Do you operate a public relations (PR) firm that needs more marketing, visibility, and customers? Internet marketing is one way to go, but not the only way and depending on the target profile or your audience, not always the most effective. There are also the commonly known business tools of business cards and brochures. But you still have to get people to know about you and keep you on the top of their mind when thinking of a PR firm. Here are 7 offline ways to market your PR firm for visibility and success.
1. Seek visibility. The first thing a PR firm would advice a client to do is be visible. Doesn’t it make sense that you do the same? Clients shouldn’t have to search for you but be able to quickly find you through your good PR marketing efforts. Hone up on your small talk skills and get out into the public with your business cards. Be accessible and available to join into conversations where others are discussing the need to market and promote what they do. Develop personal relationships with movers and shakers in the community who can refer your firm for business opportunities.
2. Get on the Podium. Public speaking is still the best way to earn the designation as expert in your field. YJust as you prepare clients to get speaking dates, you need to do the same. You can find loads of topics to share with any organization that allows you to speak as everyone needs tips on how to promote what they do. Set up regular speaking engagements and make the podium your marketing friend.
3. Share your voice. This doesn’t mean just give your opinion on things; it means let people hear your voice by being on media outlets like popular radio shows. Pay attention to radio shows that present issues you can talk about. Then show how versatile and interesting you are by being a guest on the show. Be the spokesperson for the local charity event you are working or jump into a conversation on a controversial issue. Your name and contact information will usually be mentioned giving publicity to your firm.
4. Write a book. The high stressed world of business means more people are looking for a compact way to get information. Set aside time to put your thoughts and expertise into a self-published book. It’s fast and easy to do with a print-on-demand publishing company. Then you have books ready to hand out at public events, speaking engagements and client meetings. You can also sell the book and create a potential income stream. A PR firm that authors a book will stand out from the crowd of firms that don’t.
5. Create an information product. This form of content is more extensive and can include your book along with worksheets, checklists, transcripts of calls, or other detailed information. You don’t even have to produce an extensive product in a print format anymore. Put the whole package on a jump drive that can easily upload the information to any computer. This is one sleeker way of marketing an information product.
6. Be the Agency of Choice. Business partnerships create great ways to extend you marketing reach. Connect with businesses in your preferred niche group and offer to be their public relations agency of choice. Go so far as to create a joint marketing ad or brochure that connects you in the eyes of the public. This could greatly increase your exposure to an unduplicated audience of potential new clients.
7. Get Creative. You know all of those creative activities you advice your clients to engage in? Well, try doing those yourself. PR firms tell clients to get their names on little leagues shirts or donate to nonprofit fundraising events. You can do the same thing to get your name into the community. Do the public relations campaign for a highly-visible non-profit event in exchange for a byline on the program and mention in all publicity and marketing materials.
8. Connect with Board Members. Speaking of non-profits, have you designed a promotional package to send to the Board of Directors of the non-profits in your area? Many members of Boards are local business people or professionals who volunteer their time to help a good cause. Design special rates and service packages for the non-profit community and launch an aggressive campaign to connect with as many of them as feasible for your firm.
9. Pick Up on Opportunities. When is the last time you heard about an event after it was over? Missing events because of a lack of marketing and publicity is a high cost issue for organizers. If you can help organizations cut through the mass of communications noise and get their message to their target audience, you will peek the interest of potential clients. Contact event organizers even after the event to propose how you could do a better job at increasing attendance through your promotional activities.
10. Put on an Event. Don’t wait for someone else to put on an event; create one and implement it yourself. You can get a lot mileage by developing an event of interest that promotes your business while bringing attention to others. Honor the centurions in the city, select a “Woman of the Year”, or create a scholarship event for kids going to college. This could start small and grow into the best attended annual event in the area. It wouldn’t hurt to find a well-known speaker to draw an audience and be sure to serve great food.
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