When done right, PR can create more return for your advertising dollars.
The importance of having a well-thought-out PR strategy cannot be overstated. Although implementation of PR strategies can seem effortless to the “naked eye” there are countless hours that are put forth by the PR professional to determine how to pull everything off starting to end.
The public only sees the results - a press release or a grand opening or an awards presentation. They do not see all of the effort the PR professional puts into the planning and organizing to make sure the entire plan rolls off like clockwork. And, according to PR professionals active in Public Relations, a good strategy must create a very high number of profitable images that increase business.
What is a Profitable Image?
A profitable image is something visible that the public sees as significant (but not necessarily tangible) such as the high repute of certain people who endorse you. For example, if you are giving a seminar and a notable politician in your community is in attendance, a good PR professional will know that this is a profitable image and make it their responsibility to get a photo for publicity. This not only enhances the credibility of your company, it also imprints the image in the minds of your audience because they associate the presence of that politician with your business.
Why Is the Image Profitable?
Well, if that politician is a respected voice in your community and in attendance at your event, the image is profitable because people will be more likely to listen to your marketing messages in the future when you promote your products or services. They will have associates VIPs with your business, so your marketing message holds more weight. A good PR professional understands profitable images in PR and how they can bring you more business.
PR Professionals Can Identify Images That Are Profitable
PR professionals also know how to spot other images, opportunities, endorsements, etc. which are profitable that perhaps you may miss. Let’s go back to the example of the seminar you may be delivering. If your audience is impressed with what they learned, a PR professional can design a strategy to ensure they take home your message and share it with their network of associates, friends, relatives, and so on.
The PR professional can plan a strategy on social media that details what happened at the event, replete with pictures that lend credibility such as pictures of VIPs who attended, pictures of a jam-packed seminar and possibly video testimonials that will have a positive impact on people’s opinion of you and your business. Getting quotes from notable sources is also a valid form of obtaining and using profitable images.
A good PR professional that knows what they’re doing will also get the media to attend your event (if warranted) and make sure they get a chance to talk to key people. They’ll help guide the media around and help them get whatever they need for a story. This is another example of a PR professional identifying a profitable image and making an effort to ensure they know what the media is going to print or broadcast.
The media tends to have a mind of its own and they tell the story in a way that they think will generate profits for their organization (via more advertising or subscriptions), so the story they tell may benefit your business and it may not. A PR professional helps you keep control of what the media says by taking a positive roll in helping the media get their own profitable images and interviews.
Remember, none of these techniques are worth their salt if what they are based upon are lies. Lying is NOT profitable in PR. In fact, it is a downright liability and could destroy the entire bevy of profitable images you have validly built up in a New York minute.
Karla Jo Helms
CEO, JoTo Extreme PR(TM)
After managing Public Relations for an Inc 500 company for several years Karla Jo Helms was ready to launch out onto her own and bring her unique take on PR to businesses both large and small. “PR is a powerful tool that can garner wide acceptance and delve into arenas that marketing cannot touch,” says Karla Jo, PR Strategist and CEO of JoTo Extreme PR(TM). Helms got her start creating and implementing PR Strategies for entrepreneurs and developed a keen eye for how to hone in on the best use of PR to increase the Return on Investment of one’s marketing dollars.
Helms’ ability to attain critical mass by utilizing all methods of PR allows her to put together complete strategies for clients that attain measurable results. A background in sales, business management and media relations has given her a well-rounded understanding of how to harness the power of PR for business...the end result being a wider sphere of influence and the invaluable commodity of goodwill garnered on a broad basis for her clients. Visit her at www.jotopr.com