In these uncertain and economically challenging times, it’s easy to stop communicating just to save money. Don’t! When things get difficult for businesses, often the first thing facing the axe is the marketing budget.
Cost savings are, of course, an important part of sound stewardship but it’s a false economy to cut off your pipeline to the outside world. Silence is most certainly not golden when it comes to business. Bill Gates, founder of Microsoft, once said, “If I was down to my last dollar, I’d spend it on PR.”
Maintaining and developing a company’s profile is inextricably linked to its long term success and should be a fundamental part of any business plan. Every member of the team should be familiar with the key messages of the business and these should be reflected in your communications strategy. Yes, you need a strategy!
Knowing what to say, when to say it, how to say it and who to say it to plays a crucial role in steering a business through the bad times, as well as the good. Time spent considering innovative ways of raising awareness and stand out from competitors will help you strengthen your market position.
Finding the right angle
Well crafted public relations activity is a great way of keeping your business visible and front of mind in its field. PR, in all its forms, provides a cost effective opportunity for SMEs, as well as bigger organisations, to raise their profile and punch above their weight.
In such a noisy world, however, it’s vital that a business determines relevant messages for specific audiences. For example, is your company focused on reaching consumers or is it business to business oriented? In journalistic parlance, you need to find the angle. This is the ‘X factor’, the piece of news that will attract attention and invite people to find out more about your business.
Does your business invest in apprenticeships, for example, or has it pioneered a new product, moved into new premises or won an award?
By generating a steady flow of relevant news, you will gradually improve your profile and at the same time, build credibility with stakeholders. Understanding your customers and where they obtain their information from, both offline and online, will help you reach them. Remember to capitalise on any exposure you achieve by sharing it online via social media sites such as Facebook and Twitter and displaying it prominently on your website.
Do ensure that your online ‘shop window’ is updated. Include customer testimonials and make it clear what you’re offering and how to contact you. It’s a good idea to get your business listed in all the free online directories and take advantage of their search engine optimisation, to help potential customers find you.
Make 2012 a year to get your business noticed!
Make your business stand out in 2012
