What do you want your PR to achieve?
Have you ever heard people say “We need to do some PR”?
My question is: why?
Everything we do in business costs money; even time has a cost, as we could be spending it on client work, making product or selling. We need a reason for doing anything, not just PR.
When people say they need to do some PR, it usually means sales have dried up and they know they need to something but don’t know what.
What is your objective?
Like anything else in business, PR activity should have an objective. This could be to:
- raise awareness of your business, products or services
- educate potential customers about products/services you provide
- start customers thinking about your products, eg installing new heating in the summer in readiness for winter
- buy a specific product/service relevant now, eg ice cream during a hot spell
- promote an event
- demonstrate your expertise as a leader in your industry
- publicise your success, eg expansion, new staff, award wins, new premises
- demonstrate to the community what a good business you are to work for to attract new employees
#3 #SillySeasonPR actions
Usually, your aim should tie in with your business plan.
PR can support this when you identify what call to action you want readers to take, such as:
- visit your web site
- phone or email you
- visit your premises
- book a place at an event
- check to see whether they need to renew/replace a product they have, eg worn car tyres
- make a purchase
Identify what you want to achieve so you know what action readers need to take to achieve it and what ‘call to action’ you need to include in your press release.
That’s your #SillySeason PR task #3.
Good luck and do ask any questions you have.
Tomorrow: PR planning and improvisation
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