Design, PR and Press Releases in SME Marketing
Design and Style of Promotions
The design and style of your promotions, including those on-line, are important to determine the outcome of their success. Poor design and style will be a put-off for customers and the lack of quality will be seen as a reflection of the product/service you have to offer. It is therefore important that you use professional services to compensate for any lack of skills you have in this area.
When designing, one of the most important aspects that get our attention is the use of colour. You should use colours in your promotions that reflect the service or product that you have to offer. For example, finance services usually favour the darker colours such as purple, black, grey and blue: the brighter colours are usually more consumer orientated.
Press Release
A press release c an be used to deliver information about your business to the public through printed media such as newspapers and magazines. Such news may include anything you feel is newsworthy to the public such as the opening of your business, the introduction of a new product or service, an achievement, exceptional performance, etc. You should target your intended audience by sending your press release to the relevant media concerning both field of business (finance, Internet, consumer, etc) and location (local, regional, national, global). Press releases are very hard to get published but if you are lucky enough to get your news printed, it can be an essential marketing tool. To increase the chance of your press release being considered, it is important that it is written in a professional style that will reduce the need for further editing by the journalist (although they usually do change some things). For more information, visit Writing a Press Release Editorial
Public Relations (PR)
PR is all about getting a good image for your business to encourage sales by communicating with the concerning public. This public may include customers, staff, suppliers, the government and so on. PR is achieved through publicity: these two phrases are often confused but to be fair, they are closely linked. PR does not have to be expensive and it can so often be a much cheaper alternative to, say, having an advert in a magazine. Press releases are usually the best form of gaining good PR but it can also be achieved through business exhibitions, conferences, sponsorship and also donations.
Although publicity managers are more common with the larger companies, you may decide to take on this role to make sure that your business is in the spotlight when it is needed and that any public criticisms are justified with a convincing response.
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