Bonjour, Hello!
Welcome to this episode of the NATA PR SCHOOL podcast.
Public relations: 6 keys to knowing when to use it
As you know, I like talking to you about the challenges our agency NATA PR faces. Very often, we’re asked how to tell whether and when public relations is useful.
Here are a few ways to be sure it’s time to talk to a public relations professional to get their advice:
- Your competitors seem to get all the exposure in newspapers, magazines, online and in the trade press, and they never contact you.
- Your representatives (sales agents) are starting to let you go and choosing competing brands.
- Your suppliers forget to mention you when they talk about the brands they’re offering their customers.
- Your employees in the field are finding it hard to close deals with new prospects. Those prospects often tell them, “I’ve never heard of your company. I don’t know these products.”
- Headhunters are trying to recruit your employees.
- The public sees your company as it was yesterday and not as it is today.
1. It’s no accident that your competitors are getting talked about. They’ve probably retained the services of a public services agency.
2. The more a brand gets talked about, the more exposure it gets, the more its CEO speaks up, the easier it will be for them to sell (think of Elon Musk).
3. Your suppliers will also lean toward the brands they know. There’s nothing more human than reordering what seems familiar to us or what we’ve heard about.
4. Your employees and sales agents are having a hard time opening prospects’ doors when they’re told: “I don’t know you, I don’t know your company and I don’t know your products.” Here, too, public relations can be helpful, giving you more exposure and making work easier for your sales force.
5. It will even be easier for you to hire new talent if you’re more in view and people can easily find articles about your company and your products.
6. Some of our clients had already had some success because, many years ago, they were lucky enough to be talked about at a product launch, or because they’d invested in an ad campaign that stuck with people, but after that they weren’t talked about anymore. We’d call them the “one-hit wonders.”
Public relations is a very powerful tool for ensuring that a brand will last. Quite simply, including communications in your marketing plan is vital. But as my partner would say: first, these brands actually need a marketing plan.
I hope that you enjoyed and were inspired by this little public relations break.
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