What is a public relations plan? Why is it important? What can it do for you? These are all important questions. If you can't answer them, then you need to work on your public relations.
A public relations plan is a layout of how you intend to inform the public, both consumers and non-consumers, about your company, your products, and the important events pertaining thereto. Many small companies and even large companies ignore the work of public relations, or don't bother to do it right because they don't realize the incredible potential of working with the media and with the general public.
First of all, you need to know what public relations can do for you. In the last issue, we spot-lighted a restaurant in New York City that had a very unique way of getting people to their location, without spending very much money at all. To find out what that was if this is your first issue, go to 101publicrelations.com, and view the blog.
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Public relations is what the words say: Relations with the public. Without any relations with the public, you may as well close your doors. You need people to know about you in order to buy your stuff.
Where do I get started? That's a great question. If you are just starting a business, you need to build your plan right along with your standard business plan and your marketing plan. That's how important it is.
Here is what were going to do...We are going to construct two scenarios. The first will be a new business being built, and the other will be an already established business with no public relations plan.
Scenario 1: You are the inventor of the Wazzle Widget, a nifty device that is a telephone and a multi-function universal remote control for all your electronic devices so you can stop looking for the phone while still controlling the television at the same time. You have invented the product, gotten your patents and found a manufacturer, but now you need to get the word out.
Scenario 2: For several years now, you have been running a pen making company. Your pens are the same as many other premium pens, but your service for your pens is phenomenal. Unfortunately, not many know about your great service department.
Step 1: Figure out what differentiates you from everyone else.
This is the step that, unfortunately, most companies ignore. But it's absolutely vital. If you don't do it, you're destined to fail, not only as a PR seeker, but as a business altogether. Get out a sheet of paper and a pencil. Don't use the computer. It's too easy to get distracted, and for some reason, writing it out by hand gets the blood flowing to your brain better. If you need to block out other distractions, close the door and LOCK IT.
On the top of that paper write "What makes my company or product different?" Then, write out what makes your product or your company different from the rest. When you run out of those thoughts, try answering the question -"why should my customers choose to buy from me instead of anyone else?" Write down details! Write down everything! Draw graphs and charts if you have to. When you work with more information, you are assisting yourself with the steps further down the line.
For scenario one, the obvious answers are there. The Wazzle Widget combines all of the key tools you need to run your life from the comfort of your easy chair into a single handy instrument. It is probably the first and only one of it's kind. It is completely unique and does not have any competition...yet. Perhaps highlighting the quality of the craftsmanship and the materials it is made out of would be a good measure. Don't forget the importance of how long the batteries last before needing to be replaced. There is a lot more if you just think deeper. Don't be afraid if the thought sounds stupid. Some stupid ideas have created some of the most successful ad campaigns in history.
For scenario two, since the premium pens are essentially the same as all of the others, then it would be better to try and be competitive on the service aspect. Your leverage will be the fact that maybe you offer a lifetime warranty. Perhaps your pen refills are sold in more areas than anywhere else. How about how well the pen writes? If it ever loses writing quality, you will replace it for free. Advantages count, regardless of how small or seemingly insignificant! Remember, when products are essentially the same as the competitions', customers will buy based upon the smallest of differences, even if the difference is only price.
Step 2: Get out another sheet of paper. On this sheet, I want you to write down all of the things you are doing currently to get the word out about your business or your product. If you're stapling flyers to telephone poles, write it down!
Why is this step important? I will show you through another example. How many of you watch movies? Probably all of you. When a new movie is being made, do they wait until it is finished to advertise it? NO! Why? Because when they build the hype behind it, people decide right away that they want to see it. First impressions are important. Making people wait in anticipation builds their excitement for seeing the movie. Never underestimate manipulation of the human element.
In both scenarios, you have considered advertising on television. You have already purchased radio segments for ads, but the ads have been somewhat disappointing in results.
Take some time to go through these steps. This is important. If you don't, you may potentially miss the one opportunity that could earn you millions of dollars of publicity.
Now, we need to analyze the information we have written down. Your advantages are your opportunities. The advertising is going to be the vehicle to the bank. You need to convert those advantages into money, and get it transported to the bank by your advertising vehicle.
Scenario one: We have noted that the Wazzle Widget is the only one of its kind. Besides figuring out our target market, we need to find out what makes our target market want to use our product. They don't have to get up and search for the misplaced portable phone. They just pick up the remote and answer, while turning down the television volume at the same time. Maybe we can appeal to those people who have difficulty moving quickly, or have difficulty walking. Perhaps targeting the young who are more apt to be couch potatoes than the more mature audience.
Scenario two: Your pens are comparable to many of the others out there. As such, you are going to direct your efforts more in other directions rather than in direct competition. For one, advertising about pens on the radio will get very little response because it is not a complimentary medium for the product. Trade journals or magazines would be better since a customer may get to see pictures of the product. Less conventional means of advertising and public relations would be in order, perhaps using contests, or sponsorships to get the word out.
Ok. We have finished part one. Obviously, we could go further in depth. Perhaps we will at a later time. For now, these basics should give you a good start. If you really are serious about getting a good public relations plan, then I suggest Media Relations Power. Yes, this is the sales pitch, but if you're serious about this topic, you'll listen to me.
Media Relations Power is a compilation of our special reports that deal directly with public relations and the media. You could buy all of these special reports separately, or you could save yourself about $50 and buy this compilation. Inside, you will find that the reports go into greater detail about all of the issues we discuss here. There's no fluff or filler. You get straight answers to the information you're looking for.
Don't waste your time hacking through books of material that doesn't apply to your situation. Instead, buy Media Relations Power and start getting good publicity. Just so that you know, we have a 100% satisfaction guarantee on Media Relations Power. If you're not satisfied, you get your money back, plain and simple. So, take the time to check it out. You won't be sorry.
Posted June 28, 2004
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