As a small business you want to promote your company in the easiest and most cost- effective manner possible. While we can’t all foot the bill for a PR firm be weary of these common PR myths.
1.Any press is good press
This age old saying only applies if you are celebrity. While Miley Cyrus’s career may be benefiting from bad publicity, your business won’t. Arguably an unknown, small business may see a slight increase in sales after a bout of bad publicity, but this is a losing strategy. You want to focus on putting out the best product and the best content for your business. Good press is good press.
2.All you need is a press release service
It is easy, albeit expensive, to put your press release on a wire service and watch it get coverage, but that doesn’t mean you are necessarily getting the right coverage. Even though you can customize who gets your release through services like PR Newswire of BusinessWire, the best coverage comes from pounding the pavement. Find out who the key influencers are in your industry and pick up the phone or send an email to get coverage for your business.
3.You don’t need social media
It is hard to measure social media ROI, which can deter companies from putting in the time and effort to grow their social media channels. Social media is a great way to gain exposure, increase traffic to your site and improve your website’s search ranking.
4.You don’t need to advertise.
PR is earned media, which means you aren’t directly paying for it. Advertising is still a great way to bring in new customers. Advertising is also a good way to build better relations with editors when it comes time to implement your PR strategy.
5.Good products don’t need PR
Just because a product is good doesn’t mean you should publicize it. PR can help expand the reach our your product whether it be in a niche market or a preexisting one. If you truly have a good product, the more people know about it, the more they will buy it.
It is also important to note that the cost of a publication plan designed and implemented by professionals often pays for itself. Choose an agency that will become a real partner, get to know you business and help you reach new targeted audiences.