At some point in time, every business will need a PR firm’s help. At some point in your personal life, you’ll wish you had a PR firm in your pocket; trust me, this is an inevitability. A lot of people know that a PR firm can help dig them out of trouble if they commit a faux pas on a grand scale, but to a business, a PR firm can be a good friend, a partner, a group that helps get the message across to the masses that your business exists and whatever you’re engaged in doing, you do it better (or differently) than your competitors, meaning that people should stop in and see what you have to say. There’s a lot of fronts through which to get your message across, and a great public relations agency can help you decide which ones are the most useful to get your message across to the largest segment of your desired customers possible.
How will a PR firm help you do this? To start with, in the classic methods, things that have been employed since widespread publications first advertised goods for sale and service for pay; media buys. There are many different forms of media buy. A media buy can be something as simple and old-fashioned (though no less useful for all its years of age) as an advertisement on a choice page in your local newspaper. It can be something as innocuous and common as a thirty-second ad read on the radio by a public radio personality, a sportscaster, a talk show host, or even a local DJ spinning rock and roll hits for the local alternative station. A media buy, for a company large enough to produce (and afford to purchase and produce) a thirty-second live-action or animated short, can mean an advertisement during a popular fictional television show, aimed at local audiences. It can also be referring to the newly charted waters of social media marketing.
Social media marketing comes in two varieties, one being designed to get the attention of the desired customer base, the other being designed to keep them supporting the product or service with their purchases, thus converting what could have been a one-time statistical anomaly in sales into a long-term pattern of continuous growth.
Getting the attention of the customer requires well targeted media buys, as mentioned previously. But not just in what has become ‘old media’, that is to say television, print media, and radio, but also in targeted ad buys for social media networks. As anyone who has visited a social media network is aware (and I’m willing to bet quite a bit that anyone reading this article is aware of what social media is and has at least one account on a popular media site) of what I mean buy an ad buy on social media networks. This is ad space on that new frontier, the internet’s social media sites, purchased by a PR company with some skill and experience in social media management services. To make sure that this ad space is used to its fullest potential, it’ll be targeted at the people likeliest to make use of whatever your business has to offer, which is great, because if you’re trying to sell high-end, custom guitars to a bunch of people who are broke and don’t have any interest in guitar in the first place, you’ve just wasted money and time on that ad and that ad space.
Once you’ve got your desired customer’s attention in the first place, how do you get them to become a regular customer, not just a one-time customer who made a purchase and won’t return? With skilled management of your social media presence. If a man comes into your store to buy some jeans, you’ve made a one-time profit. If that guy comes into your store after having liked or followed one of your social media pages, goes home, likes the jeans, and then see a week or two later that you’re running a deal on those jeans, or that you’re offering a new set of the same jeans that are more desirable than the ones he already owns, then you’ve brought him back into the store, and maybe even made more profit. If you keep this up for years on end, you keep bringing him into the store, and all of a sudden, you’ve got a loyal customer buying clothes from your small business.
Now, instead of just one person, imagine this on a grander scale, and you’ll see the way your business can profit from the help of a professional public relations firm that understands and offers social media marketing services.