Public relations (PR) between your company and your customers can make or break your business. Communication is key. Keeping in touch with consumers, recognizing their needs, and answering their questions in a timely manner is crucial. The information superhighway–the Internet–gives us such an option.
Faster E-Mail Response Makes a Great Impression
The Internet has birthed the concept of e-mail, a fast and easy method of communication. Many websites include a link allowing a customer or visitor to the site to ask a question or voice a concern. Sending an e-mail is nearly instantaneous and responses to the comment should be swift. Answering a question or a comment from a customer, or potential customer, in a timely manner can make all the difference in how that person views your company or business. In turn, their initial impression–based on how quickly and thoroughly you addressed their question,
comment, or concern–will determine whether or not they will visit your site again and perhaps make a purchase or even refer others to it.
Utilizing the Internet to improve PR capabilities should be a goal for every company. You can specifically design a portion of your web page to interact with media representatives. By doing this, you provide the media a place to “meet” your business, and the Internet is open for business 24/7. It is an ideal time-saving solution.
Press releases regarding information about your company can be e-mailed directly to Internet sites that accept them. As well, each press release is registered with search engines and web directories. This allows a visitor from anywhere in the world to search and be able to find recently released information about your company. The Internet saves time and money and brings a huge potential to your door to increase your customer and clientele base. It also gives you the potential to communicate directly with your customers about important issues or tell them about your latest marketing strategy.
Research has shown that one-third of the population searches online to find news items at least once each week. Consumers who don’t own a computer can still avail themselves of online services by visiting a computer at a library or Internet café.
Helping Users Navigate Your Site
It might also be helpful, from a public relations stance, to divide out your company’s mission statement and philosophy, under separate links, from that of your company’s background information. Design your website so it is as easy to use as possible; being user-friendly is critical to a successful online business.
Outsourcing
Now, for the next question: Do you perform the public relations role in-house or do you contract it out to a firm that specializes in PR work? Like many questions, the answer is: It depends. It depends on what your goals are and how much money is allocated in your budget for PR efforts. Many times, maintaining your own PR strategy will be seen by others as exhibiting an enthusiastic, entrepreneurial spirit. You can learn how to write your own press releases and write articles about newsworthy events.
However, if you are trying to reach a national, or especially an international, audience, as opposed to perhaps a local or regional audience, and if you can find the money to devote to the efforts of an outside PR firm, that might be the way to go. Running a business has many tasks that are going to keep you busy. You don’t want to neglect the PR side of your business strategy. It might be wise to hire experts who can handle the issue for you.
