Your PR questions answered

What can PR do for my company?
We do not sell our products to the public so how can PR help us?
We have tried advertising and it does not work for us.
We already spend a lot of money on advertising so why should we spend anything on PR?
What benefits can I expect from PR?
Media relations – what’s that?
Isn’t PR just “free advertising”?
If PR is so effective why isn’t everyone doing it?
I can do my own PR – why should I pay someone else to do it?
How can I get potential customers to understand my complex technical product?

I have written my own press releases but

   they do not get used whereas I see my competitor’s name regularly.

Good publicity, fine – but how do we avoid bad publicity?
How much time will I have to devote to PR?
My company is too small to afford PR.
What do I get from PR investment?
Still puzzled? Call on 01268 756261 and we will personally answer any queries you have
Still puzzled? Call on 01268 756261 and we will personally answer any queries you have

What can PR do for my company? PR is one form of marketing which focuses on reputation to gain more customers. It uses a variety of techniques aimed at increasing your company’s profitability by letting more people know you exist, helping you stand out from competitors and attracting more customers. It is particularly effective in highly competitive sectors such as travel, IT, telecommunications and business-to-business. back

We do not sell our products to the public so how can PR help us? The word public in Public Relations not only refers to the general public. It covers communications to the publics (or audience) to which you need to communicate about your product or service.

The public in this case can mean: community, employees, customers, potential customers, other businesses, suppliers and dealers. Communicating to a wider range of people works to enhance your reputation. back

We have tried advertising and it does not work for us. Advertising and PR have the same end in sight – increasing sales but they use completely different techniques. Advertising is about grabbing attention in a quick, direct way. The readers are not guaranteed to see your advertisement each time it appears so the best way to get your advertisement message over is to advertise regularly which is an expensive proposition.

PR is a more subtle means of promoting businesses and is likely to cost far less than advertising. Instead of appearing in the advertising section the aim is to get your company brand featured in the editorial columns where it has greater credibility. It is also very effective for companies with a message too complicated to convey in an advertisement. back

We already spend a lot of money on advertising so why should we spend anything on PR? Public Relations adds value to an advertising campaign. As well as reinforcing all the messages in your advertisements, it will communicate a more detailed story about your company successes. A PR strategy is also valuable for putting you ahead of competitors who rely solely on advertising spend. back

What benefits can I expect from PR? The benefit of using a PR agency or consultancy to gain publicity is that they can view your business from a different vantage point – one that picks up the good news that publications would be interested in but you think too mundane to be of merit. The message will gain the advantages of consistency, continuity and momentum - essential for media relations to be effective. back

Success attracts more success but thriving businesses often forget to announce what they are good at and who is pleased with them. Publicising a company’s successes is a tried and tested method of increasing sales. Potential customers are comfortable when they know that a company has already satisfied others. On your website a professionally-written case study demonstrates what you do, the process behind it and how you have met or exceeded your customer’s expectations. back

Media relations – what’s that? Media relations refers to strategies applied to gaining editorial coverage in newspapers, magazines, trade publications, radio and television. The route to editorial exposure is a press release that appeals to news-hungry journalists. PR-specialist databases provide access to thousands of journalists operating in every conceivable sector. back

Isn’t PR just “free advertising”? There is a misconception that an editorial story generated by PR is free because the usual advertising rates have not been paid. However, this is not “free” as the PR consultant’s expertise has to be paid for.

The advantage of paying for a PR consultant’s support rather than advertising space is that your business name gains greater credibility in the editorial columns than it does fighting for attention among competitors in the advertising section. back

If PR is so effective why isn’t everyone doing it? PR is still a “youngster” in the marketing stable but its value has already been accepted as essential by all major businesses. You know all those global and national brands advertise because you can see their advertisements. But it is not quite so obvious where they are gaining media coverage. Every time you see or hear a ‘feel good’ story about Virgin, Tesco, a national holiday company or a local business, you know that PR experts have been at work. back

I can do my own PR – why should I pay someone else to do it? Any company starting up is frequently so enthusiastic that its attempts at promoting itself can be very effective. However, once the workload increases, there is little time left to apply the consistent approach which is needed to keep any marketing campaign on track. Most businesses do not think twice about employing professionals (such as bookkeepers or salesmen) when they grow in size but feel that they should continue to try to promote their own companies. However, with growth comes the inability to view the business objectively. Lack of expertise, as well as shortage of time, means you might miss valuable promotional opportunities. back

How can I get potential customers to understand my complex technical product? Advertising tends to simplify the message, which does not work well to promote complicated products or services. PR is useful for promoting complex, technical products or services because you are targeting editorial space where subjects are treated in greater depth. back

I have written my own press releases but they do not get used whereas I see my competitor’s name regularly. Sending a press release to a publication does not guarantee publication because competition is fierce. But the odds improve when Journalists are provided with professionally written press releases submitted in a form which makes their life as easy as possible.

They want a news angle to interest readers and if that angle is not apparent in a badly written press release, it will be consigned to the waste bin. They expect companies to pay for advertising. So even if you have the most wonderful gizmo ever, the news about it will not be published unless you satisfy the journalist’s professional needs. back

Good publicity, fine – but how do we avoid bad publicity? Getting good publicity is about gaining the attention of journalists. Unfortunately no business can guarantee it will be immune to problems. back

The damage can be minimised by having a crisis management strategy in place. This means that you will know what to do if the press contact you about the “bad” news and ensures that you won’t unwittingly make the situation worse.

The other way of containing damage is to make sure that your company’s good points have already been publicised. If something goes wrong and you try to explain what a good company you really are, it will sound like a lame excuse. If you have already created a platform of good publicity about your company, it will considerably reduce the negative effect of any bad publicity. back

How much time will I have to devote to PR? Using a PR consultancy will reduce your burden. You probably already realise that there are lots of things you ought to be promoting but never find the time. There will be time involved at the beginning when you need to give information about your company to the consultant and there will need to be regular liaison. The next time you win a valuable contract or satisfy a customer’s complex needs there is someone else available to tell the world about it – no more missed opportunities. back

My company is too small to afford PR. PR can be applied both as a regular campaign or as a technique for ad hoc events. The money you pay is based on the time spent by the PR consultant in promoting your business. back

What do I get from PR investment? The basis of the cost is liaison between the client and the PR consultant who then implements the activity. The PR consultant supplies expertise about how other media professionals work and the ability to identify business backics that can be turned into valuable media relations/PR opportunities. Effective PR brings the reward of generating renewed enthusiasm from the Managing Director down. back

Call us (01621 776832) now for a free no obligation meeting, so we can demonstrate how WordsWorth’s Public Relations skills can improve your sales and marketing activities to achieve the results you want.

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