Even in today’s digital world, SMEs (Small and Medium-sized Enterprises) are at something of a disadvantage when the promotion and marketing strategy parts are considered. SMEs often struggle to find the resources and time to build a strong brand image in spite of the growth of cheap marketing tools and techniques. If you are an SME manager, an array of marketing communications tools is available today, ranging from classic print advertising to social web.
PR (Public Relations), be it offline or online, in its broadest sense can help SMEs in managing complexities and campaign over longer periods. In Dubai, small businesses account for almost 95 percent of all organisations, and when the marketing plan is considered PR differentiate brands from the competition and speak directly to the targeted audience.
Here are just a few valid reasons why PR is vital for SMEs’ communication strategy.
- Building Awareness
Powerful PR can spark an interest in your targeted audience and make them notice of your brand as well as product offerings through a variety of marketing tactics, including regular audience interactions and campaigns. Only a well-thought out PR strategy can create a compelling and inspiring marketing campaign that stands out.
- Creating Credibility
Recent studies indicate that PR is stronger than traditional advertisements when the marketing strategy is concerned. Credibility stands for hard-earned respect and goodwill that come from knowing your products and services. Effective PR should always be concise, clear, and transparent, driving clear of everything that can be misleading.
- Thought Leadership
A successful PR team should exactly know how to differentiate things and events such as getting creative as well as standing on issues your brand identifies with. Acess to regular, informative, engaging, and high-quality content that is broadcast across all communication channels is the key factor in any PR strategy.
- Allocation of Budget
The real value of PR is strategically rooted in maintaining positive as well as engaging communication between your brand and your targeted audience – this takes a lot of time and effort along with intense research, planning, and skill. PR budget allocation purely depends on the type of campaign you are looking to run for your brand. Certain things, including your PR goals, choice of communication channels, and audience should be clearly defined before allocating budget for PR strategy. Always remember to make the most use of free marketing tools and techniques of the social web, comprising Facebook, Twitter, Google+, etc.
- Crisis Management
A well-planned PR strategy will prepare you to deal with crisis communication in a very responsible way. Should such a situation arise, SMEs must be prepared to calm audience and the media with formulated, timely responses. In short, any mishandled event can damage the hard-earned goodwill of your brand.
- Brand Storytelling
Public Relations can also be defined as a form of classic storytelling, purely for business. It comprises absolute non-fiction, truth-filled stories told in the same context as any other story form. PR speak of your brand personally in a very positive manner while showcasing the passion and purpose of your brand in an authentic tone. It doesn’t matter if you are promoting your company, brand, or services if you can tell your story with the same structure and elements of any great story, your message will be heard.
Productive PR propel business goals and as an SME it is indispensable to have a PR team that can handle your marketing communication strategy.