In these uncertain and economically challenging times, it’s easy to stop communicating just to save money.
When things get difficult for businesses, often the first thing that happens is they cut off their communication to the outside world in order to save money.
That’s really a false economy as silence is most certainly not golden when it comes to business. Take it from Bill Gates, the founder of Microsoft, who famously said, “If I was down to my last dollar, I’d spend it on PR.”
Maintaining and developing the external profile of your business is inextricably linked to its long term success and should be a fundamental part of any business plan. Every member of the team should be familiar with its key messages and these should be reflected in your communications strategy. Yes, you need a strategy!
Knowing what to say, when to say it, how to say it and who to say it to plays a crucial role in steering a business through the leaner times, as well as the good. Time spent considering innovative ways of raising awareness and standing out from competitors will help you strengthen your market position.
Finding the right angle
Well crafted public relations activity is a great way of keeping your business visible and front of mind in its field. PR, in all its forms, provides a cost effective opportunity for SMEs, as well as bigger organisations, to raise their profile and punch above their weight. Hertfordshire PR agency, Blackbird, is a specialist in delivering meaningful traction for its clients.
In such a noisy world, however, it’s vital that a business determines relevant messages for specific audiences. For example, is your company focused on reaching consumers or is it business to business oriented? In journalistic parlance, you need to find the angle. This is the ‘X factor’, the piece of news that will attract attention and invite people to find out more about your business.
Does your business invest in apprenticeships, for example, or has it pioneered a new product, moved into new premises or won an award?
By generating a steady flow of relevant news, you will gradually improve your profile and at the same time, build credibility with stakeholders. Understanding your customers and where they obtain their information from, both offline and online, will help you reach them. Remember to capitalise on any exposure generated by sharing it on the company’s social media channels and posting it on your website, to amplify the news to your network.
Do ensure that your online ‘shop window’ is updated. Include customer testimonials and make it clear what you’re offering and how to contact you. It’s a good idea to get your business listed in all the free online directories and take advantage of their search engine optimisation, to help potential customers find you.
To help your business find its ‘X Factor’, please get in touch.