When small business owners create a business plan they often include advertising but neglect to include public relations, one of the most cost-effective methods for small businesses to raise awareness.
When a consumer sees third party coverage of a product or service, it is perceived much differently than a traditional advertisement. When we see an advertisement, we know the company is trying to sell us something. When a third party, such as the media, endorses a product or service, the company gains credibility. Consumers are much more likely to make a purchase based on third party endorsement than an advertisement.
A consistent public relations program will help build general awareness of your product, service or brand and will supplement any direct marketing and advertising efforts. This visibility also tends to make your business appear larger and more established than it may be, which may help you secure partnerships, customers and funding.
PR is also good for your bottom line. One good media placement can lead to a substantial increase in sales and tremendous growth, and because many small businesses have a unique story to tell, they are interesting to the media.
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