Create New Customers With Every PR Strategy

Every time you undertake a public relations initiative, remember that the goal is to “sell” something—your product, idea, service or shares of stock to investors. Sell you must, and no one else can do that for you. It is your responsibility to let people know about your product, idea or service, and your responsibility to tell them where they can buy or obtain these. At best, others only provide channels, introductions—an open door. Motivation will always be up to you. And by “you,” I mean you and your people, who hopefully have internalized your brand.

When we were an agricultural society, farmers brought their crops to market. Marketing is, to reduce it to its essence, bringing your company, and its products or services, to market. The end goal of all marketing programs, which encompasses public relations and any advertising or other marketing you do, should be to create a relationship with each customer, not just make a sale. Satisfied customers are repeat buyers, or users, of whatever you offer. In designing your marketing campaign, do whatever you have to do to keep your customers happy. Specifically in the area of public relations, a good PR campaign should never lose sight of the fact that customer service is part and parcel of your daily operating philosophy and your way of doing business.