Guest Post by Michelle Taney
Recession chatter is reaching a crescendo; the media is full of reports, Wall Street economists predicted it, and companies are planning for it. Should you preserve your PR budget in 2009? As you consider your answer remember this; businesses are the most vulnerable in tough times and yet history shows that companies that increase their PR and marketing budgets have been able to grow exponentially during recession years.
Not recognizing the power of PR can be the difference between success and failure. Harness this power and put it to work for you. PR investments still make sense even with an ultra-tight budget. Here are a couple of things you should know about your PR campaigns and why this budget should stay intact.
1) PR budget should not be considered the same as your advertising budget.
In advertising, you’re paying to control the message that you want delivered. With PR interviews you’re getting company recognition through media outlets. This type of informative message is extremely valuable and necessary for future growth. The public can be cynical. Think of how many advertising messages you hear each day. Companies have throw $10,000+ into advertising and get almost no return for it. When you’re interviewed on a local program rather than buying a commercial spot you instantly gain an enormous amount of credibility, (and can still advertise your product).
2) Your company needs a voice.
Even if pr budgets are scaled back, you don’t want your company to “lose its voice.” There are many other companies that will certainly fill the void if you go silent. And if you find yourself in a dormant pattern, how much “louder” will you need to speak when your customers are ready to buy again? PR can be affordable and a great way to keep your voice out their in the media, whether it’s through a basic press release, interviews or articles. It’s a way to stay in front of potential customers. PR can also help you reach niche markets where advertising may be cost-prohibitive.
3) Media professionals are in need of your help.
With this tight economy, many businesses – including the media – are seeing budgets trimmed and employee layoffs. This means more and more media professionals are relying on good outside sources (i.e. savvy news-generating companies and PR pros) to fill their quota for newsworthy content. This opens doors for you because they need viable story leads. Many hosts/producers must maintain blogs, develop podcasts, create e-newsletters and post news on the web weekly, if not daily or hourly. That’s a lot of material to fill. Position yourself with up-to-date news angles that can be used immediately.
4) Now is NOT the time for your website to be outdated.
Check your website expiration date! If the material on your site is out-of-date, quickly pull together current information – give it a new facelift if necessary. The same content you’ve developed for the media can be adapted for your website. Keep it fresh, support your SEO and SEM efforts, and even engage customers directly.
Now is the time to put more emphasis on your PR activities. One approach that can help generate leads would be radio PR. An affordable radio campaign might just be the adrenaline rush your company needs. Finding publicity opportunities is often confusing and certainly a hit-or-miss process. Search the internet and you’ll find many reports on “DIY” PR campaign…. however, bear in mind it will cost you and your business in terms of time and effort. Make sure you’re considering the real cost of your time versus that of a third party.
Media Guests Inc. is doing their part to enhance current and emerging companies with an affordable radio PR campaign. By putting our media connections and skills to work for you this campaign is designed to give you a low cost alternative, and a short term PR blast. PR President of Media Guests Inc, Michelle Taney says, “We’re doing our best to respond to the financial pressures facing many companies that still need an important and powerful presence in the media. Broadcasting your company information through the media can make all the difference.”
In our current campaign we offer new clients the opportunity to start a radio campaign for only $49.99 – and guarantee you’ll receive 3 interviews from our media distribution. To find out all the details click here.
There are many ways to generate publicity without spending a fortune. Take the time to find them and make them work with your specific business situation. Use effective publicity techniques; time-tested PR tactics that deliver attention, buzz and more importantly customers.
