Tips to Craft a Public Relations Plan

A good businessperson knows the importance of stretching a dollar. In the current economic climate, it is important to constantly evaluate your company's ROI (return on investment). For managers who utilize B2B business to business marketing this is especially important because advertising costs are high and sometimes it is difficult to prove results.

To help stretch that almighty dollar marketing managers are returning to the highly effective practice of public relations. PR is an invaluable tool that marketers have at their disposal. It is a great way marketing managers can implement B2B marketing strategies, and produce interest in their company's overall mission statement and core values.

Incorporating Public Relations in B2B Advertising and B2B Marketing Strategies

In the current technological age it is easy for people to find information readily, and direct communication with your audience is vital. To promote a company's message, a good public relations plan utilizes traditional PR methods, as well as a host of at-your-fingertip social media options, including: blogs, Facebook, Twitter and other outlets. Online newsrooms, online directories, podcasts, webinars and other tactics can all be incorporated into an effective PR plan. Public relations strategies such as these give marketers the opportunity to showcase a company's expertise and to discuss how the organization is addressing issues and trends of interest to customers and prospects.

Public relations practices are only effective in a B2B marketing strategy through consistent cultivation of relationships with media and industry analysts. By forming these strong relationships, opportunities to highlight the capabilities of your organization will come to you.

The Dollars and Cents

An effective public relations plan does not have to be expensive. The cost to implement a strategic, initiative is considerably less than other B2B marketing strategies, such as direct mailings, radio or television campaigns, and print advertising. The backbone of PR is relationship building. While this can be hard work sometimes, it does not require a large budget.

Important Points to Consider

Conventional advertising and marketing is one-way. People want to feel involved and enjoy having a dialogue - they want a voice. In this online era, PR allows companies to interact with prospects and communities in a manner that will foster positive two-way communication.

The goal of advertising and public relations is one in the same - to communicate key messages to a specific target audience to influence attitudes, perceptions, and behaviors. Advertising and PR are different so directly comparing costs is difficult; however, it is important to consider both these B2B marketing strategies. Before spending thousands on your next ad placement schedule, consider whether or not a good PR program might deliver better results.

Rhonda Ryerson is a PR Specialist at TriComB2B, a Vandalia-based marketing company that focuses on technical writing for B2B marketing campaigns.

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