Success in business places a premium on aggressive, opportunistic sales and marketing. But make no mistake, you are wasting the most credible, trusted and cost-efficient type of marketing there is if you're not making PR a vital part of the equation.
Public relations is about reaching the community of journalists and industry analysts who have the power to chart and influence the perception of your company. It's about:
- Creating awareness of your company and the value of your products or services as a way to achieve awareness, competitive differentiation, preference and, ultimately, market leadership.
- Placing articles in online, business and industry trade publications and generating evaluations from leading industry analysts. This, in turn, produces sales leads and referrals that generate profitable business.
- Maintaining a consistent presence in the mainstream and evolving social media communicates your key messages effectively, ultimately enabling you to "Define the Market in Your Own Image"SM
Advertising, events, direct response and web-based marketing certainly have their place. But these are hopelessly congested, heavily-hyped arenas, and buyers know vendor claims are not validated by any objective third party. PR is different, which is why it's so effective. And the best part is that PR-driven coverage is free -- in fact, you couldn't buy it even if you wanted to.
In the final analysis, public relations is key to shaping the story of what you want the world to know about your company and what it stands for.
Bottom Line Communications, LLC (BLC) is an award-winning full-service public relations and marketing communications consultancy serving the high-tech industry and other fields. If PR is not a strategic part of your marketing communications program, it's not too late. It's just that the sooner we talk the better you'll feel.