Public Relations for Public Relations Companies

Public relations for public relations companies is one of the most important tools to expand their business. After all if a public-relations company is really good then other companies will see this and want to hire them. When a company hires a public-relations team they expect 100% best efforts.

As the public-relations company does a good job they also need to toot their own horn. How can the public-relations company to its own horn and without detracting from the company they are promoting?

There are many ways actually and often you will see their logo at the bottom of a web site, on a press release or advertising. Sometimes the public-relations companies will give a discount to the client in order to do this. Often when we see a very good marketing campaign, public interest story or community-based marketing program; we say to ourselves Wow! And we want to know who is behind it; often what we find is that it is a public-relations specialist team promoting a product or service for their client.

It makes sense that public-relations is a big part of how a public-relations company would market itself to potential clients, corporations and organizations, which might hire it. Public relations companies must promote community goodwill with government agencies, nonprofit groups and local corporations.

They are often involved in the Industry Associations and Chambers of Commerce. No public-relations company is without good public-relations and if they cannot market themselves then no one is going to hire them.

Why Are Public Relations More Effective Than Ordinary Advertising?

You are dying to create an impact of your brand in the mind of your target customers. You think advertising is the best and the most effectual method and so you search every nook and corner of the city and pick out an advertising agency you think is the best. Needless to say, a huge amount of money goes into this venture but I am sure you won’t mind that, foreseeing the impact you believe it is going to create in your niche market. Finally one fine day, your advertisements are all over the TV screens. You find it funny, innovative and effective and lie back relaxed in your seats deeming you have done a good job. You dream of customers lining up in front of your store to purchase your services or products. Now, does it look like I am speaking about you? If so, Wake up!

The real question as regards advertising is how far you have succeeded in associating your brand with the advertisements and if whether your brand name can be retrieved from the minds of your targeted customers at least when they see your product on shop-shelves. Some of the advertisements might get real lucky and create long-lasting impressions in the minds of customers, but this need not be the case always.

There is a famous quote which goes like this “While adverting is paid for, publicity is prayed for”. The credibility factor that is associated with public relations and publicity for your products and services is always much more when compared to traditional advertising. Let it be the shell life, costs or the implied endorsements-no matter how you view it, public relations gain an upper hand. With the ultimate goal being behavioral change, it is quality that matters the most in Public relations. While advertising and marketing can be traced back to you, Public relations in most cases come from third parties and hence play a significant role in branding your product or service. In spite of its glamorous outfit, Public relations has got much more effect and meaning attached to it.

When compared to advertising, public relations are far more economical and reach out easily to your targeted customers in masses. It throws light upon the real and actual demand that the product or service has in the market and thus facilitates in creating awareness on a wide scale. Relationships with the media help you to get out of the conventional in-house communications. If your competitors are not employing Public Relation techniques, then you are always on the better end by reaping the very many benefits that are gifted by Public relations.

Think twice if you believe the exclusive way to market your product and service is advertising alone. A bit of both would always be better and it is the best if your marketing plans give predominant importance to public relations. If Public relations did not form a part of your existing marketing agenda, it is high time to implement them!

How Can Real Estate Benefit From Public Relations?

Why Use Public Relations for your Business?

The Power of Media

Public Relations has many benefits for a real estate company among which the most notable is brand visibility. Public Relations allows you to leverage the media personnel, which includes journalists, bloggers, influencers and newspaper publications, to spread the word about your business. And this is not just limited to your company.

Media can help bring attention to your new project or any new idea of your company. If you aren’t able to inform people about a new apartment or project, you will fail to make sales. That’s how important coverage and visibility can be for your real estate business.

Media personnel have vast reach and viewership. They are considered as a reliable source of information. So when you receive third-party validation from any kind of coverage, article or blog, this increases your credibility in the minds of the audience.

Having said that, it is crucial to develop and maintain cordial relationship with writers, publicists, journalists and influencers. Having strong ties with the media will come in handy for regularly promoting your business and introducing your business to the audience. The key is to offer them certain benefits, which includes driving traffic to their websites and through advertising revenue. This can be possible only if you have an established online presence which includes a website and active participation in social media and other marketing tactics.

Crisis Management

Crises are a part of every business and now even more so as the real estate market is always faced with complex litigation. Moreover, receiving approval and gaining the public’s acceptance has become a hurdle these days. They is crucial in this regard as it acts as a middleman between the company and the public.

Real Estate Industry is prone to crises and every company must have efficient representatives to address issues. They are experts in handling crisis and can help companies in mitigating damages and to overcome the crisis. Also, it is crucial for businesses to have a strong crisis communication plan to tackle problems that might occur in the future.

Build Brand Recognition and Reputation

Like every other marketing strategy, They strategies must be followed continuously. Through continuous efforts, businesses can build brand recognition. When the audience sees your company’s name and positive content mentioned in various media coverage, it has a positive impact on their minds.

In the end, trust is essential. Through conscious public relations effort, you can build a positive reputation for your business. They can also help implement community relations and corporate social responsibility. This can help in building a strong brand foundation, which in the long run, is highly fruitful.

Reap the benefits of PR by including it in your marketing strategy. So, hire a Public relations agency now and enhance your real estate brand through public relations.

Increase Your Sales 300% With Public Relations

Many small business owners with whom I talk simply don’t see the need for public relations – much less the need to hire an agency to represent them. I often hear small business owners say “I don’t need you, I write my own press releases!” That’s great, but if you consider “public relations” to just be writing a press release then you are probably missing 90% of the value.

