Great Public Relations will get your business noticed, connect you with the right people, get you profiled in the media and increase your reputation in the marketplace.

Shortly after establishing Ideas Shop I worked with a product inventor who wanted to promote his latest invention. I secured him a profile in New Zealand Business, a publication that was read by an ex-pat New Zealander holidaying in Australia. The ex-pat contacted my client and took on the European rights – taking our product inventor from enthusiast to international businessman almost overnight.

There is a common misconception amongst SMEs that Public Relations is for big business or that it’s all about spin. We all know the stereotype; a smooth mover in a well-cut suit making mega bucks by generating mindless spin for big business.

What Public Relations actually is is understanding who your target audiences are, what your businesses unique point of difference is and knowing what your customers read, what events they attend and what awards they respect.

An understanding of the media is crucial; knowing what editors are looking for, getting clients into the media without them having to spend big bucks on advertising and finding the angle in any story.

One of my clients was a firm that had been trying for two years to get the attention of a major target client. Following a profile in Keeping Company, a regular small business feature in Wellington’s The Dominion Post, their target client read the article, understood how the client could help their business and called my client to see how they could work together.

Great Public Relations isn’t rocket science; it’s about how we behave, about telling great stories, effecting change and being confident about ideas. The important things to remember are to:

• Work out what is unique about your business or product,
• Understand who your target customers are,
• Identify the publications that your customers read,
• Understand what stories those publications look for,
• Understand the difference between advertorial and editorial – and ensure you stick to editorial, and
• Ensure that your material is well written and fits with the style of the publication.

All organisations and businesses are different – and that means there’s seldom an off-the-shelf solution. Public Relations needs to be part of your marketing toolkit, it is cost effective and the reach unlimited. Keen to know more? dan [at] ideasshop [dot] co [dot] nz (Email me).