Marketing & Public Relations Bridging Two Critical Functions
Helpful hints to consider when preparing to conduct a Public Relations campaign or looking to contact a Public Relations Firm for their expertise:
You have a new product or service to launch - What is the market opportunity? How critical is the product or service to the customer? How well do you know your customer? How well do you know your competition? What are the product's/service's key points-of-differences? How do these differences get executed in a compelling manner? How well understood is the market target?
You're looking to build awareness for a product, service or for your company, but don't have a lot of money - What are the product's or service's selling features? Is your product or service sufficiently available so that the end user can purchase it? How well do you know your customer? Have you developed selling or collateral materials that can be used to complement a PR campaign?
You would like to host an event for your product or service - What is its purpose? How can the event result in enhancing the company's credibility to its customer base? How does the event tie back to the company's Business Plan? What other materials and programs are being planned or developed to support the event?
You're looking to build investor support - What are the benefits of the products or services that the company is offering? Is there a Business Plan with a well thought through financial statement and a clear understanding of the competitive environment?
If you're looking to evaluate Public Relations vs. other forms of creating awareness and sales - What can you afford to spend? Do you have revenue goals and over what period of time? What are your customer's expectations? Are your products/services easily accessible for the end-user? Are your product's or service's features and benefits compelling to your customer?
If you're looking for a PR strategy to include in your Business Plan - What are the marketing and sales objectives? Do you have a budget and have you analyzed the ROI? Do your products and/or services offer compelling advantages vs. competition? Do you have a meaningful message(s) to communicate? What other strategies and tactics are you developing?
If you would like to have your PR programs and copy edited and changed - What is the objective for the re-write? What is working in terms of the current programs and messages? What is not working? How is what you've done to date reflective of your marketing and sales plans? Have you changed course? What is the competition doing and saying? How can the re-write be adapted to support sales and to develop other collateral support materials?
The questions raised above are designed to make sure that the PR campaigns that you conduct are organized, efficient and poised to succeed. At Transmedia, our expertise has facilitated our client's ability to succeed by the attention we pay to insuring we have answers to the above questions.
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