Whatever your line of business, in the run-up to Christmas you are probably wondering what you can do to make 2013 a whole lot more profitable.
You know your market, your products and pricing are right, your service is excellent – but somehow you are not quite cutting it.
It’s likely the one thing you are not doing adequately is communicating. That is the activity you simply must step up during prolonged periods of downturn or recession. You must keep telling people what you offer and why they should buy from you.
Advertising is good – if you can afford enough placements across a wide range of media to reach all your target customers. A public relations programme, on the other hand, can make a limited marketing budget go a lot further. You don’t need to spend huge sums on PR, but plan for ongoing activity, every month.
To help you, here are five PR-related ‘New Year resolutions’ for better communication:
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.