Public relation is the bedrock of efficient marketing in all businesses. To increase customers and to promote a brand, a good customer service and public relations are the way to go. The purpose of public relations is to create and spread positive information and awareness of a business to the public.

Here are a few things you should know about Public Relations.

1. Public relation is simply the link between company and consumers. The Public Relations Society US defines it as: “A strategic communication process that builds mutually beneficial relationships between organisations and their publics”.

2. PR helps businesses to control the narrative of the brand and thereby, determine what people perceive about your brand. Public relation drives the building business brand perception.

3. Public relations is a cost-effective method for SMEs.

4. Advertisement involves selling a product through a medium. PR goes the extra mile and involves personal story telling, customer reviews and endorsement, which comes highly commendable. In this case, anyone can become the PR agent for a business. The cost in selling a business is reduced effectively.

5. It exposes a brand to the public through its involvement and endorsements by third party such as bloggers, journalists, influencers; thereby promoting the business.

6. Public relations goes beyond putting words together on a press release or newspaper. It is building visibility through different avenues.

7. It promotes the best in a business more than simply marketing the goods and services.

8. It is also a tool to show transparency and honesty to the public. An opportunity to deal with complaints or bad reviews, and promote the update.

9. Entrepreneurs can use the word-of-mouth strategy to their advantage to increase visibility and gain credibility. Be appreciative of customers and offer good services. Customers give exact reviews and this can go a long way in promoting a business. Statistics show that customers are likely to spend 31% more on a business with excellent reviews.

10. You can take advantage of media outlets and platforms to reach a larger audience.

11. Hearing positive information from a third-party, consumers are more likely to engage in communications with your business.

Quick Tips to Build A PR Strategy

• Outline the purpose and goals of the business.
• Outline the aim and goals for the public relations decision or campaign.
• Set business apart by creating a unique, relatable and convincing brand message.
• Write out all available methods of promotion - social media, press, blog posts, platforms, agencies, etc.
• Create media target list and proposal
• Leverage on partnerships and sponsorships. Promote other businesses and refer them. This is a good strategy to improve relations with probable referrals.
• Makes regular announcements about the business.
• Release insights about the business regularly for publicity purposes. Put forth offers, promos, information about new and existing clients, new products and partnerships.
• Develop content and create a connection with customers. This could be through newsletters, podcasts, blog posts, social media posts.
• Use the opportunity offered by TV shows and publications, that feature small businesses.
• Network with helpful and influential reviewers, journalists and PR agents, both offline and online.

Use your network to start your business. Your friends and their friends. You are only three people away from the person you are looking for -Tara Durotoye.

The intent of public relations is to PUT YOUR BUSINESS OUT THERE.