The Public Relations Blog

How to use PR to reach older consumers

In business, everyone talks about reaching that ever-important demographic of 18- to 35-year-olds. They are tech-savvy, have disposable income and aren’t afraid to be trendsetters. But there may be millions of potential customers you aren’t reaching out to or are ignoring altogether: senior citizens.

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What you can learn about PR and media from LeBron James

So LeBron James is going back to Cleveland. Whether or not you agree with this decision, you have to be awed by his 40-million-dollar payday. 

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Use PR tactics to cool things off.

Lately, articles about embattled company CEOs have flooded the media. It could be the result of a current issue that has gone horribly wrong, such as that of former Target CEO Gregg Steinhafel, who resigned after a major security breach which left credit card customers vulnerable to identity theft. More often, CEO troubles are caused by the CEO him/herself, usually by saying something inappropriate.

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Social media is everywhere and doesn’t seem like it will disappear anytime soon. These days, if your company is not on social media, it’s almost like you don’t exist. Still, many companies have no idea how to take full advantage of this engagement tool or use it properly.

When done correctly, social media campaigns can have a huge impact on moving your targeted audiences through the sales funnel, from lead generation to actual paying and repeat customers. However, to achieve these results, you must know the best methods to make social media work for you long-term. These tactics will help.

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Michael Politz, executive editor and publisher of Food & Beverage Magazine, wants to build a relationship with those in the industry and help you be successful. To get started, he encourages entrepreneurs, PR professionals and foodies alike to submit information and stories to his magazine.

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It’s time to make some big decisions at your company, and you need feedback and planning advice. Most likely, you call in your vice president, the CAO and CFO, the legal team, an executive assistant or two and maybe even a director of business development. Is PR also at the table? More importantly, do you value his opinion?

According to findings from the eighth Public Relations Generally Accepted Practices study, recently published by the Strategic Communication and Public Relations Center at USC Annenberg, approximately 40 percent of the respondents reported that PR plays an active role in organizational strategic planning. The study further proved that “organizations in which PR is involved in strategic planning are more likely to have better external reputations,” due to a variety of factors, and this trend is expected to continue. To prevent your competition from taking advantage of this trend before you do, you should strongly consider your structure and PR’s place in it.

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This is one story about PR and small businesses. Read What do small businesses spend on PR, How small companies do PR and what big companies can learn from them, PR firms should avoid startups, and Why small businesses struggle with PR firms for more.

 

Don’t just get bigger, get better.

In almost every small business, there is a big company yearning to break free. Even if you’re not actively seeking to significantly grow your company and are happy exactly where you are now, you surely wouldn’t turn down a few more customers and some more profits.

Sir Isaac Newton advocated standing on the shoulders of giants to get bigger. We suggest that you merely try to see the world from their vantage point and not be afraid to think big. No matter how big you are – or wish to become – you can look at how big companies handle their PR and discover ways that you can tailor their methods to fit your needs and increase your profitability.

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There’s the old saying that you get what you pay for, but many companies wonder exactly what they’re buying when they hire a PR firm. In response, PR professionals have developed a number of methods to measure the effectiveness of their work.
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Learn what behavior to expect from your PR agency

When you hire a new employee, you expect him to be conscientious, loyal and ethical. You should require no less from your PR agency.

Since the profession’s beginning, the words “public relations” have become synonymous with terms like “shady,” “unscrupulous” and “spin doctor.” Nonetheless, not all PR firms and professionals are created equal. Ask the right questions to ensure you’re getting a PR agency that stands up for your company’s ideals and reputation.

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Food and beverages have become more than just sustenance. Often, it seems like our whole lives revolve around food, from the ubiquitous business luncheon, specialty offerings at sporting events and carnivals and large holiday barbecues with family and friends, there is almost no place you can go where food and beverages are not at the forefront. Thankfully, we can satisfy our obsession for all things food with outlets like Food & Beverage magazine.

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