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Game Change: Marketing In The Digital Age

As the owner of a successful chain of restaurants, including some outlets in China, I have become increasingly involved with the marketing aspects of my business. Since the expansion of our business overseas, I have become acutely aware of cultural and social media aspects that affect a marketing promotion. Even within Australia, I realise our marketing tactics have failed to appeal to particular consumer groups. Twenty years ago, it was possible to get “buzz” simply by offering free samples and having a low-key television campaign. Digital media has proved to be a game changer for marketers as consumers can instantly post reviews of their experience. This blog should help you to ascertain whether or not your marketing strategy is optimising positive exposure for your business. Hopefully, the pointers contained within these pages will add a new and exciting dimension to your marketing campaigns.

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Game Change: Marketing In The Digital Age

"Public Relations Is Crisis Management" And Other Myths

by Warren Edwards

The importance of a well-planned and well-executed public relations strategy for a start-up business can't be emphasized enough. For this reason, it's important for start-up entrepreneurs to ensure that they hire the right agency out of the several available.

When looking to hire a PR agency for your start-up, you'll probably get to hear various myths, often aimed at discouraging you from hiring a PR agency. This article discusses three of these myths.

Public Relations Is All About Crisis Management

It's easy to believe that public relations is simply another term for crisis management. This is because the role of PR firm often comes to the limelight when commercial entities are faced with a crisis. For this reason, you may conclude that your start-up doesn't need a public relations agency because you're sure you won't be having a crisis or two in the near future.

Crisis management is an important service that a PR firm will offer. However, when there's no crisis to be managed, a public relations firm will work to create a positive conversation around your product/service so that the target audience has a positive perception of your business. This is often done through social media marketing and by monitoring client perceptions towards your product/service through market research. A PR agency under your payroll won't just sit idle until there's a crisis.

Hiring An In-House Manager Is Cheaper Than Hiring An Agency

While it might be true that you'll initially spend less to hire the services of an in-house manager, there are various other factors to consider before you come to a conclusion. For example, there's the fact that an in-house manager will need to establish contacts with the media as he or she builds credibility. This might mean that it will take longer for your PR efforts to have any tangible results.

Many public relations agencies have already established cordial relationships with the media. Thus, your PR campaign is likely to have tangible results within a shorter time frame.

Large PR Agencies Are Better Than Small Agencies

You might be tempted to hire larger and more established PR agencies because they often have a global/wider reach and because of the contacts/networks that the firm may have.

However, you should consider the fact that a small, local-based agency is likely to have a better understanding of the market demographics in your locality. Thus, the small firm is likely to develop a PR strategy that is more responsive to the needs of the local population, which is probably your immediate target market.

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