The value of PR to your brand
While putting on make-up, I reflected on the Maybelline mascara tube in my hand, “this is a really good mascara. It has a smooth consistency and goes on in nice even coats.” Two years ago I purchased my first tube after reading about it in a woman’s publication while cycling at the gym. I, like most consumers, trust more what third parties say about products and services. People weight what we call earned media more highly than advertising.
In a report out studying how brand value is supported by earned media, we learn that certain product segments gain substantially from earned media. Particularly striking is the finding that product purchases that depend on research before purchase receive higher value from earned media.
“Findings from the study reveal that that industries that sell high involvement products – where a buyer invests time and effort in deciding what to buy – have much higher correlations between media prominence and brand value than industries selling low involvement products, which are more likely to be bought on impulse.”
As a small business owner, if you sell products that require consumer evaluation prior to purchase (appliances, HVAC systems, automobiles, wedding planning to name a few) you can advance your business over your competitors’ business by embracing a public relations plan that puts emphasis on gaining earned media. And by the way, that no longer is limited solely only print media, but also includes electronic media, the Internet and social media.
Electronic media have a half life that is probably equivalent to that of radioactive elements. Just ask those whose businesses have been dissed or dumped in cyberspace. OR ask their competitors whose products have been featured in editorial space. What shows up when you Google your company? Stories from bloggers in your area? Newspaper articles helping readers learn how to plan their wedding? Who is being quoted or cited as an expert? It it’s not your company, it’s probably your competitor. You can impact what consumers learn about your company and its products.
How did they get there? They budgeted, developed and implemented a strategically designed publicity/media relations plan. Many have the time to do it themselves, others use PR pros. Either way requires time and money. It should be part of your regular marketing expense plan.
Don’t wait until you have a negative situation to implement a media relations plan that involves developing relationships with key media voices for your audience.
Research which sources carry the most weight and develop relationships with the right people behind the blog or by-line. Share news and information that would be of interest to the audience for each media source. Learn what stories are in the works or forthcoming. Set your company apart or your CEO apart as the expert in their field.
Provide the information in the most usable way. Stay on top of consumer trends and social change. Think of what is important to the consumer and provide information from your company to key media contacts that helps solve a consumer’s problem or issue. That will gain earned media and increase the value of your brand.
Also, don’t overlook the power of positive WOM (word of mouth.) It’s always been one of the primary deciding factors in all product purchases. In a small market like ours, WOM is more critical than earned media for services (doctor, lawyer, Realtor, financial advisor.) We trust who our friends say we can trust.
WOM has gone cyber too with the prevalence of sites like Angie’s List and The Little Black Book. Wal-Mart and Target provide online product critiques from consumers. You can buy a bed and rate it. Buy a sofa and rate it.
Provide a vehicle for and include consumer comments in your website so your customers can share their candid reviews of products and services.
The most up to date sites are built using content management systems. Small businesses can use the power of WordPress to build sites. WordPress comes with all the tools to allow comments, ratings, subscriptions to comments that a small business needs.
Worried about negative reviews and comments? Show them and turn them around with proactive monitoring and interaction in the comments. Post what you did to turn the negative into a positive. Transparency wins.
And so does your business with the power of earned media and WOM. Budget for it. Plan for it. Do it.
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Posted in public relations | 
Tags: marketing, PR, public relations, small business marketing, social media
