Since I own a communications agency, you may question whether or not I condone such a practice. Believe it or not, I do. I have seen many small, entrepreneurial companies implement their own public relations programs initially. Then, as they grew, expanded, and sometimes went public, they required the outside assistance of an agency. So it is really to my long-term advantage to suggest how a company not using public relations consultants can best handle its own public relations.
The fact is, in today’s highly competitive business environment, no firm can afford not to communicate. And, in the start-up phase, handling your own public relations can help keep the costs down. Then too, potentially negative media situations can be diffused by preparing in advance. This, however, does require that all issues be thoroughly and honestly addressed and the media strategy adhered to.
In strategizing effective communications, what you say is as important as what you don’t say. The message must be strategically planned to achieve the purpose you desire, to target the markets you want to saturate. What you communicate is the most important. Your approach is more valuable than your contacts in achieving positive results.
Every solid public relations campaign is based on the conclusions of market research and management’s objectives.
Before you commit to a communications campaign, conduct market research. Yes, it is costly. However, it is even more costly to do the research the other way, through trial and error campaigns. All companies do market research, one way or another. It’s better to plan that research and spend less money up front to ensure that your first campaign is on target. It can be the business decision that keeps you in business.
These are competitive times. A good reputation and an extensive product line or a long list of services are no longer enough to ensure that business finds its way to your door. You must understand your position and image in the marketplace. Find out how your competition, your clients, and the general marketplace view you. If yours is a new company, you must create an image.
Once you have made a commitment to an ongoing public relations campaign, compile a list of all the techniques available and avenues open to your type of business. Then prioritize them. They may include:
1. Active participation in trade associations, Chambers of Commerce, or other business organizations;
2. Exhibition at conventions and trade shows;
3. Speaking engagements;
4. Sponsorship of major events or planning your own;
5. Press conferences and press previews;
6. Placement of by-lined articles in key publications;
7. Preparation of new product and/or personnel releases for trade publications;
8. Capitalizing on a trend or newsworthy occurrence (or creating one) to target major business or general interest magazines as well as major metropolitan daily and local weekly suburban newspapers, and radio and television news and talk shows;
9. Submitting PSAs to radio and television to garner “free” air time;
10. Design and implementation of a financial and investor relations program;
11. Development of a direct mail campaign and other collateral
(brochures, website, etc.) materials; and
12. Government relations, i.e. lobbying.
Once you’ve planned your work, work your plan.
My close colleague, Devon Blaine, is the CEO of the Blaine Group, an award-winning total communications agency with a broad range of services and a master rolodex. I want to share some of her expertise in these pages. Check out www.blainegroupinc.com
