Bill Gates said, “If I was down to my last dollar, I would spend it on public relations.” Now, while we know the likelihood of Bill Gates ever being down to his last dollar is highly unlikely, he makes a good point.
Public relations is all about creating valuable content and managing relationships. It’s getting someone else to tell people how great you are. It builds trust and increases brand awareness. But if you have no public relations experience at all, or you are a small business, it can be difficult to know where to put your efforts or where to start. Getting the timing of your PR campaigns right can also be tricky.
When PR is the most effective
As with most things in life, if you fail to plan, you plan to fail. Therefore, before you start any PR campaign, you need to set goals, limits and determine what the campaign’s success will look like. In other words, you need to formulate a public relations strategy.
When you know what you’d like to achieve with your PR, it will be easier to know when it will be the most effective and what it should be about.
Some of the best times to consider doing a PR campaign is when:
- You launch a new product.
- You want to add value to your customers through thought-leadership pieces.
- You move or acquire new premises (only if people visit your premises).
- You have exciting, controversial, new information to share about your industry.
- You sign on a massive client or receive an exciting opportunity in your business.
- You sponsor, or are involved with, local events or charities.
- Something on your social media or in your industry has gone viral.
- You have a milestone event, such as your 10000th customer or something similar.
The critical thing to remember about when PR is most effective is striking the iron while it’s still hot. Old news is not good news so make sure that you get the information out there while it’s still fresh and new.