Investing on your company’s voice

When starting up a business we need to take into account several expenses, such as space, equipment, and personnel, among others. But, how often do we include the company’s voice in the mix? We may very well have the most capable of businesses, with an amazing plan to drive sales and revenue for everyone involved but what does it matter if nobody know who are? Or for that matter what you can do, have been doing or open to do. For a company to be successful, it needs a good communications plan. So, add that to the list of expenses.

For the person that starts a business, that is his/her baby, it’s the most important thing in the world. Fact of the matter is that the world doesn’t seem to think the same way of the business. So why should anyone care about your business? Why should your potential clients choose you? You may have already answered those questions, but if you don’t have someone to channel communication or build your brand it may take twice as hard to thrive. And even more in the entertainment business.  

Regardless of the budget, a communications plan should always be included in a business plan. Often times, Advertising (the first option) is too expensive for a startup, but there is another option that is often overlooked but if managed correctly it can have amazing results. Here’s why Public Relations is the strong option:

• Power tool: Media coverage achieved through PR is likely to be more extensive than achieved through advertising, given a similar budget. Also, it is usually more credible than other forms of marketing communication.
• Cost effective: PR is often less expensive than other forms of paid communication such as advertising.
• It provides external counsel. After all, it is a consulting business.

Robert Kelly, an experienced PR specialist (working with clients such as: Pepsi, Texaco and The White House, among others), does an accurate depiction of what a good communications plan focused on public relations can bring to a company:

• Create, Change or Reinforce Opinion
• Reach, Persuade and Move-to-Action
• Gain and Hold Understanding and Acceptance
• Modify the Behavior, Achieve your Goal

And isn’t this what we want for our businesses? A good communications plan breaks through message clutter and results in an amazing ROI. However, it’s important to remember that it takes time, money and patience to put together a good communications plan. That’s why when contemplating business expenses you must include a fee for it. So, what now? Choose an agency (preferably Third Scene), and start working along side it to work towards a successful business.

Additional Reading

References:

Suriwiecki, J. (2009). Hanging Tough. Newyorker. Retrieved from: http://www.newyorker.com/talk/financial/2009/04/20/090420ta_talk_surowiecki?printable=true

Kelly, R. Is Your Public Relations Investment Paying Off? All about Public Relations. Retrieved from: http://www.aboutpublicrelations.net/uckelly3a.htm