WHY A DOWNTURN IS THE IDEAL TIME TO INVEST IN PR
WHY A DOWNTURN IS THE IDEAL TIME TO INVEST IN PR
Business is much harder to come by, as we all know! But it'll be a million times harder if no-one's got a clue who you are!
This presents a quandary. How do you carry on marketing your company, without spending a fortune? And how do you guarantee you'll get a return on your investment?
PR is the answer!
Any PR agency worth their salt - make sure you check their credentials first - will get coverage for you in multiple outlets, spreading your investment and maximising your audience.
Compare this with advertising, which would only get you into one title, concentrating your investment and limiting your audience. Or networking, which is limited to the people in the room at the time.
PR also guarantees you a return, because the primary objective is quality coverage - in other words page lead stories with eye-catching photos.
This carries lots of weight, as the audience will perceive it as independent because the story was endorsed by an editor, or a producer. And at the same time it guarantees you complete control over the message.
Compare this to advertising, where the message is distrusted, misunderstood, or in some cases just ignored. Or mailshots, which typically just find their way into our recycling boxes or deleted items folder.
Assuming you get the coverage you need from your agent, not only will you be spreading your investment - because you'll be getting into lots of different titles, each with their own audience - but that investment will be much smaller than paying for adverts of the same size.
Think what the typical newspaper advert would cost. That would only get you into one newspaper! And it would probably just be a small ad hidden away in the corner of the page.
Imagine if you could get into loads of different titles for the same kind of outlay!
So yes, PR is definitely the answer to your worries in a recession. Just make sure you get the right PR agent on your case...
WHY A DOWNTURN IS THE IDEAL TIME TO INVEST IN PR - To learn more about this author, visit Richard Swancott's Website.
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Many businesses are tempted to reduce - or even eliminate - their marketing budget in a recession. THIS IS NOT AN OPTION! :)
Business is much harder to come by, as we all know! But it'll be a million times harder if no-one's got a clue who you are!
This presents a quandary. How do you carry on marketing your company, without spending a fortune? And how do you guarantee you'll get a return on your investment?
PR is the answer!
Any PR agency worth their salt - make sure you check their credentials first - will get coverage for you in multiple outlets, spreading your investment and maximising your audience.
Compare this with advertising, which would only get you into one title, concentrating your investment and limiting your audience. Or networking, which is limited to the people in the room at the time.
PR also guarantees you a return, because the primary objective is quality coverage - in other words page lead stories with eye-catching photos.
This carries lots of weight, as the audience will perceive it as independent because the story was endorsed by an editor, or a producer. And at the same time it guarantees you complete control over the message.
Compare this to advertising, where the message is distrusted, misunderstood, or in some cases just ignored. Or mailshots, which typically just find their way into our recycling boxes or deleted items folder.
Assuming you get the coverage you need from your agent, not only will you be spreading your investment - because you'll be getting into lots of different titles, each with their own audience - but that investment will be much smaller than paying for adverts of the same size.
Think what the typical newspaper advert would cost. That would only get you into one newspaper! And it would probably just be a small ad hidden away in the corner of the page.
Imagine if you could get into loads of different titles for the same kind of outlay!
So yes, PR is definitely the answer to your worries in a recession. Just make sure you get the right PR agent on your case...
WHY A DOWNTURN IS THE IDEAL TIME TO INVEST IN PR - To learn more about this author, visit Richard Swancott's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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