ADVERTORIAL
PR: Everything you were afraid to ask
Plunging into the world of PR can be a daunting prospect. Suzanne Howe gives valuable insight into everything from how to brief potential PR agencies, to getting the most from exhibiting at events.
Cleaning is a competitive industry, with accounts changing hands on a regular basis. To hold your own among stiff competition, you not only need to be able to do a good job, you also need to demonstrate that your team is the best option. Public relations plays an important role in opening up the conversation.
For those new to the world of PR, it can be an intimidating task. With a little insight, however, you can find the right company to help you broadcast your greatness to the world.
Choose wisely The first step is to find the right fit. To maximise your chances, a detailed PR brief is essential. Start with useful background and be clear on both your business and PR objectives. If you already cover some areas through marketing activity, let the agencies know.
Be specific. Decide exactly what you’d like to be included – such as references or case studies – and state your expected, measurable outcomes. Finally, make sure you
22 | TOMORR RROW’S C S CLEANING YRODUCTS & S9/20 include a budget and timescale.
Once your chosen PR firm is on board, you can start tailoring your PR strategy to fit. This can cover everything from press releases to media training. Some of the key elements include:
Print and online coverage Stories build brands, and these days there are more avenues for storytelling than ever. Finding a story that is relevant to your business, but that is also informative and interesting to readers is key, so make sure that whoever you choose to tell your story takes the time to get to know you. Trust them to steer you in the right direction, even if it means rethinking some of your ideas.
Exhibitions Developing a presence at trade shows can be an important step to finding new clients and showing the world that you are a force to be reckoned with. You don’t need the
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