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What is the PR benefit?

Public relations can play a critical role in achieving a competitive advantage no matter how big or small. For example:

•  Opening new markets – for our smaller companies, this could be the lifeline you need to grow and survive.
•  Creating a high value for products and services – If your reputation is valued, then you become more valuable.
•  Attract high-caliber employees – This could be vital to sustain your business growth.
•  Access funding and investors – Cash flow could be an issue, but if you have a great reputation, then you are more likely to get the investment you need to take your business to the next stage.
•   Protect your businesses in times of crisis – There is no guarantee, but if you are a reputable company, then you stand more chance of surviving.

All organizations, whether local or international, big or small, benefit from public relations. There is a real GAIN to be had from using PR. On the other hand, if you do not have good PR, or you don’t take advantage of the opportunities that come your way, what are you missing out on? What is the PAIN caused by not getting involved?

• Limiting your markets to only what is in your comfort zone
• Attracting employees that may not be 100% enthusiastic about working for you
• No confidence from funders or investors
• Cheapening your products or services
• Worst case scenario, no business at all

How is it Done?

Public relations professionals use many different techniques as part of their PR campaigns, things we all know work:

• Networking
• Public Speaking
• Freebies
• Sponsorship
• Media Relations
• Viral Campaigns

The thing with PR is that even a calamity can often be used to create good PR, just look at Gillian G-string, remember the Bob Sleigh competitor whose latex suit split at the seams. The sport was very pleased with her “exposure”; it raised their profile ready for the Winter Olympics 2010. It did Gillian the world of good too; she carried on regardless and laughed it off.

And have you heard anything about the company who made the suits? Of course not, because the spin was played on the good news.

On the other hand of course, negative PR can do a lot of damage if it is not addressed quickly. The Internet is full of places where people can comment, positively or not, about products, services, companies and people. Being able to respond, correct or sometimes eat a little humble pie is very important for a business.

The aim of PR is to handle the bad news, but to promote all your good news in such a way that all you can see and hear is the good news.

So how can we use social media to help our PR efforts? Let’s have a look at the traditional methods one at a time and look at how social media fits in with these.

We will cover each of the above techniques in the next articles.