PR firms often get calls from new business owners who realize they need help promoting their product or service to potential customers. They see public relations as “free publicity” and an easy, inexpensive way to promote their new venture. However, many start-up businesses don’t have the budget to engage an outside PR firm, so they usually end up doing initial marketing work on their own – with various degrees of success.
If you are thinking of starting your own business, here are three PR/marketing recommendations that will increase your chance of success:
– Think about marketing before you open your doors. To successfully sell your products or services, your business plan should include some essential information: what you are selling, who you are selling it to, why they would be interested in what you are selling, and how you will sell it. No one should ever begin a business without knowing all of these things in advance because once you open, there are two things that most likely will be in short supply: time and money.
Many new business owners have unrealistic expectations for how popular their product or service will be and how much marketing and PR they will have to do to gain attention. The intense information overload most people experience today makes it difficult to break through with your message. So realistic planning – both for execution and projected results – is essential.
– Public relations is more than media relations. Over the past 10 years, obtaining coverage in traditional media – newspapers, magazines, radio and TV – has changed considerably. Consolidation of newspapers and broadcast outlets and the resulting cutbacks in reporting staff have made it much more difficult to get attention for your story idea or product release. To be successful, you may need to target media outlets specific to your community or consult a professional PR firm to navigate the media landscape.
If your budget is small and depending on the type of product or service you are selling, you may want to investigate other means of promoting your business. Eblasts are effective, if you have the right list, and there are a number of email marketing programs that can help. Direct mail may seem outdated, but well-produced and targeted appropriately, it is still a relatively inexpensive marketing tool. Social media, if used judiciously, can spread the word quickly and easily.
– A good reputation is essential for long-term success. When you are trying to get your business off the ground, you may want to make a big splash right away. That big feature story in the newspaper or interview on television will give a big boost to your bottom line. However, good PR is more than that; it’s about building and maintaining a reputation over many years.
Once you get past the start-up phase, please keep in mind that, especially in this era of short attention spans and social media, nothing lasts forever and a reputation built over a number of years can turn sour overnight. At some point, you are going to need some expert PR assistance – whether in-house or through outside counsel. Don’t wait for a crisis; have a strategic program in place early on.