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Designing a programme of sales-generating publicity/PR and related support for an ambitious printing company
Tuesday, February 7, 2012 @ 08:02 AM
How important do YOU think it is to build publicity/PR into sales strategies?
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Brian Baldwin,The University of Winnipeg, Canada:
I think it is paramount.
Your PR strategy should be driven from the top down and permeate into all facets of the business. Marketing is about a plan to influence customers, the undecided, and even the competition. The PR strategy is a way of being. It is your public personality representing the organization as a whole. If the strategy is sound, it should drive all the other factors in the operation. Without this singular driving and guiding force behind all the operations you stand the chance of creating fractured, if not, competing postures as to what takes precedent. This is where the concept of spin comes from. The spin doctors take the actions of others and try to fit it into their agenda instead of the other way around. You can’t put the paste back into the tube without making a mess.