Y’all have been pounded in your positions by heavy
artillery for a long time. When you’re out-everything
(out-manned, out-gunned, out-supplied), how do you beat
the adversary that has it all? Well, you do it like those
who have nothing but “grey matter” to work
with - sorry, I couldn’t resist that.
You see, we’ve
spent a lot of time talking about advertising and haven’t
spent an iota on the most valuable resource that a small
advertiser has in his armory
- Public Relations. So this communique will deal with some
of the basics and we’ll get into more as time goes
by.
Some of the best military strategists that the Almighty
ever created have used “PR” as a major asset: “Stonewall”; “Marse” Robert; “Ol’ Baldy”;
and Forrest... not to mention John Singleton Mosby and “Stormin’ Norman”.
Let me explain. When your resources are limited you have
to make the enemy think that you have more than you do.
Or, you have to make your available resources work harder
than the other guy. “Public Relations” goes
a long way to doing that. It’s either in disseminating
factual data and information ... or information and data
you WANT them to think is factual (sorta like Ken Burns’ idea
of history; or some politician’s idea of deficits
and surpluses).
Besides, it’s a whole lot less expensive
to write a press release and mail it than it is to produce
an ad
and place it. Understand too, a press release or story
in the media about your company carries “news value” in
the eyes of the discerning public. That obviously is not
the case with an ad.
Most major companies haven’t
figured out how to make “PR” accountable
(much less advertising). But I’m here to tell you
that good “PR” can do more than all the money
you spend in advertising. Why do you think that politicians
put more emphasis on PR than advertising? And the people
who are in PR require the people in their business to be
accredited. Check the accreditation from your agency account
exec the next time you talk to them.
Anyway, “PR” is,
pure and simple, “communications”.
Sometimes it can be plain, simple, honest truths; sometimes
you can stretch the truth a tad and make something sound
like news when it really isn’t. If it gets printed
or aired it then becomes gospel. Hallelujah!
The first
thing you need to do is establish a constant and consistent
information/disinformation program of press
releases. What do you write about?
ANYTHING. New Location
(even if you’ve been there
for three years); New Employees (even if they are temps);
Promotions (Promote yourself, and everyone in your organization,
at least once every 6 - 9 months); New products (take old
products and give them a new name). The second thing you
do is make yourself known to the local business editor
of the newspaper. It’s amazing what a long lunch
short on solid food will do. Nowadays they call it “schmoozin’”.
That’s how you get all your press releases printed
and, maybe, a story to boot.
But “PR” can do a lot more. All your press
releases should be sent to all your clients, customers,
and prospects. People you don’t know, but want to,
should get releases. Before Sharpsburg, a blue-suit found
a battle plan wrapped around two cigars, forever known
as the “Lost Orders”. Do you really think they
were left by accident?
However, PR isn’t limited
to media, it includes working with schools and civic groups;
charities; political parties
(though I think I’d rather face Berdan’s Sharpshooters
all by myself); retirement homes; any and all associations
and groups that you can identify as having people who represent
potential customers.
The next thing you do is plan a strategy
just like you would for advertising, figuring out what
makes the most
sense, is the most cost-effective and can provide a reasonable “return
on investment”.
Depending on your business, it makes
sense to become recognized as an “expert” in
your field so that newspapers and magazines will call you
for your opinion, and clubs
and associations will ask you to speak. Incidentally, an “Expert” is
usually someone who’s more than fifty miles from
his hometown. A “Consultant” is usually someone
who’s looking for a job.
Next time we’ll get
into the thick of it and start to cover some of the mechanics
of Public Relations.
