Inside Small Business » 2007

Why You Should Invest in PR

Inside Small Business | February 28th, 2007

Tirza Wibel, Principal Brandbloom

Yesterday another potential client complained about the lack of response to her recent ad campaign. She’d spent thousands on slick ads in national magazines targeting her market – mothers and parents. Only able to afford the smallest size ad in these publications, her ads were easily “glossed” over as most small magazine ads are.

Together we pulled out a copy of one of the magazines she’s advertised in. Throughout the magazine were products from companies similar to hers. Those products weren’t in advertisements; rather they were featured in stories, in gift guides, and in the photo spreads of new products for that target market. Why weren’t her products showcased in those sections, I asked her, instead on in a small ad in the back of the magazine?

I got the dead silence that I usually get from a new client unfamiliar with public relations.

I explained to her that those products were showcased in the magazine – not in the ads- because someone, a publicist or even the company owner had pitched their product and sent samples to the magazine. They weren’t paying for that space I explained. Their products were featured because the magazine editors has been told about them and found them worthy and relevant to their readers.

Not only did those other companies get major national news coverage without paying for it, but their products also got something you’ll never get with advertising: third party credibility. By being endorsed by the magazine as a cool new product, readers trusted that the magazine knew what they were talking about.

As part of my job as a publicist I enjoy educating new business owners and entrepreneurs about the benefits of public relations. Public relations is one of the most cost-effective ways to influence target audiences, establish trust and build credibility for your company. In fact, according to a new form of marketing science called “marketing mix modeling” — a statistical analysis that compares marketing activities — every dollar invested in advertising returns an average of $1.25, whereas for every dollar invested in PR (hiring a publicist, or your time spent on PR) will return an average of $6.

As you get ready to launch your new business or want to ramp up your current business, consider the complete marketing picture and how PR might help you influence how your company is perceived and how that relates to your bottom line.

Author

Tirza Wibel is the principal of BrandBloom, a public relations agency serving small businesses. BrandBloom’s award-winning team are experts at launching businesses and building buzz through strategic media relations and in writing compelling copy that sells. Wibel’s background includes developing publicity strategy for clients such as Starbucks, Amazon, Hawaiian Airlines and hundreds of small businesses across the U.S. Her clients have been featured in major local and national media, including: The New York Times, USA Today, Entrepreneur and on NPR, Good Morning America and CNN. For free tips on national publicity opportunities and more ideas for how to grow your business through PR, visit the BrandBloom Buzz Blog available at www.brandbloom.com.