Well whilst each of these are perfectly valid marketing routes and one’s any forward thinking company should at least test the very best type of marketing for all types of business is the type that is free. That’s right Ladies and Gentlemen, if you’re working with a tight marketing budget (or indeed with no set marketing budget at all) then you can now get exposure for your product, service or company in the form of PR (or Public Relations).

For large companies PR is big business. They will think nothing of employing staff with the sole intention of getting the name of their company in the media (be it written press, television, radio or online). And because the PR market is seemingly dominated by the larger companies small companies shy away from using PR in their marketing mix.

If this applies to you then good times could well be ahead as PR is a vital part of the marketing mix for smaller companies in particular as they often don’t have the time or money to spend on often expensive advertising or other marketing.

Business Marketing and Small Business Marketing often share many of the same functions but successful businesses of all sizes use PR to promote their business, build their reputation and become a recognised expert in their particular field. And the beauty of PR is that everyone is an expert in something. And by passing on your expertise in a particular subject in the right way you become newsworthy.

And that is the real secret when it comes to good PR. It has to be interesting and newsworthy. Nobody cares that you’ve just launched a new website or that Mrs Jones in Accounts has just become a Grandmother for the second time (both subjects I’ve seen in press releases and both subjects I’ve seen in journalist’s bins!!). And if you’ve ever attempted PR only not to have it published then I wouldn’t worry too much about it as you’re amongst the 99% of companies who send out PR that isn’t newsworthy or interesting.

Over the course of the next few weeks and months I’ll be giving you tips and advice and how you (whatever business you’re in) can make sure you’re in the 1% of companies who do get PR published and who does get business as a result of it. Until then here are a few words on Why PR is important.

Communication lies at the heart of today’s modern society. Be it on the internet, television, pod casts or whatever medium you choose. And with so many firms competing for the same business as you, how do your customers differentiate between you and your competitors?

The answer lies not particularly in the size of your Yellow Pages advert but how you project yourself and what your firm has to offer.

PR has a huge sway in the minds of consumers as the perceived third party endorsement that comes from editorial coverage can be substantial, maybe even more so than advertising that can cost hundreds or thousands of pounds. This done well can result in increased exposure, increased business and increased profits. And if you want your business to be the best it can be then becoming good at PR is something you want to do.

And remember, it’s FREE!

About the Author
Mark Burdett is the owner of one of the UK’s Leading Marketing Consultancy firms, The Marketing Buzz.

With almost 2 decades of marketing experience Mark has worked on highly successful and profitable campaigns for companies including Norwich Union, Kia Motors and Zurich. Now based in Newcastle upon Tyne, The Marketing Buzz help small and medium sized UK businesses grow and increase their profits by using highly effective Marketing techniques. If you want to grow your business and increase your profits contact The Marketing Buzz at http://www.themarketingbuzz.co.uk