Five Common Myths About Practicing Good PR Public Relations is a subject that mystifies many retailers. Most probably know that public relations is an important part of any strategic, integrated marketing plan, but they're not sure how to make it happen. Heck, they may not even have a good handle on what "PR" really is.
One reason is that, by definition, PR is many different things. It's influencing public opinion. It's generating positive media exposure for a product, service or even a person. It's an important vehicle to support your advertising message. it's creating an image for your company or your industry-and these are just a few of the facets and goals of a solid, overall PR program. In most retail environments (shooting sports included), the primary objective of PR is to gain print and broadcast media exposure and awareness for your company above and beyond what you generate through paid advertising. The desired end result of this, of course, is to increase traffic and sales.
Here are five common myths that may be holding you back from understanding- and practicing- good PR:
1. PR IS ONE OF THE "SOFTER" ASPECTS OF MARKETING. It may be difficult to see the direct link between PR and increased sales, but savvy marketers know the connection is a strong one. News-oriented media exposure not only increases awareness of your company, it carries with it implied third-party endorsement. This kind of credibility can't be bought at any price, but is available to those willing to craft a cleaver PR program. Unlike advertising- which is limited in scope by available media budget- the potential impact of PR is virtually unlimited.
2. THE MEDIA CAN FIND ME IF THEY WANT. While reacting to media needs and inquires is one facet of PR, you're selling yourself short if you stop there. Competition for press coverage is fierce and members of the media are bombarded with news and information. Like the proverbial early bird that gets the worm, good OR goes to those who take a proactive approach. When you craft the message and pitch the story, you can make the story you want happen.
3. SMALL BUSINESS CAN'T AFFORD TO DO PR. The truth is, you can't afford not to! PR is by far the most cost effective way to "spread the word" about your business. While there are costs involved in working with an agency or producing materials, a proactive PR campaign will return your investment many times over in media exposure and awareness. A comparatively small investment in time and money can open the door to coverage in newspapers, magazine, radio and television-netting credibility and exposure far beyond what you'd be able to buy in advertising.
4. YOU CAN RELY SOLEY ON THE NATIONAL PR EFFORT OF MANUFACTURERS. It's great to work with firearms and accessory manufacturers with active product PR programs-these efforts gain exposure for the new products you sell in national publications and shows. But how are consumers going to relate this to your store or website? Just as you need to advertise directly to your customers, you need to put your name in their minds and on the tip of their tongues through regional exposure. Think of the opportunities out there in regional hunting publications, hometown newspaper outdoor editors, hunting and fishing radio and television shows, even business news.
5. I DON'T NEED TO HIRE A PRO...ANY PR IS GOOD PR. Ask yourself how much your company's image is worth. A typo-filled press release, inappropriate pitch or badly conceived publicity stunt is worse than no PR at all. These actions can aggravate the very writers and reporters with whime you're hoping to cultivate realtionships. Working with a qualified PR agency is not that expensive, and can actually save you money by making sure your efforts are well dircted and well executed. When it comes to your company's image with the media and the public, it pays to work with experts you can trust.
You'd be hard pressed to find a successful company in this industry- from large manufacturers to regular Mom-and-Pop retailers-that doesn't use proven PR techniques to boost its marketing efforts. When it comes to maximizing exposure, the press can be a powerful ally- and in today's competitive environment, businesses need every advantage they can get.
By Bruce Bear
Bear Enthusiast Marketing Group is a leading marketing, advertising and public relations agency serving the shooting, hunting and outdoor industries, Visit www.bearemg.com.
.jpg "Image")
