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• When the Going Gets Tough Smart Companies Start Promoting

When the Going Gets Tough Smart Companies Start Promoting

written on October 17, 2008 by Jeanne Bluffstone

Marketing often takes the first cut when times are tough.  That's a big mistake.  You should be heightening your visibility during a recession to keep market share and looking for opportunities to use that visibility to capture market share from your competitors.

One of the most powerful, cost-effective methods to heighten visibility enhance image is Public Relations, because it's fast, credible and effective.  When meticulously orchestrates, public relations creates or reinforces your image and makes your products or services easier to sell.

Public Relations includes publicity, special events, trade shows networking, electronic newsletters, speeches, and articles that you have written.  That's quite a list and a wide range of possibilities.

Just one story in the right newspaper, magazine, or journal, or an appearance on an appropriate radio or television program can draw attention to your company, strengthen credibility, and build good will.  A single, focused, well-written press release can attract the attention of dozens of local, regional, national and trade publications, not to mention radio and television, and ultimately thousands of potential clients and customers.  If you write an article that addresses your customer or client needs helps establish you as an expert and at the same time, promotes your company.  Just think, you haven't paid for expensive print space or air time and you've generated a lot of attention.

Participating in special events such as conferences and trade shows or making presentations to trade groups puts a personal face to your company, and if well-chosen, they provide an opportunity to speak one-on-one with potential customers.

Before you decide to launch any type of Public Relations campaign, first identify your most profitable customers and prospects. Then decide how to reach them, knowing how your product or service will benefit them.  

Make sure your Public Relations plan includes different approaches.  Remember, it takes five to six mentions before people remember who you are and what you do, so get to it.  Time's a wastin' and smart companies are already promoting.