Spread the word for nowt… finding new business 7

For my overseas readers nowt = nothing, and that’s what my guest blogger, Darren Northeast, is exploring with you over the next couple of posts.

Darren is Managing Director of Spiral MPR and in this first post he shares facts about PR and reveals 4 of the 8 clear benefits you gain – when you get it right.

In tomorrow’s post he reveals the final 4 advantages and generously gifts a fact sheet on how to write your press release.

The Benefits of PR

Bill Gates, the world renowned Microsoft billionaire once said that if he only had one dollar to spend on promoting his business he’d “spend it on PR”. I’m not too sure what sort PR he was planning to buy with one dollar but we do know he was right.

Good PR can achieve increased sales, greater brand awareness, potential client awareness, deeper understanding of your product or service and many other ongoing benefits.

PR is about the masses gaining awareness of your product or service, and it’s ultimately about getting people to talk about your company.

Consider this, if the owner of a restaurant sings the praises of his cuisine, you may listen, but you’d be at least somewhat cynical. If, on the other hand, you come across a media article of review of that restaurant who have no vested interest in its success, and that person raves about the experience, chances are you will not only believe that person, you will probably be eating there within the month. Business growth basically comes down to that very low-tech, old-as-the hills strategy known as “word of mouth.”

PR – The Facts

• 34% of businesses list PR as being in their top five essentials for successful business development

• Unpaid for editorial has enhanced value as the reader / viewer sees it as being endorsed by the media in which it appears

• Industry leaders state that editorial (PR) is three times more influential than advertising and suggests the real figure is in fact eight times

• “For business, PR is an increasingly vital marketing tool – especially as traditional forms of advertising struggle to catch consumers’ attention.” – The Economist

So let’s talk about some other specific benefits of PR especially in the present economic climate we find ourselves in here in the UK:

1. The media is the most powerful developer of reputations

Coverage in the media shapes the way your customers perceive you. Whether you’re a brand new company, or launching a new product, or you’re an established company trying to communicate alongside the market leaders, media endorsement can make or break your business.

If you want people to believe in you, make sure the press believes in you first.

2. An editorial is the ultimate advert

It’s true that advertising allows you to communication your own message and gives you complete control over the way your brand is promoted. It’s also true that when it comes down to editorial it’s down to the media to write whatever they like.

But that’s why PR companies exist. A PR professional makes certain your company and its messages are communicated to the media in the most effective way, ensuring not only that the journalist covers the story, but also the coverage reflects you in the best possible light.

When it comes to comparing powerful advertising and a successful PR campaign, there’s only one winner. Top-quality editorial endorsement is the greatest PR exposure a business can ever experience.

3. PR is the most cost-effective marketing vehicle

PR is a far more cost-effective tool than advertising, database development and e-marketing through brokered lists. Yet PR support is available at a fraction of the cost of traditional above-the-line communications.

One positive endorsement in a high circulation – or highly targeted – media title often produces a sharp rise in traffic to your website or call centre. If you’re a trade operation, positive coverage can stimulate direct enquiries, and make your business targets more responsive to your sales and marketing campaigns.

4. PR doesn’t just get customers interested in you!

Press coverage doesn’t just develop sales, it also activates market-wide interest in your brand.

Typically, coverage can lead to requests for strategic partnerships, such as affiliate relationships, endorsements and sponsorships.

Darren Northeast
Spiral MPR

In tomorrow’s post Darren reveals why a properly developed PR Strategy has a great impact on your online presence and, of course, you’ll be able to download his PDF gift.