Largely people know that publicity may help their organisation. You've almost certainly heard the saying "there's no such thing as bad publicity", and (correctly) presumed that getting in the media is mostly good. But exactly how exactly can Public relations assist you and your business? In this article I'm about to take a look at various ways the media can benefit you.
There is however such a thing as bad publicity, so I'll also talk about the one occasion when it's best to keep a low profile
Reason 1: Public relations will raise the profile of your company
Perhaps the most obvious benefit to public relations work. Every time your firm gets coverage in the news, you become a touch better known in your city or trade, and a little more likely to win over new business. One mention in the local newspaper isn't about to allow you to retire to the Bahamas and play tennis on a daily basis, but it means somebody somewhere is going to be exposed to your business and the message you wish to get over.
Say by way of example you run a garage. In December you opt to have an open day to teach your public (for free) how to prepare their cars and trucks for the winter weather, so you phone up the local newspaper and they feature it during that week's issue. People see the article and think 'that's good of them, they sound like a responsible, professional business'.
Truth of the matter, you most likely aren't about to have the entire city queuing down the street on Monday morning eager for you to service their motor vehicles - PR works in a more subtle way than this.
Yes, a consumer might book their car in that day because they need an MOT and require a garage they are able to trust, but more likely they'll simply remember your company name. Then when your next PR stunt makes the paper, they may be in a position to book their van in. Or the time after that. Fantastic public relations isn't a one off event, it's a number of small steps that little by little help make your firm more appealing to future prospects.
Buyers head to brand names they know. To carry on the garage illustration, Kwik Fit isn't the cheapest place to get an MOT done. One could probably find a mechanic close to you that would do just as good a job at a lower price. But thousands of people flock to Kwik Fit each day because they're a organisation people can trust in an industry where customers are always concerned about getting scammed.
Increasing the profile of your organisation won't just be noticed by your clients either. Other enterprises in your market will notice your business is growing, which can lead to partnership and joint venture opportunities.
The benefits of a strong brand won't just have an external effect on your firm either. Positive newspaper coverage can help you attract and hold on to good staff. Everybody wants well known, respected organisations on their Resume. By getting coverage in the news, you'll be helping your human resources division out, and perhaps saving thousands in recruitment charges.
Reason 2: Public relations can help you save significant amounts in advertising charges
An ad in a national newspaper would be far too expensive for most small companies to even consider, yet with publicity you could get your brand in the paper for free. Plus when you're discussed in an article, your message comes across that much more authoritative than an ad.
Put it this way, imagine you saw a review in The Times telling you a film was the best piece of cinema since Citizen Kane, and an advert suggesting the same thing, what would have more of an effect?
Reason 3: The media rewards you individually
It's not just what you are promoting which will be boosted by getting coverage in the media, an elevated media profile may benefit you personally if you're the individual being interviewed or quoted.
As you become known in your niche, a variety of possibilities can open themselves up to you. You could potentially receive job offers from larger companies that have seen the job you've been doing in the field. You could be offered consultancy work, which is often very lucrative. You might even be offered public speaking opportunities, which give you another opportunity to improve your personal and business brands.
These possibilities all stem from the authority you gain by being seen as an expert in your industry - and notice I said being seen as an expert. You don't have to be the most knowledgable person in your industry to be regarded as an authority, you simply need to be the 'expert' individuals are most aware of. The media can make you more respected in your market than a rival or co-worker with years more experience.
One other benefit people don't often mention about public relations is that it can be a lot of fun. Creating a story and seeing it in the paper or on the Television can be extremely satisfying. Doing a live radio interview can be frightening, but thrilling at the same time.
Reason 4: Public relations can limit the effect of bad press
You might know that there is some bad news coming down the road. Perhaps you're closing a service, or shutting a shop. Maybe you're being sued by a shopper whose family home was burnt down by the toaster you sold her. No matter what the story, decent use of public relations can lessen the effects of negative publicity.
Reason 5: You MUST control your image
Possibly the most significant reason to utilise the media is this: You NEED to be in charge of how the wider world sees you and your organisation.
In the event you don't take control of your image, someone else will. And you may not like what they are saying.
By embracing the press you are able to avoid people making assumptions about your business, and you personally. Keeping quiet means journalists will write what they like about your organisation, and it will be them, rather than you, that shapes public opinion of your organisation.
And last but not least, when not to PR your small business
There is a caveat to all of this. Only you know what skeletons lie in your closet. Prior to embarking on any PR programme, have a think about whether you wish to draw attention to your company. Is there anything you don't want the population to be aware of, that might be exposed by increased media attention?
Publicity work can reduce the impact of detrimental publicity, but in some instances you'd be better off staying away from the press altogether.
