Still unsure if PR is for you?
Some common reasons for not deciding to add PR to your company's marketing mix:
Too expensive! Many companies are put off PR by the pricing structure offered by some suppliers. If budgets are tight - as many are right now - talk to Genesis Marketing about how to find a solution that fits your budget. It's usually possible! The trade press is still one of the main sources of reference for potential purchasers of equipment, supplies and services. Can your business afford not to be seen in these critical publications?
Not Enough News Many people believe that they do not have enough news to keep a PR consultant busy. Take a closer look at your business. You might be surprised at just how many potential news stories there really are. It's not just about reporting the latest sale - although that is often important. It might be news about a new product introduction; a new version of a product; a new benefit uncovered at an existing installation; a new member of staff; a new qualification for an existing member of staff; a new alliance that you have formed . . . and many, many more!
Don't See the Point Take a closer look at any leading industry publication. Where do the stories come from? Who actually generates the thought in the journalists mind? Many stories in the trade press are created on the back of a press release, whilst many others start life as a suggestion from a PR consultant. Journalists are clever people, but they can always do with some extra help and advice. Which companies are getting featured in the magazines you read? Your competition? Perhaps that is one good reason to make PR work for you!
PR People Don't Understand Print You've taken the plunge before, but only too find that you have to spend many hours training the PR consultant in your products before they can even start promoting your wares. Genesis Marketing MD, Russ Hicks, offers over 30 years of print industry knowledge, including time spent working in the trade, and working for equipment suppliers. OK, this working knowledge will never cover every area of the industry, but its usually a pretty good starting point!
I Can do it Myself There are indeed many companies - usually smaller businesses - where it is essential for you to do your own PR. Cost is usually the main stumbling block for the smaller supplier, and for these companies you will hopefully find some handy hints in our Do-It-Yourself Guide to PR (see the menu). However, many larger sized companies also think that they should be doing their own PR, but somehow never quite find the time, or fail to find the time often enough. Finding the time, finding the right words, and knowing the right contacts can all prove difficult obstacles to overcome. Genesis can help in all of these areas. Spend your time running your business and selling your product or service, and leave the PR angles to us!
We Prefer to Advertise Advertising and PR should ideally go hand-in-hand. Advertising works and attracts attention, but PR is also an extremely effective way to get a more detailed message across to your potential customers. Talk to Genesis about how to created an integrated campaign to promote your business.
We're Not Selling Anything! OK, it's been a tough year for sure. An improvement in the general economic situation has to come in the near future. Do you want your prospects to forget all about your products/services? PR is a really cost effective way of reminding them about you, and the benefits provided by your products, and how they could be making money by using your equipment or service.
Our Marketing Spend is going on IPEX Certainly a show such as IPEX is a wise and essential investment for many. However, how will people know that you are there? How will people understand what you are showing? Visitors just won't turn up because its IPEX. They need a reason to go there. PR is an important addition to your show spend. Genesis Marketing has experience in helping companies to create a significant impact both before and during major shows.