“IF YOU BUILD IT, THEY WILL COME”..... NOT WITHOUT PROACTIVE PR

We've all seen the movie Field of Dreams, and heard that unforgettable line, “If you build it they will come.” Well, that's not necessarily true.

If you're looking for good media coverage ‑— and you want to be successful at letting the public know you're worth their time — simply building your business is not enough. Big companies with marquee names have failed over the years, simply because they thought that on name alone they would succeed and be profitable.

Sure, that big name or recognizable brand might get the media's attention when you're shiny and new. But without a multi-tiered, proactive public relations effort in place, that initial buzz will fizzle.

Press releases, follow up, relationships with the media, and the ever-evolving social media platforms provided by public relations can keep the flame of media interest burning. Frequency of coverage keeps your products above the crowded marketplace and will help the public realize that your business is something they should spend their hard-earned money on. The only way to succeed is to stay in touch with reporters and editors and keep your business name at the top of the media's minds.

As you read this you might be saying, “Hey just because we have a big name, doesn't mean we have a big budget. Can we really afford PR?” Good public relations is one of the most cost-effective ways to get your message out to the public. You'll get a big return if it's done right and, unless you have virtually no marketing budget, a PR plan can be designed for you. consider dropping one ad or billboard and underwriting PR. You'll be glad you did.

Remember, if you build it, you need a positive, ongoing PR campaign to let folks know you're there. Then, you can be sure they'll come.