Whatever your business, it’s very likely you are sitting on top of a potential goldmine that could make you money. It’s called: Public Relations, PR for short, and is the art of getting your content in the media.
When used effectively as part of the Buying Process, PR encourages loyalty from existing customers, helps new customers find you and reassures new customers how great you are and reminds old customers that you are still around.
So, how do you tap into this goldmine?
First, determine what you want PR to help you achieve
A key part of your marketing plan should be a PR plan. Based on the Watertight Marketing Touchpoint Leaks methodology (see diagram below), we’ve identified five key areas during the customer’s Buying Process where PR can helps create loyal customers for your business.
1.      Loyalty –Leak 1. Forgotten Customers
If your customers don’t hear from you for a while, they will probably go elsewhere. If they see a story about your business in the media, it helps keep you fresh in their minds, making sure they think of you when they next need your services.
2.      Trial – Leak 5. Critical approval
It’s a key point. Just before they become a customer, when they are thinking about using your products or services, people rarely blindly believe that your company is right for them; they want to hear what other people think of your services.
By placing your success stories in the media, potential customers can see the critical approval of your other customers and key influencers, reassuring them that you are the company they should be using.
3.      Evaluation – Leak 6. No Proof
Potential customers want proof that your business can do what it says it can. A positive story about your company in the media, gives them yet another shred of evidence that your business will deliver for them.
4.      Awareness – Leak 8. How
How are people looking for you? Everyone likes to access information in different ways. It your job to provide relevant content about your company and its services, in a range of formats, for people to digest as they want to.
By making sure your stories are in the media, you are providing another way for prospective customers to learn more about your business and what it can do for them. In fact, you’re more likely to be providing information across several channels in different formats for as, these days, the media tend to not only use print, but online, social media and email.
5.      Awareness – Leak 9. Where
Where are people looking for you? Are you everywhere they turn? If your business regularly appears in the media, then you are creating what we call, “The PR bubble” around your company. It means that everywhere prospective customers look, there your company is, reminding them of who you are and what you can.
Next you need to identify the stories you can tell to help your company achieve its PR goals.
Every business has a story. Read our previous blog, How to Generate Free Media Coverage for Your Business for top tips on how to find yours.
Finally, work how and where to tell your stories.
Have a look at our Top Tips: How to Write an Effective Press Release for more information.
Now, go and cash that marketing goldmine in!
By Morwenna Tudor and Kara Stanford, KMS Marketing and PR Consultants
KMS Marketing can help your business set up Marketing Plans which have PR incorporated into them or, if you have a Marketing Plan already, we can work with you to identify your key TouchPoint Leaks and how to stop your business leaking profit.
Contact us for more information.
© Watertight Marketing

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