I talk to many small business owners who are not familiar with how PR can work for their business. Some believe that PR is only for large corporations or those who want media attention. Earlier this year I gave a presentation that provides an overview of PR and tips for using it in your business. As we head into the end of 2011, now is a great time to prepare to add PR to your 2012 toolkit. (Note: If the presentation does not load on the page for you click here to view.)
Do your 2012 plans include PR? Why or why not?
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Hi Karen, PR has always been a bit of a challenge for me. Entrepreneurs tend to think everything they do is supremely interesting even when the pubic is indifferent, which is most of the time. Middle market firms have trouble generating real news – although I think they do overlook truly newsworthy PR opportunities because they are so focused on sales and operations. What percentage of a small company/entrepreneur’s marketing budget should be devoted to PR in your view?
Hi Brad, great observations! First to answer your question, the budget will vary but many will recommend 3-5% of annual revenue. Media relations gets the most attention but many PR pros do not even handle this area of PR! Entrepreneurs can utilize PR to establish visibility with their target audience, and establish thought leadership. Contributed articles for example are a great PR tool.
Nice slideshow, liked the quotes esp. the one from Kipling. I think it’s impossible to approach this without addressing social media, not surprised to see how you integrated that at the end. Only quibble Karen, these great tips – for ‘publicity’ and ‘media relations’ which as you know are just part of PR (granted the part of PR that many SMBs more often seek, visibility and awareness). FWIW.
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