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Public relations is a powerful tool that can help gain and maintain that ever-crucial competitive advantage. As all our clients know, it is integral to the attraction of customers, investment and employees, to helping survival in a crisis and improving customer relations.
If you are reading this, then chances are you are considering embarking on PR for the first time - so let us help. We answer some burning questions you may have.
Do We Really Need PR?
PR is for everyone because every company, whatever its field, be it large or small, has a reputation that it generates through its everyday interactions with customers, suppliers, employees and the local community. Therefore every company has a chance to turn its reputation into an asset using PR and create business advantage -ignored, it is a wasted opportunity that can also become a hindrance.
For example, you may be a lighting manufacturer whose target market is architects. You are not big brand consumer, so what use is PR?
Believe it or not, there are 58 trade magazines that are read and indeed classed as an important information source by architects. Each magazine has an average monthly circulation of 18,000. Therefore, by using media relations PR to get coverage in these magazines, you have an opportunity to communicate your company's message to thousands of key targets on a regular basis, generating awareness and all important sales leads.
Are you still willing to miss out? We're sure your competitors won't.
We Think We Already Have a Good Reputation, So Why Would We Need PR?
Are you so sure? It would be foolish to assume that the comments made in your company mission statement, your desired image, reflect the way your company is seen by the people that count, your perceived image. The two can often be poles apart - carry out research to see what people really think of your company, you may be surprised!
To achieve a strong and positive reputation, a company has to align its perceived image with its desired image, which is where PR is key. Equally, a reputation has to then be managed to ensure it stays aligned and works for you in the best possible way to ensure competitive advantage in this ever-changing business climate. Being complacent about your reputation will prove to be an Achilles heel in the long run.
Isn't PR a Luxury ?
PR should not be seen as a luxury, but as an investment that can make a tangible and real contribution to the success of your business.
It also doesn't have to be expensive - lavish parties are not a pre-requisite of PR.
A good PR company should be able to make the most of your budget, whatever the size. Used in the right way, the smallest of budgets can go a long way and be extremely effective.
Also, it is worth remembering that funding for PR is often readily available from many local authorities and Business Links in the regions.
A contribution of up to 50% (depending on your area) is an excellent incentive towards realising a full or ad hoc PR programme. Listed on the National Business Link Consultants Register, Vantage has experience in assisting clients with obtaining funding and working out a PR programme.
You can apply for funding anytime, but one of the best times is in early April when there are new allocations of funds.
In the immortal words of Bill Gates, "If I was down to my last dollar I would spend it on PR."
A Final Word
If you have ever lost out to competitors because your company name is not as familiar, or because it was thought you didn't offer, or weren't capable of offering a particular service, then isn't it time you paid your company's reputation some attention?
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