Public Relations For Self-Employed and SMEs
PR, that’s something to do with media and communication. What is hidden behind the term Public Relations, or PR for short, is not that easy to get to the point. There are several thousand scientific definitions.
The term public relations is understood to mean the public communication of an organization or a company. The goal of public relations is to influence the image of a company in public positively.
PR includes all areas of external communication. If you send out a newsletter, exhibit at a trade fair or use a Facebook profile, you are already doing PR.
In colloquial terms, PR is primarily associated with press work, and it is precise with this special sub-form of PR that we want to deal with here.
Public Relations Work is Worthwhile
What you need to be aware of from the start is presswork means a lot of work. However, even if it’s a lot of work: It’s still worth doing public relations.
Public relations work as a marketing tool can be very attractive for self-employed, freelancers, small businesses, and SMEs. Mainly for the following reasons:
Journalists are Multipliers
Journalists have an extensive reach, so they reach a large audience with their content and are also referred to as multipliers. This makes them particularly interesting for small companies that do not have such a broad reach themselves.
Therefore, the possibility of reaching many more people via journalists than if the company were to communicate directly with its (potential) customers.
Journalists Are Credible
Admittedly, journalists are not necessarily the most credible professional group, but they still have an independent reporter, especially when it is not about politics but about reporting on products and companies. This can have a decisive advantage for the communication of SMEs.
If you communicate directly to your (potential) customers yourself via a newsletter, your website, or the Facebook profile, the reader will perceive this as advertising. Of course, you report mainly or exclusively positive aspects about yourself.
On the other hand, a journalist reports on how good your product or service is, then that is no longer advertising. Because the journalist does this of his own free will and is not paid for by you, the statements have a much higher priority for the reader. They are way more credible than if you told the same thing about your company yourself.
Public Relations Do Not Cost A Lot
In the beginning, we wrote that public relations work takes a lot of time, but there is a great advantage that it doesn’t cost any money, at least it doesn’t have to. Unlike when you place advertisements, exhibit at a trade fair or distribute flyers, press work does not initially require any expenditure. This makes press work an exciting marketing tool, especially for the self-employed, freelancers and small businesses who have a limited marketing budget.
It Does Not Require A lot of Effort
With many other PR measures, you should always think carefully beforehand whether you have enough capacity to communicate regularly. A Facebook page that hasn’t been posted for months makes a terrible impression.
It’s different with press work. No journalist is waiting to get an email from you. Therefore, you can easily only carry out individual measures as part of your public relations work.
Sending a press release does not oblige you to send the next three weeks or three months later. This is also of great advantage, especially for small and medium-sized companies, since capacities are usually not unlimited.