Does PR Work for Small Business?
Many small business owners try and handle a PR campaign on their own, and fail due to lack of experience and contacts. If you manage a small business, it is importent to remember the link between PR campaigns and your company.
Here are some ways that the right PR campaign can lead to an increased exposure and sales.
1. Search for a PR Agency that is Comfortable with Small Clients
You have to be realistic. Know that you will not be able to afford the large PR agencies that handle big corporations. Instead, you should search for a PR agency that is happy dealing with small clients and can also provide quality service.
You should crosscheck whether the PR agency has enough experience in their field. Ask them to provide references, and then do some research on those clients.
Find out if any particular client has enjoyed the fruits of hiring that agency. Check if the exposure of that company has increased after the PR agency had started their campaign. Compare the rates between various PR agencies and the services that they provide.
If your business grows with their help, ensure that they have the capability to grow with you.
2. Check the Efficiency of the PR Agency
The PR agency should have the right contacts in different types of media such as TV, magazines, trade journals, newspapers, etc.
They should be experts in all marketing-related activities, such as market research, distribution of marketing material to the media, placement of articles in various media and how to conduct interviews with the right media people.
3. Track your Progress
Once you have hired the services of a PR agency for your small business, keep track of the progress they make and compare it with the benefits that are passed on to your business.
You should check if your exposure in the market increases due to the efforts of the PR agency, and whether you are receiving lots of new inquiries and orders as a result.
Also, find out if your PR agency is promoting your small business in the right direction. Compare all your present figures with earlier figures to get an accurate picture.
Maintain copies of any articles that may have been printed in various magazines due to their efforts, and display them in a prominent place in your office (or online) to enhance your reputation.
4. Calculate the Time Factor
You will need to calculate the time that you want to run your small business PR campaign. This will depend on the total budget that you allot to it.
If you are launching a new product, then you may need at least 4 to 6 months of sustained publicity to enable the product to stand on its feet. By contrast, simply generating interest in your company should take much less time.
If your product becomes very successful, then you may also extend the PR campaign’s time limit in order to get the most out of it.
If your PR campaign is handled by the right people and if you stay within your budget, then you will soon notice an increased presence in the market - and an increase in your bottom line.