Go PR Yourself!

Let’s take a moment if you please on behalf of a much-maligned aspect of marketing: public relations. I know that some people view public relations and those who practice it in the same way other people view roaches in their kitchens, but it’s wrong to tar an entire profession because some folks misuse or subvert an otherwise noble and productive program of communication.

Public relations, or "PR" for short, when properly executed, is an extremely effective and cost-efficient way of "getting the word out" about you or your business. There are programs and activities every operator can try regardless of size or location that can effectively "PR" your business at a fraction of the cost of traditional and conventional advertising. The trade-off, of course, is that PR requires a great deal of effort — sweat equity, if you will — and many of us are either ill-equipped to do the work or unwilling to use our valuable time in this manner.

There are also, of course, dollar costs associated with much that can be classified as public relations. However, the Public Relations Society of America estimates that $1 worth of properly executed PR is equal in value and effectiveness to about $6 in advertising. That’s not too shabby!

How to get the word out. People consume information in different manners. For example, we tend to think differently about information we get delivered to us as news than information presented to us as advertising. We know that people pay to get a message advertised. Most of us believe that news is not tainted by payment. The fact is, a great deal of what we see presented as news is directly the result of a well-executed public relations effort. Virtually everything regarding sports and entertainment, and much of what we read, see and hear on the so-called "business beat" is generated by public relations professionals.

Let me offer a few suggestions of things you can do to PR your business, regardless of its size or location.

First, you can provide free "seminars" on termite protection to homeowner associations in your area. Homeowner associations meet regularly and often are more than willing to entertain presentations from "professionals" on information important to their membership. What could possibly be more important to homeowners than a clear understanding of the threat posed by termites? You can also provide information on the health risks posed by many household pests. These "educational" sessions or information fliers and brochures are not costly to produce and, when presented without a direct or obvious sales pitch, are viewed as "expert" in nature. Who will these people most likely call when they have another pest control question or a problem that needs addressed?

Next, you can send out a "press release" to all of the local media in your community in advance of a particular season about to approach. There is a proper form for a press release, but a simply stated letter will often do better with some cynical media type. A great example of this would be swarm season in areas with significant termite pressures — so is rainy season, dry season and hot or cold weather. We all know that seasonal and climatic shifts occur at relatively predictable times throughout the year. And we know that these shifts are always accompanied by some specific and predicable pest activity. By "alerting" the media that a specific season is approaching (ant season, flea season, etc.), you are providing a public service and will possibly be interviewed to help them tell their listeners, viewers or readers what’s about to happen. Such exposure in the news media is often worth many times the cost of a paid advertisement.

GETTING INVOLVED. You can get involved with a local charity and provide free or deeply discounted services to those in need in your community. You can sponsor an event, do non-business related volunteer work or serve on a board of directors. In all of these activities you can make new friends and contacts that might become customers or referral sources. You can get publicity associated with these organizations with their members and the community at large. By sponsoring a Little League baseball team, for example, you gain positive exposure before all of the families of all of the kids involved in the league. Sure, it costs some time and money, but it costs nothing when compared to a schedule of ads and the return is often more emotionally significant than an advertising-related business lead.

Larger businesses can and do retain the services of a public relations agency whose job it is to obtain this type of exposure for you. These agencies often charge negotiable monthly retainers in exchange for hours of time invested in promoting your business. These folks usually know the media people in your community and they know how to get them to at least consider doing something about you or your business. They are also often creative types who come up with low-cost, effective ways of promoting your business in the community or communities where you do business. (At least they should be if you’re paying them!)

In the best of all worlds, public relations would be added to an investment in advertising as part of a cohesive and concerted marketing program for your business. But in the absence of resources to do both, consider some public relations activities to help "get your name out."