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Lakeland Public Relations

Market Research As A Lakeland Public Relations Tool

So, you think you know what your target audience’s wants and needs? You think you know how to reach them, how to answer their queries, and how to define what makes them tick and what makes them support your business? Unfortunately, that’s not how it goes with Lakeland public relations. If you really want to reach your audience and make sure to deliver products and services that they would support, you need a market research; you need to study where they are, what they do, what they want, and what they need.

By definition, market research is a systematic and objective collection and analysis of data about your target market, your competition, and the environment. The data should be able to let you understand your market better, as well as craft techniques and strategies that would reach them and make them react positively to the products, services, personalities, issues, ideas, and advocacies that you propose. There should be an increased understanding of your market and the ways that would help you become successful in your goal to reach them and persuade them to buy, subscribe, support, and believe in what you espouse.

But what most people forget is that market research is not a one-time thing. It’s an ongoing cycle, a continuous study of every data that would affect the client. While many people idle at it and set it aside for later, thinking that one market research is enough, the legitimate PR firms know the value of continuing study to understand the market better. An ongoing market research will benefit the PR firm and the client as well. The PR firm will have a better and updated understanding of the market while the client will benefit from the well-crafted strategies the firm will compose.

The power of information and what you can do with it is outstanding when it comes to market research. The results are unbelievable and incomparable to the techniques used by advertising firms and even other PR agencies that didn’t believe on how market research can change the game. The data culled from market research is the most important piece of data you have about the market you’re trying to reach. It will guide you in creating sound communication strategies that would complete your end goal.

If done properly, the findings and conclusions you will reach because of market research will outweigh the cost of the research itself.

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Lakeland Public Relations

Understanding The Different Tools Used For Lakeland Public Relations

If there is one thing that would magnify the difference between advertising and Lakeland public relations, it’s the tools that they use to reach their end goals. Public relations, you would notice, uses well-crafted strategies and tools that are grounded in research and experience. They are not bought. There’s no airtime or space to be purchased. What PR firms have done is to build trust between them and the platforms that they use—whether it’s traditional media, new media, or a market research firm.

Public relations uses a lot of different techniques to get the message across to their intended audience. And what is great about these tools is that there is no limit to the audience they can reach. They may be targeting a specific market, but who’s to say that some other market won’t be watching the same news and interview, or accidentally attending an outreach program organized by the PR firm?

Writing speeches, press releases, and blogs

Perhaps, PR is most known for coming out with speeches, articles, press releases, and blogs that answer the issues affecting the PR firm’s clients. These speeches and press releases will be published in newspapers and magazines, and aired in radio and TV stations that the target audience tune in to. These are not published as is, but sent to journalists covering the particular issue, so they could incorporate the “client’s” views into their articles. They will be passed on as legitimately extracted views from the client. They would not look like advertising at all, though the goal is the same—to promote a business, a product, a service, or a personality.

A speech, on the other hand, will directly address the issue at hand. An event will be made accordingly, where the speech will be delivered by the client. The intention of the speech will be to clear whatever issue the client is going through but it would not be crafted in a way that the audience will understand that the message was defined by the issue. Albeit, the speechwriter or the PR firm will build the message in such a way that it would bring out the desired outcome without having to be obvious about it. The true color of the speech’s goals is in the meaning of the words, and not the words themselves.

Everything that a PR firm does is to build the reputation of its client—whether it’s in answering the issues faced by that client or espousing a campaign that client is spearheading. Every method used and platform chosen is geared towards a successful campaign.

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Lakeland Public Relations

What Is Lakeland Public Relations?

When people hear about Lakeland public relations, they think it’s about advertising and promoting products and services. While that is true, promotion being one of the primary functions of a good PR, advertising is a paid form of persuading clients to promote an idea or purchase a product. Public relations, on the other hand, uses very specific and tested communication methods to try and convince people that they need to purchase an item or they need to support a campaign. Generally, it is much more effective than mere advertising. Not to mention, PR is also way cheaper than paying for a space on newspaper or magazine or for airtime in radio or television.

What advertising agencies and firms do is to pay journalists, to look for ad spaces in billboards, newspapers, magazines, and radio and TV stations. They produce jingles used for commercials and they hire actors to promote a company. They are the ones you see handling out free samples or flyers in malls and grocery stores. They are the ones who produce coupons as a way to promote an upcoming sale.

