| Every day, hundreds of so-called experts are quoted | | | | always on the lookout for stories that may dovetail |
| in the newspapers, on the radio, on news-oriented | | | | with your message. Then they call the writers, editors |
| Web sites and on television. Yet advertising in these | | | | or producers responsible for that news with a story |
| same media costs thousands of dollars. We never | | | | angle, suggesting you, your product or your service as |
| seem to question the budget line for advertising | | | | a focus point. They answer the question the media |
| expenses, yet we often balk at adding a line for public | | | | always wants answered: "Why you? Why now?" |
| relations services. How often do you hear fellow | | | | PR specialists also push "perennial" or "timeless" |
| business owners say, "There's no direct line between | | | | stories, those not dependent on an event or particular |
| public relations and increased sales"? | | | | news story. These feature stories can be invaluable |
| Well, they're wrong. Ask any manufacturer, | | | | when added to your corporate marketing materials |
| entertainment executive, restauranteur, innkeeper or | | | | and sent to clients and prospects. |
| book publisher how important product reviews are, and | | | | Another way PR firms make sure you're quoted in |
| they'll tell you there is a direct line to purchases. | | | | stories is to focus on issues of the day. Politicians |
| When you read a review for a new restaurant, or | | | | aren't the only ones who have opinions on issues. In |
| note a nice pair of unusual earrings in a holiday gift | | | | every industry, including politics, there are issues that |
| guide, or observe Kate Winslet wearing the latest | | | | need to be aired. If your competitor tells one side of |
| fashion designs, you're seeing the direct results of | | | | the story, public relations makes sure you voice your |
| public relations. Sales skyrocket. | | | | opinion. Having an opinion is especially effective in |
| For service industries, however, that "line" to sales is | | | | industry trade media, where you'll reach your niche |
| indeed murkier. The power of public relations is built in a | | | | audience. |
| layering effect, in which each mention in the press | | | | For those in highly competitive industries, PR can be an |
| heightens your visibility, adding another layer of | | | | effective means to outwit your competition. How often |
| credibility to your company. This credibility in turn | | | | have you seen a guest being interviewed over and |
| creates a desire among viewers and listeners to pay | | | | over again, even though you know their products or |
| attention to you. In effect, you've been sanctioned by a | | | | services aren't necessarily the best in the business? |
| trustworthy, objective third party. | | | | That's effective public relations. Shouldn't you be |
| If the New York Times calls on someone for an | | | | quoted in articles and interviewed on TV and radio so |
| opinion, he must be good. Hey, the Wall Street Journal | | | | you have a leg up on your competition? |
| is quoting this guy too. And now he's on CNN. He must | | | | Although PR professionals have often been called |
| be very good. He must be important, a leader in the | | | | "spin doctors," sometimes spin is exactly what you |
| industry. | | | | need. There are times when bad things happen to |
| Chances are good, you're already an expert in your | | | | good people. How do you manage a crisis? With |
| industry. You just haven't been positioned as such to | | | | persistent, consistent public relations. "Tell the truth, tell it |
| the writers, editors and producers who need experts | | | | all, tell it fast" is the most effective recipe for crisis |
| to comment on issues and stories of the day. | | | | management. |
| No matter what your business, you're selling an image | | | | Creative positioning can take your company, no matter |
| of yourself, your products and your services. Public | | | | what level you're at, up a notch within your industry. |
| relations manages that image. Whether you represent | | | | You may feel your services are geared only to your |
| a Fortune 500 corporation or a private company, | | | | city or region. National and international media |
| media placements--interviews on radio and TV and in | | | | placements, however, can put you head and shoulders |
| print--increase your perceived worth, and the worth of | | | | above your local competition, because clients and |
| your company, in the eyes of your customers, clients | | | | prospects will perceive you to be "better" than just the |
| and your industry. All because of media exposure. | | | | local Jane or Joe. Clients like to be associated with |
| Even on the golf course, people will comment that | | | | winners; appearing in the national or international press |
| they saw you quoted in Forbes or Investors Business | | | | makes you a winner. |
| Daily. Don't underestimate the power of radio, either. | | | | Public relations creates marketplace demand for your |
| Commuters and salespeople listen in their cars, but | | | | products and services, which will increase your sales. It |
| many office workers and entrepreneurs keep their | | | | may not happen overnight, but like the best |
| radios on all day every day. | | | | word-of-mouth campaigns, the media's nod of |
| It is the function of public relations to consistently get | | | | approval can be one of the most powerful sales tools |
| your message out to the media. Here's how it works: | | | | in your arsenal. |
| PR people read and watch and listen to the news, | | | | |