The Symes Report is excited to share this wonderful article written by the very talented Candice Meisels on some of the misconceptions around PR. Candice is an expert in her field and a thought leader in this space and I am very proud to share her work and hope you enjoy.
The misconception that many business owners have about PR
Written by Candice Meisels.
I have given many workshops and masterclasses to start up and SME business owners and many business owners do not understand what PR is and how it falls into the overall Marketing Strategy.
Business owners have heard of the word PR and now that they have to invest in PR at some stage. PR is not just a buzz word. It can be a powerful medium for small business owners and start-ups to communicate effectively with the media and ultimately with their target audience.
The basic Marketing Mix is made up of the target market and the and 4 P’s.
The first P is Product, and this forms the tangible product that the business sells. This includes packaging, branding, USP, features etc.
The second P is Place and this is where you sell your product. It can be an online store, bricks and mortar store or online or physical marketplace.
The third P is Price, and this is your Pricing Strategy. How much does your product cost, your wholesale price, discounts etc. Do you follow a premium price strategy or a loss leader strategy?
The fourth P is the Promotion element of the Marketing Mix. This is where all promotional activities live. Advertising, Sales Promotions, In Store promotions, Direct Marketing, Newsletters and of course PR live here.
PR falls under the fourth P of the Marketing Mix.
PR is not advertising. It is publicity which is generally unpaid unless the small business owner hires a PR expert to implement the campaign on behalf of their business.
The PR message can be controlled to a degree, but it cannot be controlled entirely as it is unpaid. If it were paid then it would be an advert or a sponsored post.
PR content should always be customised to the media outlet. It should also be current and newsworthy. Sales jargon and calls to action should be avoided when creating editorial.
PR can assist business owners with creating brand awareness, pitching themselves as an expert and building credibility. PR can also personify a business when the business owner shares their unique story with the media and their customers.
PR can also help a business to grow their social media audience and SEO organically.
There are different ways of implementing PR Strategies for start-ups:
1. Give it a go and do your own PR.
2. Hire a PR Consultant or freelancer which will be more affordable
3. Hire an agency if you have more budget.
To see up to date coverage that I have achieved for my clients, go to my Facebook page:
Candice Meisels is a certified tertiary level PR and Marketing Trainer. She is also an author and has published The Power of PR: PR for Small Businesses and Marketing and PR Strategy, Strengthen Your Strategy which is a workbook for small business owners.
Candice is passionate about helping micro businesses through to medium sized business.
She does this through her consultingPR Campaign work which she offers for small to medium size businesses, her micro start up business, Pay As You Go PRand her PR educational and support business, The PR Circle.
Facebook: Candice Meisels PR
Linked in: Candice Meisels