As we emerge – fully refreshed, one hopes – from the summer lethargy that affects much of the business community, it’s time to ramp up commercial activity on all fronts – including public relations.
Whether you are ‘relating’ publicly to consumers or other businesses, PR should be a vital part of your business plan. Of course you can do it yourself – but unless you are a rare communication genius, alongside all the other attributes you need for success in your chosen business sector, you’ll do better to buy in professional help.
The primary focus of business is to add value, so that goods can be sold at a profit. Part of the magic of capitalism is the challenge of convincing customers that the premium being charged is indeed value. So, at every stage in the supply chain, sellers have to communicate with their markets – to announce what is available for sale, and the value that has been added to it.
Value may be added in various ways, for example through manufacturing, through bringing year-round choice to supermarket shelves, or simply by backing delivery of commodity materials with excellent customer service and technical support. Each provides opportunities to tell a story.
PR consultants add value to your message. The small premium you pay for professional experience puts more shine on your words and unlocks additional opportunities for talking to your target audiences. Whether you need the occasional media release or a full-on, multi-faceted PR campaign, expert help will improve communication effectiveness – and free you to concentrate on your primary business.
The ‘right’ time for communicating may sometimes hinge on seasonal events or product launch dates, but building rapport with customers through PR should be an ongoing activity. Start today! Contact us now!
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 17 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.