I recently caughtup with the vice president of marketing at PrintingForLess.com, Jared Tanner, to ask him about the relationship between public relations and marketing.
With an extensive background in web-based marketing, direct and database marketing, and general advertising, Jared was previously the director of customer marketing for Blockbuster, Inc. and Logoworks’ VP of Marketing.
Here’s what Jared had to say:
Do you think public relations is an important part of small-business growth? Why or why not?
Definitely! Done right, public relations can get you critical exposure in local and targeted national media.
It seems that advertising is ignored more today than ever in our history. Everyone is bombarded daily by advertising, and it’s becoming harder to break through the clutter and get your message across.
A good media article or mention breaks through the clutter because it is viewed as valuable content. The end results are often very measurable.
Specific to an Internet-based business, PR can play a critical role in getting links to your website. Every press release that you put out should have links back to your business’ site.
These in-bound links lead to greater search-engine rankings and increased traffic to your site. More traffic typically equates to more sales.
What unique benefits have you seen from your publicity activities?
I have been a part of two smaller businesses that have grown significantly as a result of PR efforts. In each case, major media mentions made the phone ring off the hook.
We never would have received those mentions and articles without the efforts of our publicists.
Not every business is going to get a story written about them (or even a mention) in The Wall Street Journal or The New York Times. But if you don’t have a publicist, your chances are extremely remote.
And even if you don’t land in the large national publications, an article or mention in your local newspapers or magazines can be just as good for business in many cases.
Great words of wisdom from Jared! Thanks!
To read more, please check back on Thursday.
In the meantime, feel free to send me your questions, comments and suggestions below or at [email protected]! I may feature you in an upcoming blog!