So as an alternative to "there's no such thing as bad publicity", I'll leave you with a quotation from the Irish wit Brendan Behan:
"There's no such thing as bad publicity except your own obituary"
There is however such a thing as bad publicity, so I'll also talk about the one occasion when it's best to keep a low profile
Reason 1: Public relations will raise the profile of your company
Perhaps the most obvious benefit to public relations work. Every time your firm gets coverage in the news, you become a touch better known in your city or trade, and a little more likely to win over new business. One mention in the local newspaper isn't about to allow you to retire to the Bahamas and play tennis on a daily basis, but it means somebody somewhere is going to be exposed to your business and the message you wish to get over.
Say by way of example you run a garage. In December you opt to have an open day to teach your public (for free) how to prepare their cars and trucks for the winter weather, so you phone up the local newspaper and they feature it during that week's issue. People see the article and think 'that's good of them, they sound like a responsible, professional business'.
Truth of the matter, you most likely aren't about to have the entire city queuing down the street on Monday morning eager for you to service their motor vehicles - PR works in a more subtle way than this.
Yes, a consumer might book their car in that day because they need an MOT and require a garage they are able to trust, but more likely they'll simply remember your company name. Then when your next PR stunt makes the paper, they may be in a position to book their van in. Or the time after that. Fantastic public relations isn't a one off event, it's a number of small steps that little by little help make your firm more appealing to future prospects.
Buyers head to brand names they know. To carry on the garage illustration, Kwik Fit isn't the cheapest place to get an MOT done. One could probably find a mechanic close to you that would do just as good a job at a lower price. But thousands of people flock to Kwik Fit each day because they're a organisation people can trust in an industry where customers are always concerned about getting scammed.
Increasing the profile of your organisation won't just be noticed by your clients either. Other enterprises in your market will notice your business is growing, which can lead to partnership and joint venture opportunities.
The benefits of a strong brand won't just have an external effect on your firm either. Positive newspaper coverage can help you attract and hold on to good staff. Everybody wants well known, respected organisations on their Resume. By getting coverage in the news, you'll be helping your human resources division out, and perhaps saving thousands in recruitment charges.
Reason 2: Public relations can help you save significant amounts in advertising charges
An ad in a national newspaper would be far too expensive for most small companies to even consider, yet with publicity you could get your brand in the paper for free. Plus when you're discussed in an article, your message comes across that much more authoritative than an ad.
Put it this way, imagine you saw a review in The Times telling you a film was the best piece of cinema since Citizen Kane, and an advert suggesting the same thing, what would have more of an effect?
Reason 3: The media rewards you individually
It's not just what you are promoting which will be boosted by getting coverage in the media, an elevated media profile may benefit you personally if you're the individual being interviewed or quoted.
As you become known in your niche, a variety of possibilities can open themselves up to you. You could potentially receive job offers from larger companies that have seen the job you've been doing in the field. You could be offered consultancy work, which is often very lucrative. You might even be offered public speaking opportunities, which give you another opportunity to improve your personal and business brands.
These possibilities all stem from the authority you gain by being seen as an expert in your industry - and notice I said being seen as an expert. You don't have to be the most knowledgable person in your industry to be regarded as an authority, you simply need to be the 'expert' individuals are most aware of. The media can make you more respected in your market than a rival or co-worker with years more experience.
One other benefit people don't often mention about public relations is that it can be a lot of fun. Creating a story and seeing it in the paper or on the Television can be extremely satisfying. Doing a live radio interview can be frightening, but thrilling at the same time.
Property expert Henry Pryor explains how PR has helped him personally
Reason 4: Public relations can limit the effect of bad press
You might know that there is some bad news coming down the road. Perhaps you're closing a service, or shutting a shop. Maybe you're being sued by a shopper whose family home was burnt down by the toaster you sold her. No matter what the story, decent use of public relations can lessen the effects of negative publicity.
Reason 5: You MUST control your image
Possibly the most significant reason to utilise the media is this: You NEED to be in charge of how the wider world sees you and your organisation.
In the event you don't take control of your image, someone else will. And you may not like what they are saying.
By embracing the press you are able to avoid people making assumptions about your business, and you personally. Keeping quiet means journalists will write what they like about your organisation, and it will be them, rather than you, that shapes public opinion of your organisation.
And last but not least, when not to PR your small business
There is a caveat to all of this. Only you know what skeletons lie in your closet. Prior to embarking on any PR programme, have a think about whether you wish to draw attention to your company. Is there anything you don't want the population to be aware of, that might be exposed by increased media attention?
Publicity work can reduce the impact of detrimental publicity, but in some instances you'd be better off staying away from the press altogether.
So as an alternative to "there's no such thing as bad publicity", I'll leave you with a quotation from the Irish wit Brendan Behan:
"There's no such thing as bad publicity except your own obituary"
About the Author:
Learn how to PR your business, increase sales and raise your profile, check out How To PR.
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