Gear Up your public relations
"Public relations" is exactly that: managing your relationship with the public. The public is your customers, your business partners, your prospects and your community. And the public relations program you put into place can influence their attitudes, opinions, and buying habits.
Public relations encompasses all your outreach efforts, from communications and media relations to promotions and special events. It puts forth your version of who you are and what you do, comprehensively utilizing a variety of resources to enhance your credibility and visibility. If it's successful, your public relations program gets people talking and thinking positively about your product or service.
Decide where public relations fits in your total marketing program. How can your messages help assure the consumer that your company can help them meet their goals? Then consider how best to spread the word. Look at your local media (television, radio, and newspapers) and consider some not-so-obvious outlets, like service club and industry newsletters. Investigate the special events your community and industry are known for, and determine which are appropriate for your participation and sponsorship.
Carefully craft your message to put forward the image you want. Consistency is key to your success, so make sure the same theme runs through all of your advertising and outreach efforts.
Once you know what you want to say, and know where you want it to go, consider creative ways to get the word out. Remember that your public relations message is more powerful when it's delivered by others (like journalists) rather than by yourself (like advertising). Press releases, special events, press kits and community involvement can all help to position your product as the best of its kind, your company as an exemplary citizen, and you as the expert in your field.
After you have a successful public relations program in place, don't rest on your laurels! Keep in touch with your hard-won contacts. Maintain your community involvement and/or special events, and continuously look for fresh angles to report.
