There are certain questions that really bug businesses. How do we land that big contract? How do we get in touch with the decision-makers? How can we get people to buy? And, crucially, can PR really make a difference? PR isn’t about spin any more – and it is becoming an increasingly important business tool. It’s about communicating with stakeholders, customers and distinct audiences. It’s about protecting your image and message while guiding you through the minefield of traditional and social media. And it’s about creating the right impression. So why should you hire someone to do it for you? Why shouldn’t you just do it yourself? After all, nobody knows your product better than you. There’s one problem with this approach. How you see your business, and how others see it, can be very different. That’s the secret of good PR. Don’t expect to be told what you want to hear. Do expect a fresh viewpoint and someone who can take a cold, hard look as what’s going on and generate new ideas. And don’t expect it to cost a fortune. PR has to be one of the most cost-effective ways to get noticed, even for start-ups. So is PR worth the money? You have to remember that it isn’t advertising – and all that implies. It’s a lot more effective than that. And that’s something every chief executive or director needs to understand.
Paua PR & Training specialises in public and media relations, communications and presentations training - plus editing in-house magazines. It is led by Jane Percival, an experienced journalist turned…
