PR benefits to Small Business

BANGALORE, INDIA: A professionally handled PR campaign has the potential to enhance the brand value to an extent where it will ultimately lead to higher sales and boost the business.The PR campaign that a SME plans to undertake depends greatly on the timing and manner in which it is launched and subsequently handled. Of the multiple advantages that come along with a professionally managed campaign the more significant ones are listed below:

Focused Implementation: The first impression lasts longer for any brand or product. Thus whenever launching a new product or service it must be ensured that the launch is effective and achieves its targets. Poorly composed media releases, misdirected mails, uncalculated events coupled with lack of follow up with the media are some of the common errors in unprofessional campaigns that can be avoided by hiring professional services. The press releases may not be as effective as one to one media contact which is made possible by the network of the agency. The marketing pitch has to be customized taking into account the targeted audience.

Broader Media Contact: The professional PR agencies have taken efforts to create a wide based rapport among most media houses. This will ensure that your launches and campaign get the maximum possible audience through their contacts. This one of the most important financial considerations which favors hiring PR agencies. The money paid to the agency translates into wider coverage as your brand name piggy backs on the agency's reputation through a wider media network which would have otherwise cost you a fortune if contacted individually.

Enhanced Efficiency and Greater Effectiveness: The PR agencies are more aware of the results that will arise out of particular type of campaign and are better placed to advice on the kind of campaign that needs to be undertaken for your firm. The effectiveness of each media, the timings, the short cuts, tricks and efficient use of media are some of the aspects that can be best dealt by professionals who have adequate experience and in depth knowledge about the way media and effective awareness are interlinked. Faster and effective means to reach out to a focused target audience is the key to an efficient campaign that keeps the costs under control while creating maximum brand value for your product. This can only be achieved through a professional established PR agency.

Also read: Steps for a SMB to move into social media marketing

Affording a PR Agency

The cost involved in hiring a professional PR agency is one the biggest hurdles that any SME faces while launching a new campaign. Technically this expenditure may actually hike the cost of the product or service making it difficult to compete. The average amount spent by larger corporations on their PR agencies is about 10 % to 15 % of the market cost of the product. This is a great indicator of the emphasis that these established players place on the usage of the right kind of PR agencies for their requirements.

However the case may not be so for SMEs whose requirements are much smaller and limited in time. Ideally the kind of PR agency that one chooses for a SME should be commensurate with its own size. Smaller or individual players can be equally effective in handling PR activities of start ups and smaller enterprises. The rates of smaller PR agencies are likely to more reasonable and in line with your budget as a SME.

 

Choosing the Right PR Agency

Market reputation and success of previous campaigns is the most effective yard sticks for short listing the agencies. A smaller or relatively new PR agency that costs less may not be equipped with the proper tools or network to produce the desired results. While larger and more established agencies may make a hole in your budget.

Commitment is higher in smaller agencies and they will be able to dedicate higher attention to your needs. The bigger players on the other hand can provide a well oiled media network that will produce better results in shorter span of time. Balancing these two diverging interests as per the exact needs of the SME is the key to getting the best out of the PR agency.

Hiring the right PR agency will definitely provide greater visibility to your firm and its products or services. This enhanced visibility if harnessed effectively will translate into direct growth through improved sales. The media and customer network that the PR agency gets along with it will help achieve continual growth for the SME into an ever expanding customer base.

Source: www.smallenterpriseindia.com