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Blowing your
Page 50
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own trumpet
In times of recession, operators are looking to cut costs across the board, but that doesn't mean you should stop getting your message across about what you have to offer. CM asks if properly-targeted PR can pay off for regional transport companies.
Words: Louise Cole In some markets, public relations (PR) is as essential as air, hut many regional road transport companies think it is the province of the big players, and view it as unnecessary or too expensive to be worthwhile. But can PR pay off, regardless of how small or niche an industry player you are?
There are many forms of marketing, including advertising, e-newsletters and, of course, your website, but few options carry the weight of editorial coverage. That said, most regional transport firms see PR as a luxury and not an essential part of their marketing activity.
Bigger PR firms can be expensive, typically costing around .£500 a day, and some of the larger ones will not take on clients with a budget of less than £1,500 per month.
However, there is a plethora of small, competent, local firms that can do an excellent job of regional and industry-specific PR. Generally, paying a monthly retainer with clearly defined expectations will provide you with the most cost-effective service. •
Top tips for cheap PR
• Enter local, national and trade magazine awards.
• Network through your local Chamber of Commerce.
• Make contact with news editors and feature editors of the regional newspapers and magazines that your customers read. If you can write, offer comment or editorial. If not, invite a journalist down for an insight into the challenges of transport as it relates to their readers.
• Identify your key messages. These are what you want to get across to prospective customers with every single story or interview.
• If you use an agency, make sure you get value for your money. Check who they are targeting for you and what responses they get.
• Invest in some high-resolution photography. A press photographer costs about .000 per day, but this will be a long-term investment.
• Don't just think about the press. Think of your firm as an advocate. That means representing your sector, SME or family businesses, your region and so on, whenever there is an issue that affects you.