Notes

Taking You Business's Marketing In Your Own Hands - And Winning
There hasn't appeared to have already been much positive economic news for quite a while. Wall Street seems to do fine regardless of how much of all of those other country is suffering, but it is the rest of the country that matters with regards to growing the economy. Wall Street is more akin to Vegas than Main Street and you have a better chance in Vegas unless you're one of the chosen.

Still website that generates the ideas, the products, the services that produce our economy grow. But how do a business grow at a time when marketing and promotional budgets are being slashed? Right now, when every penny needs to be accounted for, unless you're in politics or Wall Street, it's more important than ever to reach your target market, to build a bridge between you as well as your customers. Advertising is expensive, social media marketing and online marketing is extremely important, but unless you have a genuine handle on exactly what you're doing, it is possible to end up spending a lot of time and money and end up with nothing but unqualified friends or followers.

PR is a relatively inexpensive approach that's tried and true. Unlike advertising that is paid for and appears clearly in the advertising section of a magazine or newspaper, media relations lands you in the news or featured pages of a magazine, or newspaper. On radio or TV, your story likewise is presented as a news story. For anyone who is interviewed you're presented being an expert in your field. The credibility and validation that comes with such coverage is remarkable.

That is not to say that advertising is unimportant. If you sell tires and you're having a buy three get one free sale, advertising can be quite a perfect medium. The largest downside to advertising is that everyone knows that the ads or commercials have been paid for. It can be a great way to obtain a message out there, but it ranks pretty low in terms of building credibility for a business or brand. Think about it, if you visit a commercial for something on TV, or visit a news segment on that same product, which approach will probably most likely gain your interest. It's not necessarily an either or, but more a knowing when and how exactly to utilize the various marketing techniques.

If you're a specialist for instance a physician or an attorney, public relations can be your best bet. Likewise if you're a fashion designer, or jeweler or beauty expert, your best bet would be to launch a targeted PR campaign. Needless to say if you're a filmmaker or musician, launching a highly effective media campaign to make a buzz is imperative.

The fees that are associated with launching a campaign and garnering PR coverage are the fees that you pay to a public relations firm or PR consultant. PR is not a fire sale, so that it does take the time. To expect to reap the huge benefits in a month is unrealistic, but a firm that understands you as well as your story, can gain you the type of media coverage that can build your business and establish your brand.

So despite the fact that economic times continue to be tough, with some creativity, ingenuity, determination and a (comparably) modest investment, you can launch a PR campaign that can achieve your customers, sell your products, grow your service and build your organization. While those around you're trying to figure out what to do, or are considering Washington or Wall Street for answers, you can take your organization matters in your own hands - and soar!

Copyright � Anthony Mora 2011

I'm Anthony Mora, President and CEO of Anthony Mora Communications, Inc. and author of Spin to Win. We focus on public relations, image development, media training and Transformational Marketing, [http://www.topstorypublicrelations.com]
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