Part 1
Determining Campaign Timing

The first in a four part series on using creative marketing and public relations to enhance your organization's industry standing, drive sales and increase shareholder value, by Raker Goldstein & Co., Inc.

Companies are increasingly looking to public relations, the art and science of building relationships with a variety of audiences, as they seek to stimulate issue awareness, increase brand visibility and distinguish themselves from competitors. Public relations can be a powerful tool, and thus must be used responsibly, in helping to shape opinions, purchasing and investment decisions, and ultimately a company's bottom line.

Depending on the scope of a company's marketing objectives and resources available, hiring professionals with a sensitivity to your industry's issues, the necessary expertise and a proven track record makes a wise investment from both a time and cost standpoint, and almost always in terms of results.

Here are some considerations to keep in mind when trying to determine whether your company is ready to enlist the support of a public relations practitioner/agency:

1. Assess what marketing methods have worked in the past. If previous attempts have not lived up to your expectations, a public relations practitioner may offer fresh, creative approaches to enliven your marketing plan. For instance, if your business flourishes on word of mouth, yet you haven't aggressively sought any referrals from industry professionals, working with a marketing/PR pro could help you identify opportunities to increase visibility and sales through building valuable relationships with professionals in a position to recommend/refer products and/or services to their constituencies.

2. Envision the Role You Would Like To Take On in the PR Process. The ideal spokesperson would be a top-level management executive in your company to prepare and deliver ideas across a variety of venues (speaking platforms, industry networking gatherings and interviews with the news media). Depending on the size of the organization, the point person for the practitioner/agency should be prepared to devote time and ideas to campaign direction planning/assessment, material development, media training and industry outreach endeavors. Whether you are the best person for the spotlight or if you prefer a strictly managerial role, make sure your schedule allows for your new responsibility.

3. Identify Key Relationships You Would Like To Establish Or Re-Enforce. Develop a list of current industry contacts and valuable prospects, keeping in mind untapped resources and non-traditional referral sources that reflect an appreciation of issues relating to your industry. The right partnerships can make a bold statement about how your company relates to its community and industry overall, and can offer your audience a keener sense about your company's philosophy, objectives and style.

4. What It Comes Down To Is A Good Story. Whether based on an issue concerning your industry or a product or service, implementing a media relations plan to stimulate awareness through news exposure relies on appropriate timing and when needed, a willingness to talk about strategy, management and growth in terms of percentages, particularly if your company is privately held. These factors are the best illustrators of what your company is all about and how/why it is newsworthy and distinctive.

5. Ready Your Staff. Before embarking on a campaign, whether generated from in-house staff or managed by outside professionals, make sure you are able to accommodate an increase in demand for your product or service. A surge in incoming calls from curious consumers or Internet traffic to your Web site could come overnight, particularly as a result of your company being mentioned or featured in a media story. Telephone lines will need to be covered by additional in-house personnel or you may consider support from a telemarketing firm, one that is reliable and capable to accommodate an influx of industry and consumer queries.

As in all marketing pursuits, companies must know their audience at all times and anticipate questions and concerns before they are asked. Your investment in public relations will enable you to position your company before specific audiences such as retailers, industry professionals, end users and the news media. With proper preparation and the right partnership, your public relations practitioner will enable you to tailor your company's messages to address the specific needs of such groups, and garner unique results that cannot be matched by other marketing modalities.

For more information about public relations and how it can help your company, contact Raker Goldstein (www.rakergoldstein.com) at (201) 784-1818.

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