and social media are also options if you’d like to become an expert in your field, but it’s one thing writing the piece, and another thing entirely getting people to read it! That’s a discussion for another day.)

Advertisements

2 Comments »

  1. 10 Reasons To Use Pr 3…

    […]However, while you wil rarely find them mentioning company names (apart from in news buletins), reading out contact details[…]…

    Trackback by Pro Blogger News — February 25, 2011 @ 2:26 pm | Reply

  2. […] 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


RSS feed for comments on this post. TrackBack URI

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Create a free website or blog at WordPress.com.

%d bloggers like this: