Effective PR

1. Why Are You Using PR?

As with any business activity, you will do better if you are clear about what you wish to achieve.

1.1 Your immediate objective is to gain positive publicity that will help your new business become established and profitable.

• You may simply need to let the world know your product or service is there.
• You may want to generate leads, to bring in immediate sales and profits.
• You may be keen to create a distinctive positioning for your company or product, to build your image and credibility.

1.2 Your longer-term goal may be to project the image of an honest, reliable, successful, progressive and caring company.

The payoffs from nurturing an image like this will come in many forms, including:

• Attracting new customers.
• Being able to charge higher prices.
• Being able to do better deals with suppliers.
• Attracting, and retaining, good employees.