The paradigm* has shifted. Business is not back to “as usual”. Change is EVERYWHERE!
Change presents opportunities for growth. Look for these opportunities in your PR/marketing audit of goals, objectives, tactics and results accomplished with your 2009 PR/marketing efforts.
Evaluate what worked;
Identify why it worked; and
Modify/improve each tactic.
Recessions force businesses to evaluate, re-design and refine their marketing processes as they focus on cash flow, costs, customer retention, and survival. We are all searching for advantages and innovative ways to increase marketshare and avoid losses.
Public Relations is still the most cost-effective marketing strategy that builds and sustains your brand. . . and maintaining brand awareness is much less costly than rebuilding it later.
2010 is the perfect time to incorporate more lowcost, no-cost PR strategies: media interviews, media releases to broadcast, print, and internet sites, blogs, videos, podcasts, and social marketing tactics.
Given the explosion of social media sites, staying on top of these new technical developments can be challenging. Planning new programs using existing resources can be a cost effective approach to keeping abreast of these new technologies.
∗A paradigm is a frame of reference, a perspective, the way we view our world.
How will you grow your business in 2010 and beyond?
Fact: Businesses that maintained or increased their marketing efforts during the 1981-1982 recession grew 275% by 1985; Companies that didn’t keep up their marketing grew by only 19%.
Video. If “a picture is worth a 1,000 words.” Video could be worth millions! A study by ReelSEO.com found that 52% of viewers exposed to an online video took some sort of action. Consider Incorporating video in online news releases and websites, blogs, and social media sites.
SEO. Search engine optimization is important in web text. Consider using it in blogs, news releases submitted/attached to internet sites. Reporters and others search the web for stories to include in their own publications and communications. You never know . . maybe Oprah’s researchers will find your story if you use the right keywords!
Blogs. Consider using blogging platforms to supplement the role of a public spokesman. Best Practice: An integrated approach where these activities are tied together with TV/radio appearances, email marketing, media releases, social/internet presence, community involvement, and other active public relations efforts result in better results and bigger revenues.
Make an IMPACT!
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