Hundreds of supposed experts are featured daily in the newspaper, on the radio, on news-related websites, and on TV. Yet, advertising in these media can cost thousands of dollars. We don’t often doubt the budget line for advertising costs, but we are often reluctant to add the line for public relations. What are the most common times you hear other entrepreneurs say, “There’s no direct line between public relations and increased sales”?
Well, they’re wrong. Ask any entertainment executive, manufacturer, restauranteur, innkeeper, or book publisher what the importance of reviews of their products is, and they’ll inform you that there is a direct connection to buying.
If you read a good review of a new restaurant, find a pair of earrings that are unusual in a gift guide for the holidays, or watch Kate Winslet in the most recent trends, you’re witnessing the direct effects of public relations. The sales of a restaurant skyrocket.
That “line” to sales is more ambiguous in the service industry than for service industries. Public relations‘ power is created by the effect of layering, in that each media mention increases your exposure, adding a level of trustworthiness to your business. This, in turn, generates interest among readers and listeners of your company. Essentially, you’ve been endorsed by a reliable, independent third entity.
If it is the case that New York Times solicits an opinion, they must be an excellent writer. Hey, it’s not just it seems that the Wall Street Journal has also quoted this man. And now he’s on CNN. He’s got to be extremely good. He must be considered important as a leader in his business.
There’s a good chance that you’re well-versed in your field. But you’re not positioned as such by the editors, writers, and producers who require experts to discuss topics and stories of the moment.
No matter the business, you sell a picture of yourself and your products and services. Public relations can manage this image. Whether you represent a Fortune 500 corporation or a private company, media placements–interviews on radio and TV and in print–increase your perceived worth and the worth of your company in the eyes of your customers, clients, and industry. It’s all due to the impact of media exposure.
Even when you’re playing golf, People will say they read about you in Forbes and Investors Business Daily. Don’t undervalue how powerful radio is, either. Commuters and salespeople can listen to their vehicles, but most office workers and entrepreneurs have their radios on all day.
It’s the job that public relations have to continually communicate your message to the news media. This is how it works. PR personnel look and pay attention to the news, constantly searching for stories that might align with your account. Then, they contact the reporters, editors, or producers of that news with an angle of the story, recommending you, your product, or service as a focal area. They then answer the question the media is always looking for answers to: “Why you? Why now?”
PR professionals also promote “perennial” or “timeless” stories, which aren’t dependent on an event or a specific news item. These feature stories can prove valuable when they are added to your corporate marketing materials and distributed to prospective clients and customers.
Another way PR firms can make sure you’re mentioned in stories is to highlight topics of the moment. There are many people with opinions about issues. In all industries and even politics, some topics need to be discussed. Public relations ensures your voice is heard if your rival tells you only one side. Being able to voice your opinion is particularly useful in trade media for the industry in which you can be able to reach your target public.
If you’re in high-stakes industries, PR effectively gains an edge over your competitors. Have you ever seen someone being interviewed repeatedly even though you know that their products or services aren’t necessarily the most effective in the industry? This is effective public relations. Aren’t you obligated to be featured in press releases and be interviewed on radio and television to give you an edge over your competitors?
While PR professionals have frequently been referred to as “spin doctors,” sometimes spin is just what you require. There are instances when bad things happen to good people. What can you do to handle an emergency? By ensuring consistent and consistent public relations. “Tell the truth, tell it all, tell it fast” is the most effective formula for managing crises.
Innovative positioning can propel your business to the next level within your field, regardless of the level at which you’re currently. You might think your products are only targeted to the region or city you’re in. Media placements in international and national media could make you stand out over your local competitors since clients, and potential customers believe that you are “better” than just the local Jane or Joe. People like being associated with winners. Being featured in the international or national press is a sure way to be an instant winner.
Public relations generate demand for your goods and services that can increase sales. It might not happen in a flash as with the best publicity campaigns, but the media’s sigh of approval could be among the most effective selling tools you have in your arsenal.
Serves as the director Gaye Carleton is the president of Mantra, Empowered Public Relations. For more information on the benefits of public relations, see https://timeplanetnews.com/2022/09/05/otter-pr-reviews-public-relations/.