Do public relations specialists add value to a small business?
Nimita Morarji, director of serum public relations, replies:
Some small business entrepreneurs shun public relations, unaware of the strategic value it can bring to their companies.
Misconceived as a pricey item on the marketing budget, many businesspeople believe that public relations is reserved
for major corporates that can afford large and expensive agencies.
This could not be further from the truth. Every business needs to get the word out on its company, products and services, and public relations provides one of the most cost-effective means to achieve this.
Public relations is recognised as an essential part of an integrated marketing strategy for any business, which can have positive, measurable outcomes such as increased sales and profits as well as business growth.
If you own or operate a small business you should be aware of the value a public relations specialist can bring to your business. In particular:
* Expertise: Are you a skilled writer? Do you know how to tell your story to the media? Specialists can call upon their expertise to lead you through the process step by step. They have well-established contacts to assist you in building relationships with the media.
* Time: Effective public relations requires flexibility, taking advantage of opportunities and responding to industry events as they arise. Do you have the time to devote to this when your efforts can be directed into doing what you do best for your business? Public relations activity takes time and needs to be well executed, which a specialist can carry out on your behalf.
* Budget: Budget constraints may prevent you from employing a full-time person. However, you can engage a specialist on a project basis or agree to a certain number of hours a month. Specialists can advise you how long each activity will take, what the costs are, and the expected results.
* External perspective: A vital role of specialists is monitoring your industry for competitive trends, new technologies and developments that you may not be aware of. They are also on hand to identify issues and events that may affect your business, offer strategic advice, and provide fresh ideas on how to reach new customers.
Most important, public relations expenditure must be viewed as an investment, one that a small business entrepreneur can measure by the value of the new business it generates.
* Send your questions to Mentor: Ellen_Read@nzherald.co.nz
Answers will be provided by Business in the Community's Business Mentor Programme.
