If you've never used public relations to attract customers, then you're losing money every day
Prospecting or looking for potential customers is one of the hardest parts of the sales process that an organization's commercial area must handle on an ongoing basis. Without customers interested in a given product or service, failure can be right around the corner.
This task, repeated day after day, can be as exhausting as it is challenging. However, what would you say if I told you there's a “miracle” tool that gets customers to come to you on their own? Yes, no thousands of daily calls and fruitless negotiations. With just a well-studied, targeted communication strategy, those customers you watch walk right past you into your competitor's arms can stop right in front of your company, convinced it's the option they need.
That hidden gem is called Public Relations (PR), and it's nothing more than: “All the communication actions an organization carries out strategically, in a coordinated way and sustained over time, whose main goal is to strengthen ties with its various audiences by listening to them, informing them and persuading them, in order to build consensus, loyalty, affinity and support for present and/or future actions.”
Bill Gates once said: “If I had only one dollar left in my budget, I'd invest it in Public Relations.” The founder of Microsoft knew that investing in PR meant securing free mentions in media outlets around the world, with a level of credibility four times higher than if he'd taken out a full-page, full-color ad in the most prestigious newspaper of any city.
Rolling out PR actions at a company, under the guidance of a communications specialist or a public relations agency, means diving into the heart of the organization, understanding its mission and vision, and aligning with its goals to project the best image — one that acts as a springboard for building a good reputation, keeping existing customers and attracting potential ones. The road is long, but keep in mind: “What isn't started can't be finished.”
Run a diagnosis of the company.
What do a doctor and a PR professional have in common? Believe it or not, there's a certain similarity between these two professionals. When a patient visits a doctor, it's because they have an ailment and need a diagnosis and a treatment. When a manager or CEO looks for a PR professional or a Public Relations firm, it's because they need to communicate something or resolve a communication problem. To set the right strategy, the PR professional must fully understand the organization, listen to its leadership, analyze the problem or need, and provide a sound solution.
Set a calendar.
Building a public relations plan requires planning ahead. Whether it's annual, quarterly, or if you're rolling out a campaign, planning will help organize every step over time, anticipating situations or dates that can be used to build brand presence for a good reason. For example, Mother's Day, Father's Day, Internet Day, Independence Day, etc.
Run or take part in networking activities.
A representative from Business Network International (BNI), a local business networking organization, noted that out of nearly 2,000 contacts generated in a region of Galicia over eleven months through the networking group, almost 50% turned into business deals.
Taking part in trade shows, events, meetings with decision-makers or strategic contacts who might be interested in your product or service is a very practical way to generate new business. That's how networking is aimed at building a wide network of contacts to make your company or business known. To achieve this, keep in mind that first impressions do count, so pay close attention to your presentation, attitude and courtesy. No one wants to do business or build a business relationship with someone sloppy or who doesn't pay attention to the person they're talking to.
Building relationships with the media.
One of the best ways to position yourself in the mind of media outlets and influencers as an expert in your field is by building relationships with them. Create topics of interest around your product, but with the target audience in mind — avoid making your topic the center of the message, and try to offer market figures or data alongside your information. Journalists take interviews or attend relationship-building meetings when the information is interesting, and even more so if it's an exclusive. Before a meeting, prepare through media training, plan what you'll say, study the journalist's and the outlet's profile, and think through the critical or sensitive topics that might come up.
Watch your budget.
Your org chart likely has a marketing department known for high-stress activities and high demand for results. Because of that, it's not always possible to invest in an in-house PR professional, even if your company constantly runs media activities or needs an ongoing media presence. In this case, the best move is to hire a public relations agency to design your communication and public relations plan and assign you a team of specialists who listen to your needs, provide tailored solutions aligned with your communication goals, while you focus on your business.
Based on your needs, the agency will offer you solutions to get the best cost-benefit ratio, whether you want a single project or a sustained strategy that supports your brand positioning and strengthens your reputation.
Remember that a company that communicates, and does so strategically, is bound to endure over time; while one that never speaks up simply fades along the way. The chance to prove it is just a click away.