“Rapid technological and social changes in the market mean everyone can to a certain degree ‘do their own PR’ using cost-effective tools”
Mandy Brooks recently contributed to the Guardian for their Small Business Showcase series.
Over the past eighteen months, we’ve diversified from providing just pure PR to offering marketing workshops. This was in response to rapid technological and social changes in the market which meant that everyone can – to a certain degree – “do their own PR” using cost-effective tools.
We also invested in specialist marketing skills through training. Our new focus has brought four benefits.
- Firstly, new streams of revenue for us (new clients and add-on services).
- Secondly, the context and means to help and guide potential clients with a taster project, which reveals aspects of their organisation and opportunities in the market which they had not considered before. They can count on us for ongoing consultancy and/or provide a cost effective competent ‘outsourced’ marketing department.
- Thirdly, for clients that have undertaken PR/marketing and communications workshops, we deliver a swifter, wider and more lasting ROI. Their stories are also richer on an emotional and rational level, which creates content that engages.
- Fourthly, there is an important relationship-building element whereby we really get to engage with the clients, and understand their hopes, dreams and customers. They also get to understand us – and this is a great basis for a productive working collaboration with a client. It is also one which facilitates the opportunity to deliver excellent customer service, increases the likelihood of referrals and testimonials, and is the basis for customer loyalty.