The fact is, almost any small business can receive a positive return on investment if they manage their expectations and budget accordingly. Unlike advertising, you can’t dictate where, when, what and how often your message will be delivered. Public Relations is many things, but it is NOT “Free Ads.” Instead, one should view it as the ultimate “word of mouth.” Instead of one happy customer telling 10 of her friends, today’s Internet media can reach MILLIONS of people in a single day!

This is a great thing if you have confidence in your brand and patience with reporters who may have never heard of you, your company, products or even your new business concept. Ultimately, if you can sell the idea to an individual reporter he will talk about it – to his readers, co-workers and his friends at the TV station on the other side of town.

The long term benefits of public relations are what really create value. Unlike advertising, public relations campaigns aren’t always powerful immediately, nor do its effects fade once the campaign is over. Good press will last for months and years. It will also help defend your company from negative things that may come up. Additionally, positive press and public image can also generate increased awareness, leading to even more coverage … without you even lifting a finger!

For example, if you put a banner advertisement on a site that features a review of your competitor’s product, your message is delivered and that’s great. But what about two weeks or six months later when that advertising campaign is over? Your competitor’s review is still there … building value for their brand.

In fact, with today’s search engines, that review may actually become more powerful as people begin to link to it and treat it as an authority!

Last fall I created a campaign suggesting that as people upgraded their Xbox game consoles to the Xbox 360 that they might find a new home for their old console inside an arcade cabinet kit from Dream Arcades ([http://www.prweb.com/releases/2005/11/prweb310903.php]). The results from this campaign are a perfect example of the power of public relations.

The news that their controls would work with Xbox was old – everyone in the enthusiast community already knew that – but people that read Maxim, Stuff, New York Times, NBC … even ESPN didn’t!

They all loved this pitch. It was timely, well crafted and most importantly, it stood-out from the thousands of “Coming soon, an even better Xbox!” articles that everyone was obliged to write.

As a result, traffic to DreamArcades.com exploded – and so did their orders!

You are probably thinking that sounds like the end, but in reality this was the beginning. The wonderful thing about public relations campaigns vs. advertising campaigns is that the impact just keeps growing … if you are able to keep feeding it.

A few weeks later I got a call from PlayBoy. They had heard about Dream Arcades and now wanted to feature it in their April 2006 feature “PlayBoy’s Ultimate Gameroom.” With nearly 2 million paid subscribers and who knows how many total readers, this is a MASSIVE achievement. If I had simply called them and pitched cold I would never have made it past the call screener. Instead, I had an editor CALL ME!

That article – and the media preceding it allowed Dream Arcades to increase the price of their products, while at the same time increasing their sales volume. The PlayBoy feature alone resulted in a sales increase of more than 250% and remains at a much higher level than it was prior to that.

The lesson that is important to draw from this is that sometimes PR takes months to generate dividends but when it does, it pays off dramatically. For the example above, the story began in Sept. 2005 and the feature came out in Feb. 2006 – five months later.

So what can a business owner do and, if she should hire someone, what should they help her with?

Anyone with time to spend, the ability to write clearly and speak English well can:

1. Write a press release

2. Write a letter to the editor of their local papers and trade media

3. Answer the phone when a reporter calls

4. Quickly and concisely provide the information the reporter needs.

Additionally, with access to the internet, most people can also research the contact info for national and regional media. Or they can use a service like PR Web to quickly, cheaply and easily send out a press release.

So why do you need a public relations agency if you can write a press release and talk to the media all by yourself?

The answer is simple; because a professional can usually do it better – generating more positive results quicker, with less mistakes.

A public relations agent can:

1.Provide access to pre-existing contacts, PR tools and media databases.

2.Provide an outside perspective – and the ability to suggest new ways of promoting the company, products, and services. I once had an article in the Financial Times and my boss called me in and demanded to know why I was “wasting my time” with, “some paper he had never heard of!”

3.Work with the business owner to maximize opportunities such as holidays, pop-culture news, or even political events.

4.Construct and polish pitches that are tailored to individual media and reporters.

5.Provide the experience of knowing what will and what won’t work – so that you make less mistakes. Good PR agents have already made and (hopefully) learned from their mistakes!

6.Help when the business owner simply doesn’t have the time to do it herself.

Should a business owner decide to brave the PR world all by herself, there are some quick and easy ways to make reach the public and the media – without spending a lot of money.

Make Friends with Trade Press!

If you are in an industry such as plastics, vending, gaming, dentistry, or even video games, find out who your trade media is. Almost every industry has trade media – websites, magazines, and newsletters. These guys are your friends. Your suppliers and your distributors probably read these. The best part is that if you send updates and news once per month you can build good awareness and even better – experience working with the press … a friendly press.

Make your Website Press Friendly!

You should have a website. Your website should be easy to navigate. Reporters should be able to quickly find a section labeled as “press” or “media.” This section should contain all the information that a reporter would need to cover your company and products.

This at a minimum should include: contacts (phone and email), product brochures, product and company logo images for print and online use, brief company history and accomplishments, press releases and a list of upcoming events.

Let People Know about Your Website!

All of your marketing materials should include a link to your website. This includes emails, business cards, and brochures. Today you can even buy personalized stamps (www.zazzle.com) to make your mail stand out even before it’s opened.

Learn from your Mistakes!

You will make mistakes. Don’t let that bother you. Most media people are very forgiving. Often, they want the story as much as you want to give it to them. Just remember, they are human too.

Talk, Write and Share Your Knowledge!

Write articles for sites such as this one. Hey, it’s free except your time! This creates your own PR. Just like an article written by someone about me; it will last on the internet. If you like my ideas and comments I am sure you will be interested to learn more about who I am and what my company does. This can work for you just as it does for me!