Small and medium-sized enterprises account for over 90% of organizations in Kenya and about 30% of the country’s GDP. This makes them a critical asset to the flourishing of the local and global economy. SMEs are far too important not to be known to their audiences for the right reasons. They will only seize the promised future if the right players and consumers in the global market know of their existence, their brand stories, and their key differentiators and see them as credible experts in their various industries. In other words, SMEs need to prioritize their image, reputation, and relationships as key components of their growth strategies.
Contrary to the common belief that public relations is a reserve for wealthy organizations, politicians, celebrities, and large corporates, or even worse when a business-threatening crisis hits, PR plays a vital role for small enterprises to continuously differentiate themselves from the competition and build a relationship directly with customers. Here are just a few reasons why PR is a must have for SMEs;
- It creates awareness; sometimes people just don’t know that they need a particular product until it is on their radar. Your product or service could be selling out if only you could figure out an excellent way to reach your target audience and spark their interest in your brand and its offerings. Effective public relations get your audiences to sit up and take note of your growing brand. This could be in the form of regular audience interactions, digital campaigns, and media relations, etc. focused on promoting key brand traits. A well thought out PR
strategy is key to creating inspiring campaigns that stand out. - Building credibility; Richard Branson wisely said: “A good PR story is infinitely more effective than a front-page ad.” A 2014 Nielson study concluded that PR is 90% more effective than advertising. 80% of business decision-makers prefer learning about companies through articles instead of advertisements, and 48% of the millennial audience says word-of-mouth influences their buying decisions over other marketing forms. Credibility is hard-earned respect and comes from knowing your product enough to build a strong brand image and
communicating exactly how it benefits the customer. Effective PR is clear, concise, and transparent, steering clear of anything that may be misleading. In addition, 84% of consumers are willing to pay more for a product/service from a company they believe to be socially responsible. - It showcases your expertise; a successful PR team knows they need to differentiate. By getting creative and taking a stand on issues your brand identifies with, you reflect on yourself as an expert and forward thinker. A good example is Cisco and their campaign around “The Internet of Everything,” covering innovation and interconnectivity. Such plans require the availability of regular content that is interesting, informative, and original, relayed across all communication channels– it pays to remember your audience is always listening.
- It delivers value for money; The value of PR is rooted in strategically maintaining positive and engaging two-way communication between your brand and audience– this effort takes time, research, planning, and skill, and when done well, is worth every cent spent. When it comes to PR budget allocations, everything depends on the type of campaigns you’re looking to run and the value derived thereof. Your goals, channels of choice, and audience need to be clearly defined for plans to succeed, securing organic exposure on multiple levels. Is your PR plan focused on increasing traffic and interest or building brand image? Are you doing something different from the competition? Social media allows for considerable brand reach in terms of PR, so it is essential to use it to its maximum capacity as well. The ROI on your PR campaign will help determine the kind of shillings spend you need to account for to ensure maximum reach and impact.
- Mitigates impacts of a crisis; A thoroughly researched PR plan prepares you to deal with crisis communication in a responsible, sensible and professional manner. If the situation should arise, a brand needs to be adequately prepared in advance and able to efficiently calm audiences and the media with timely, appropriately formulated responses. Any crisis that is mishandled can have damaging consequences to a brand’s reputation. It is recommended to prepare all press materials in advance or at least draft some key documents.
- It tells your story; Organized PR tells a well-crafted story to all those interested in listening across traditional, hybrid, social, and owned media platforms. It speaks of your brand personality in a positive manner, demonstrating how it is able to answer customer needs, whilst showcasing brand purpose and passion in an authentic and realistic tone.
- Establishing and maintaining mutually beneficial relationships; 92% of consumers trust media stories over traditional ads. A well-planned PR strategy places considerable emphasis on interactions with customers, the media, and other key industry players and influencers, building loyal, two-way relationships across various channels. Social media allows brands to get to know their audience on a personal level, starting conversations that are real, relevant, and engaging.
Productive PR drives business goals and as an up and coming business, it’s recommended to have an expert PR team handling your communication strategy, either in-house or outsourced to a specialized agency.
Written by Valerie N Mumia, Head of Public Relations, Uncharted PR.