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Home Communications

Yes, you DO need it: PR for entrepreneurs

by Lucinda Boddy
December 19, 2012
in Communications
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Yes, you DO need it: PR for entrepreneurs
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Many entrepreneurs are unfamiliar and unaware of how PR can benefit their start-up business. There is a common misconception that start-ups don’t need PR until they have made it to the top, but you don’t need to be a JSE listed company to benefit from PR.

On the contrary, without PR it would take a very long time to gain such stature just by word of mouth. Constant media presence stimulates brand awareness and strengthens your company image. Increased visibility creates a perception that the company is active and adds credibility to your brand.

There are times when a company’s reputation may come into disrepute. This is one of the biggest lessons to be learnt from bigger organisations, which are very visible in the public eye.  This risk is not limited to major organisations, however. Just one unhappy customer or even a disgruntled employee could cause a great deal of negative publicity for any company, regardless of its size.

This is why it’s important, from the outset, to have a sound public relations strategy in place. All too often, smaller companies take the PR function into their own hands, without sufficient understanding of the ins and outs of the profession. In such cases, PR is simply not given the attention it requires.

Of course, for many smaller startups, retaining the services of a PR company may not be viable when cash flow is an issue. To this end, one can always negotiate smaller retainers or contact PR agencies that are themselves up and coming.

Smaller companies need to ensure that they are prepared when dealing with the media. Have all your information easily accessible – and rest assured that journalists will ask questions that you’re not expecting. If you don’t have an answer, don’t pretend that you do. Rather admit that you are uncertain, and ask if you can find out and get back to the journalist, making sure of course that you do revert to them.

This is the benefit of using a PR consultancy – they are able to manage queries from the media effectively and ensure that all information is at hand.

Indeed, small companies need to be wary of pitfalls when it comes to building their brands and media relationships. Ultimately, it pays to invest in a PR company to handle media relations. PR needs to be part of your business strategy and not simply a ‘nice to have’.

Lucinda Boddy is MD of Livewired PR.

Tags: entrepreneursLucinda BoddyPRSMMEs

Lucinda Boddy

Lucinda Boddy is the MD of Livewired Public Relations Boddy began her career doing the public relations for cause related marketing company, Shoshaloza Marketing. Here she cut her teeth on campaigns such as the well-known CANSA Shavathon campaign. With this foundation behind her, she then amassed critical agency experience at two well established Public Relations agencies: Inzalo Communications under Bridget von Holdt and travel PR specialist, Lesley Simpson Communications.It was during her time at Inzalo Communications that Boddy won a Gold Prism Award for work done on a campaign ‘Action for a safe South Africa’ – an accolade which she notes as one of the highlights of her career. It was her passion for the industry and drive to get to experience it in greater depth that brought Boddy to Livewired Public Relations. Boddy quickly rose through the ranks to become account director, responsible for overseeing delivery and performance on all of the agency’s accounts, as well as managing a team that has more than doubled in growth. In addition, she streamlined reporting processes which improved data analysis allowing the team to improve client results and took part in the search for new business and pitches.

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