This is because businesses with limited budgets can capitalise on the lockdown period, and the future, through cost-effective PR and media relations campaigns.

Advertising costs are soaring year-on-year, and while companies are downsizing and retrenching staff, all hope is not lost as organisations of all sizes can still reach their audiences through affordable PR campaigns.

Trusted sources of media usually include print, broadcast and online, together with bloggers and podcasts; all of which can be targeted via informative press releases or other press material digitally.

A potential client recently spent over R30 000 on a single broadcast advert with little ROI. One can question the decision of investing so much in just one portal, when a digital PR campaign can possibly offer multiple chances for exposure in the media, at a fraction of the cost.

A digital publicity campaign is a budget-friendly form of media exposure for businesses, including SMEs. This kind of campaign can compromise:
  • a press release
  • fact sheet
  • images
  • infographics
  • testimonials, or
  • a combination of all the above.
It can be sent to all relevant media across a large database including print, online and broadcast. In turn, the client usually gets opportunities for coverage, interviews, commentary and exposure.

BooST Comms says that "all businesses should try to get a chance to tell their stories or promote their topics and embark on a PR campaign soon". The value of PR could be much more rewarding and long-lasting than that of advert placement.

Audiences may be able to relate more to the messaging, while the business itself can reach more media, more cost-effectively. Press releases or digital publicity campaigns can be invaluable in terms of being informative, factual, storytelling (testimonials) and awareness tools.

So, how can a brand or business benefit from PR campaigns? Here are six such ways:

1. They use media targeting

Campaigns are customised according to the industry, as well as your objectives and audiences. PR agencies update their extensive media databases daily and create a custom media list for each campaign.

2. There is an opportunity for brand and media relationship building

A PR campaign offers an opportunity for key messages to reach audiences and for possible exposure for the brand or key spokespersons. At BooST Comms, for exmaple, journalists come back to the agency and regularly asked for specific brands or spokespersons to give commentary on related topics.

They also requested assistance with relevant questions. This is an example of how PR can help with brand building and relationship building in the media. 

3. They encourage budget flexibility

PR campaigns are also budget-flexible on certain elements. PR agencies can disseminate releases drafted by clients, for example, to help ease budget constraints related to copywriting. Coordination fees for digital publicity campaigns are also usually more negotiable compared to booking an advertisement.

4. Digital campaigns create awareness

Small businesses are encouraged to try PR as a form of storytelling and as an awareness tool for their key topic or objective. The release should include a key angle, stats that are relevant and information that is applicable to their business.

Awareness is key in PR and coverage does not always entail a guaranteed product or service promotion by name; therefore, it is crucial to differentiate between advertising and PR so that client expectations are managed effectively.

5. They opt for audience inclusion and reach

While PR campaigns still use and propagate social media, these platforms can also be seen to alienate some age groups or other audiences who cannot access it whereas traditional radio, television and print media are much more accessible.

This is why advertising on social media can still exclude some key audiences, not forgetting a budget that must stretch across portals to reach different social media channels. Businesses have to sometimes consider targeting importance for example on social media versus possible higher reach using PR campaigns.

6. Campaigns rely on measurement

Coverage reports, reach, ROI and Advertising Value Equivalent are usually key indicators to measure a campaign. However, more in-depth information, such as sentiment reports, can be included. A basic media monitoring system will offer most of these measurements and clips of coverage received.

Clients can promote their coverage on their social media pages etc., and they can recycle material by sharing online links of their coverage. It is also recommended that spokespersons undergo basic media training to know how to handle the media depending on the context of the campaign.

Businesses should invest in PR not just because of lockdown but as part of future campaigns too. With the recent spike in fake news over the past few years, consumers are looking to credible media sources for factual information or articles; a PR agency such as BooST Communications could help put your brand or business story on these credible media platforms. 

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