An Essential Cornerstone to Every Business Plan

 

When small business owners create a business plan they often include advertising but neglect to include public relations, one of the most cost-effective methods for small businesses to raise awareness.

 

I think that the reason is simple – we encounter advertising on a daily basis so it is more familiar, but many are unaware of the role that PR plays in the articles they read.

 

In most cases, public relations is much less expensive than advertising, and can be incredibly valuable to a small business.

 

Depending on how hard you’re willing to work, PR can even be free.

 

Small businesses have tight budgets and will typically get more for their money when choosing PR over advertising.

 

If you’re a small business that’s weighing the benefits of advertising vs. public relations, here are some reasons why you should consider making public relations a cornerstone of your company’s growth strategy.

 

When a consumer sees third party coverage of a product or service, it is perceived much differently than a traditional advertisement. When we see an advertisement, we know the company is trying to sell us something.

 

When a third party, such as the media, endorses a product or service, the company gains credibility.

 

Consumers are much more likely to make a purchase based on third party endorsement than an advertisement.