***What Public Relations Gives You that Advertising Never Can

A post on this blog a few weeks ago described the marketing traction that small businesses can develop by sending out press releases to local media. Today, I would like to add to that strategy.nnThe first step is to have your company contribute to the quality of life in your community. You could buy a new piece of medical equipment for a local hospital, offer jobs to local retirees, or sponsor a new playground. Once you have done your good deeds, send out press releases about your activities to local media - newspapers, radio stations, regional cable networks. They will be eager to tell your news.nnWhen you demonstrate your commitment to your community, you will receive more far-ranging benefits than you can generate from advertising alone. (After all, advertising is intended to generate sales and usually not much more.) When your community involvement makes news, you:n

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• Cultivate customers who will be much more eager to buy from you than from your competitors.n
• Create “buzz” for your company and what you sell.n
• Transmit a marketing message that remains active in the minds of your customers for months and even years.n
• Establish your brand as something that people can believe in, not just buy.n
• Encourage local vendors, investors, service providers and other businesses to contact you.n

nWith community-cenetered public relations, you can talk to your customers like a neighbor, not just another business that wants their money. If you can accomplish and help people too, that is a classic win/win for everyone involved.nnn

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nDonald Sexton, PhD, is Trump University’s faculty member in marketing and sales. He is also Professor of Business at Columbia University and President of The Arrow Group, a leading marketing consulting group. Dr. Sexton teaches The Marketing Mastery Program at Trump University.