Why Investing in Public Relations is so Important

It's no secret that businesses of every size are cutting back, from laying off staff to business travel.

As you re-adjust your budget this year, one line item you really cannot afford to decrease is your marketing and PR budget.

There are few expenses that can drive the type of quick ROI that your marketing and PR efforts can deliver. Even in the best of times, PR especially can be a strong arsenal in your marketing toolkit.

In these challenging times, it can really hold the key to your success now and in the future. Marketing and PR covers a wide net, from marketing collateral to prospecting communications, advertising, and customer/client outreach efforts. The goal is to not have all your eggs in one basket - make sure your plan incorporates the necessary pieces to make your company stand out from the rest.

It doesn't matter what you make or do: you have to sell it. If people don't know about you, your products or your services or if they aren't reminded about them, then how can they buy from you or hire you? You must be visible.


The good new is that public relations can be one of the most affordable ways to let customers know what you're doing and how you can help them. In addition to using a traditional PR firm to help you get press, you can employ countless free or inexpensive PR techniques yourself.

• The digital world has made grassroots PR easier than ever. Email can be your best friend. It costs very little to send out email blasts highlighting your successes, offering special incentives or unique offerings to customers or clients, or brief newsletters discussing points of interest in your industry. Companies like Constant Contact (what I'm using to send you this email) have made it easier and cost-effective to keep your network abreast of what you're up to.Social media such as Facebook and MySpace might be appropriate, too. Blogs, another free service, are yet another effective way of getting your message out, creating conversations with customers, or driving traffic to your Web site. For more tech savvy companies, there are text messaging, Twitter, or iPhone applications.
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  Sometimes a simple gesture like a call or handwritten thank you note can be the most powerful type of communication. I'm amazed at how few people bother to send a thank you note. Not only is it appropriate to thank people when they've taken the time to help you or provide you business, since seldom does it happen, it allows you to make a real and positive impression. Any card will really do, but if you want to support a non-profit while you're at it, consider cards from Chicago-based WomanCraft (www.WomanCraft.net).
  
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  If writing is not your forte, call your clients or customers. Invite them into your office or store, if only for a cup of coffee. Give them updates. Thank them for their business. Ask them for suggestions of what might be good promotions or niche markets, products or services. Ask them what is on their minds. Ask if they'd like to contribute to your newsletter or blog. Depending on your type of business, ask for referrals to other people you might be able to help or serve. Letting your clients know you appreciate them is always great PR - also referred to as good old client service!

In a difficult environment, small businesses cannot afford to hibernate. You must be seen and you must communicate. Investing in public relations efforts will keep you in front of your customers and let them know that your doors are open.



Committing time and even a small amount of money into communications and outreach can be one of the best investments you can make in any environment. In this challenging atmosphere, concentrating on public relations might be the smartest investment you can make.

Until next time,

-Megy Karydes, President
Karydes Consulting
www.KarydesConsulting.com