It’s been said that “ads you pay for; public relations you pray for.” Your business, nonprofit, or cause can benefit from the art of getting name recognition without paid advertising.
We recommend including both paid ads and public relations in your marketing efforts. But just what constitutes public relations (PR)?
If you’ve ever watched a guest plugging his or her latest movie on Letterman, listened to a radio public service announcement or read an annual report or newsletter, you’ve been persuaded (or at least informed) by public relations.
Speeches, letters to the editor and radio talk show appearances are PR tools also available. Well-done, these types of communication not only inform… they inspire and persuade.
Public relations also works by using third-party endorsements. People generally perceive that a story by someone outside the company has more credibility than a paid advertisement.
Depending on the product or service you offer, you’re probably already using a number of public relations tools. Fact sheets, annual reports, open houses, press conferences… those are some of the many ways of informing your target audience.
Saving Carsons
Here’s a great example of how VIA has used PR to get people to take notice: In 2007, Carson’s parent company was considering closing the department store in Hammond’s Woodmar Mall. The city’s Urban Enterprise Association organized several events, including a public meeting (attended by 500 people), a petition drive (more than 4,000 signatures were gathered) and a letter-writing campaign (more than 300 letters were mailed or emailed). A “Save Carson’s” rally held in a parking lot in mid-January drew more than 400 people. With broadcast and print media coverage, “corporate” took notice: the store is still open.
If we were doing the campaign today, we’d create a Facebook page, open a Twitter account and post event clips to YouTube to get even more people involved.
Want to know more about the campaign to save Carson’s? Find info at HTTP://WWW.VIAMARKETING.NET/CASESTUDIES/CASE_CARSONS.HTML