Public Relations

public relations image for website

Many businesses have cut back on traditional public relations, forgoing article placement in publications and appearances in broadcast media for more immediate, direct response activities such as organic SEO, Adwords and social media review sites like Angie’s List and YELP. The need for quantitative, results oriented marketing methods is obvious – businesses need to evaluate lead generation activities and adjust spending based on what works and what doesn’t. But the most successful companies acknowledge that some powerful marketing activities fall into the category of “brand building.” that can’t be traced directly to a specific lead generation activity. Consumers and business buyers often find it difficult to answer the question, “where did you hear about us?” with a simple, one word response. Before a prospective customer calls a business for information and becomes a valid prospect, they often hear or read about a company multiple times, until they have a specific need to make the call or fill out the form on a website for more information. It’s not uncommon to hear a prospective customer says, “I saw your trucks in the neighborhood,” or “I saw your commercial on TV,” or “I found you online.” But these responses are often just the last time they could remember how they heard about your business, not remembering that your marketing might have “touched” them multiple times before they made the call.

Traditional public relations activities and the impact they have on consumer or business buyer behavior, tend to fall into the category of “brand building,” as opposed to direct response marketing. And smart businesses know that their participation in community activities, charity events, appearances on TV and radio shows and articles about their companies, have a great deal of influence in determining customer perceptions about their brands.

Traditional public relations can be a powerful component in any company’s marketing program. PR programs can be ongoing or created around special events or product introductions.