Here at Purple we are specialists in Websites, Graphic Design and Digital Marketing, however, we do not offer PR services. We recently had the pleasure of meeting with some lovely PR people, who are passionate about helping businesses communicate effectively and can help you out. Given this we wanted to explain a bit about PR and what it can do for your business.
Public Relations (PR) is an aspect of business that is often overlooked and is hugely misunderstood. At its most basic, PR is simply your reputation, it’s about how other people perceive you. Whether you like it or not, many people will have an opinion of your business and it’s up to you whether you want to help shape that. And ultimately what people think of you will have an impact on your profitability, because we do business with people we like and trust.
It’s a stereotype that only big corporates can do PR effectively, perhaps because of the huge budgets quoted by agencies or the apparent inaccessibility of the media, but that is all it is – a stereotype. With a clear idea of what you want to get out of PR and how you will go about it, PR doesn’t have to be out of reach for the everyday business.
When there are so many aspects of business fighting for your time and hard-earned cash, why should you prioritise PR? After all, if you provide a good service and sell high quality products your reputation should take care of itself, right? Well, not quite. Think of a world-renowned brand like Coca-Cola. Their drink may have an authentic taste which many businesses have tried to imitate, but ultimately it’s subjective as to whether their drink is the best. Coca-Cola stands out from the crowd because they have a number of intermediaries including the media who continuously reinforce the message that their brand is trustworthy, reputable and stands the test of time. This is a big contributor to their profitability.
You build reputational value by showing that you are credible and an expert in your field. For example, when we see someone on TV commenting on the state of affairs for the manufacturing industry in the North of England, that commentator has been chosen because the media trust in that level of expertise, and consequently, we the public buy into that. Over a period of time we shape an opinion of said expert - even if we haven’t had any direct engagement with their business.
So how can you start to build a trustworthy reputation? Here are a few ideas.
1. What’s your message?
What is it about what you have to say that makes you an expert? This should closely line up with your overall business goals and company USP.
2. Capitalise on current affairs and news
Is there an interesting story or high profile issue that you could comment on? For example, if national or regional figures have been released about employment, has your company or industry bucked the trend? Why is that important?
3. What events do you have coming up?
Is your company putting on a noteworthy event? There’s a fine line here between self-promotion (which doesn’t go down so well with the media) and a newsworthy event. If you are launching a product that has the potential to impact children’s learning in a significant way, this is definitely in the public interest and could gain traction in education and even national press titles. If you are putting on a local charity fundraiser this could be ideal for the local press, but if you are celebrating the second anniversary of your business then it could be one for social media and your blog.
4. Utilise public events and important dates
This is potentially an easy one to gain traction from if done right. The Queen’s Jubilee, National Grandparents’ Day, Mothering Sunday, Fairtrade Week, the annual Budget – there are so many ways you could showcase your business as reputable by using a significant date as a ‘peg’.
5. Share your own data or create a report
Do you have access to data that would be of interest to the public? Perhaps you’ve noticed a percentage increase in sales in a given area? Or you’ve tended to a tree that has flowered out of season for the third year running? Maybe you’ve experienced a drop in price of a raw material through your European supplier? The trend would have to be unusual or the numbers sizeable, but you may be surprised at what data you have access to through your day to day business dealings!
6. Use well-known people to endorse your business
Do you have access to a celebrity or significant person within your field that could endorse your products? This is a great way to draw attention to something that isn’t well known but you know can make an impact.
7. Have fun with it!
You can decide what this looks like!
So, there you have it. PR doesn’t have to be daunting and now is the perfect time to start planning your PR activity for your business in 2018. So, if anything in this article has interested you feel free to contact us regarding acquiring PR services, and we’ll point you in the right direction.