Embrace new technology, but don’t reject good old-fashioned PR.
There’s no doubt that websites, social networking and face-to-face networking are extremely valuable in promoting a modern business, and I am the first to advocate them as the way forward for my clients.
But as we get swept up in the enthusiasm for new media, let’s not forget the benefits of good old-fashioned PR – getting your company and brands in the press, on radio and TV.
When you’re busy running your own business, you may not take the time to think of aspects of your business day which make interesting editorials . An effective PR consultant gets to know what makes your business tick and has regular contact with journalists, so can suggest relevant and topical themes which are likely to appeal to journalists and their audiences. It may be that you or your employees have just made a great deal of effort to raise money for a deserving charity; or there may be an aspect of your knowledge or experience which readers, listeners and viewers would love to learn about.
When you are featured, you’ll be amazed at the number of people who get in touch to say they’ve seen it. It could be the reason you clinch that contract you’ve been negotiating for months. Former clients you may have lost touch with are convinced to return. People decide that you’re a significant employer they want to work for. And, of course, you’ll attract the new clients you need to expand your company.
So, while I’m busy creating new websites for my clients and encouraging them to spend time networking, I’m also quick to point out the significant contribution that the ‘old’ media makes within a successful marketing mix.
The other day I had a clear insight in to what type of shopper I am. My husband and I were sauntering along happily in the local shopping centre, heading towards the lighting department of the department store and chatting away, just enjoying being together and having precious time off together. Suddenly everything changed! Out of the corner of my eye I saw it…THE perfect winter coat. MY winter coat, the one I had been searching for all season.
There it was hanging just inside the shop and before I knew it I had dived in through the door, grabbed the hanger and was in the changing room at the back of the shop. And how good did I look! Colour wonderful, style and fit perfect! Oh yes this really was mine and I was at the till paying when I noticed my rather confused looking husband wandering around outside the front of the shop. Poor man, I had just disappeared and he had continued walking and chatting away to himself for about another 2 shops before he realised I had gone.
You see I am a hunter when it comes to shopping. I dash in, attack the garment, club it to death and then carry it home victorious! Others are gatherers. They start at one end of the high street and purposefully cover the ground sussing out exactly where the very best patch of berries is before returning there to make their purchase. Neither method is right or wrong, but my behaviour was a very stark example of the fact that, love shopping, or hate it, we are all very individual in our approach. And if we understand and unpack some of the psychology behind our shopping patterns we can learn to have far more positive shopping experiences.
So often we go with a friend who knows what she likes, but it may have nothing whatsoever to do with our body shape, colouring or style. It may look great on her but not necessarily on you. This leads to a wardrobe full of things that you have paid for that belong to her and consequently don’t get worn. Sometimes we go absolutely determined to find one particular item. We have the perfect image in our mind and in our over focussed state we miss all the other wonderful garments that may be calling us as we walk by! Sometimes we just keep on buying the same style because we’ve had success in the past and of course that’s exactly how we end up looking – as if we’ve had success in the past!
This article is taken from the House of Colour archive. Your local HoC Colour and Style Consultant is Jane Wallace.