Whether you realize it or not, people form opinions about your company based on your brand. And every organization, no matter how large or small, can benefit from using public relations and strategic marketing to improve the way it communicates its brand to potential customers.
“PR can help you define that brand, so you are presenting yourself and your qualities the way you want to,” says Maria Evans, adjunct professor with Delaware Valley College and president of Martino Evans Communications. “It can then help you create messages to help you communicate that brand.”
Smart Business spoke with Evans about how to use effective public relations to bolster your brand.
What can a good public relations program do for you?
A good PR program can create greater awareness of businesses and individuals, attract additional clients and increase the revenue of the business — not necessarily the number of clients but how much and how frequently they are purchasing.
If you are recognized as an expert, you can increase your revenue through additional sales or through increased demand generated from raised awareness.
PR can build your credibility, enhance your reputation and establish you as a leader in your particular niche, area of a profession or geographic area.
That doesn’t necessarily have to be tied directly to the business. An employee’s good deeds or involvement in community events can increase your company’s reputation. The halo effect gives that benefit to your company or the products and services that you sell.
How can a company improve its brand?
The first step is to decide on your brand. Keep in mind your unique offering and what the competition offers. Develop your message, then get it out consistently and constantly.
It can be something everyone can do. For example, the signature on your e-mail and the incoming and outgoing messages on your voice mail should all be consistent. They should all include whatever benefit you are trying to make sure people realize you have to offer. Whatever that benefit is, you need to get it out consistently and constantly in small and large ways.