Unlike advertisers, public relations aim to persuade its external or internal audiences through earned and unpaid sources. Whether it’s social media, traditional media, a combination of both, or speaking engagements, public relations firms communicate to their audience through tried and tested and unpaid methods.

Public relations is a persuasion business, which means PR firms must convince an audience inside and outside its usual sphere of influence to subscribe to an idea, purchase a product, support a position, and recognize your accomplishments. It is a strategic communication process that builds “mutually beneficial relationships between organizations and their publics.”

This is where PR and advertising part ways: When a celebrity goes through a bad publicity, advertising firms would think of gimmicks like commercials and billboards to address the situation. A PR firm, on the other hand, would organize an interview with a respected journalist or would write a speech addressing the issue. They will generate a positive publicity for the celebrity in order to convince and persuade the public to change its perception about him/her.

Other methods being used by PR firms are writing and distributing press releases, speech writing, writing pitches and sending them to journalists, creating and executing special events, conducting market research, expanding business contacts and network, writing and blogging for the web, handling crisis public relations, promoting on social media.

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Lakeland Public Relations

The Price You Pay For A Good PR Vis-à-vis An Advertisement

A client once purchased a one-page ad in a weekly magazine. That caused him $125,000. That client expected to get a barrage of phone calls, inquiries, emails, and viral videos about the advertisement. He got nothing. On the other hand, another client hired a Lakeland public relations firm, which landed him an interview with a national newspaper. He got quoted. Two sentences from him were published on a national newspaper. What he got was solid credibility, including invitations for speaking engagements and new clients.

An advertising firm has no way to earn but to charge hundreds of thousands of dollars. They buy space from newspaper companies and airtime from television and radio stations. Those do not come cheap. Most likely, they need to do this several times in a week because the success of advertising hinges on the frequency of seeing the products and services. Sure, there are many advertising methods that work and produce success, but none of these have the same stability and consistency as PR strategies.

See the difference in the situation explained above? An advertising firm used money to place an advertisement on a magazine. How many people will read that magazine? Out of the number of subscribers that magazine has, how many of them would not flip the page when they see that ad? How many will actually read the ad and recognize what it intends for you to do? Out of all the people who will read the ad, how many will actually purchase the product or hire the services of the company? The chances are slim, and you paid $125,000 for that?

Getting quoted on a national newspaper would allow your target audience to see you as the real deal. They would think, “Oh, a reputable media outfit trusted his judgment enough to quote him for this article. Maybe we should see what he/his products is all about.” What this PR strategy used is trust. Audience will more than believe an authority validated by the media, and not something they simply see on a page of a magazine.

Don’t get us all wrong. Advertising campaigns work, but for very particular products and services. If you want to build the reputation of your company and even you as an individual, you need a Lakeland public relations company for that. A PR strategy works in such a way that in the future, you won’t need to advertise or promote yourself. The reputation built by the PR strategy will carry you on.

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Lakeland Public Relations

Differentiating Advertising And Lakeland Public Relations

Lakeland public relations is not paid, unlike advertisements. That is the primary difference between these two. Although the end-goal is the same—promote a business, build a positive relationship for a client, and manage a PR crisis for an individual or a company—the methods used to arrive to that conclusion are completely different. Public relations will not use money or favors to get a space on the newspaper or a television show. What PR does is to build a communication strategy that would persuade journalists this issue must be talked and written about.

Sure, PR firms also charge hundreds of dollars to handle a PR job, but that’s nothing compared to the amount of money advertising agencies ask in order to create a commercial that would run a month or two on social media, print, and the broadcast media.

Paid versus earned

This is where PR firms are always clear: they build their influence through earned, not paid, trust. If journalists pick up a press released they did, it is because these journalists believe on what that particular PR agency did and what it is trying to do for its clients. Advertising, on the other hand, uses money, an inconceivable amount of it, in order to buy favors and space on various traditional and new media platforms.

Builds exposure versus builds trust

What advertisements will give your company is exposure. Whether it’s on social media or the traditional media, you’re going to be noticed. The questions are, however, will clients click on that link, read the article, or watch the commercial? And even if they do, will they be persuaded enough to purchase a product, subscribe to an idea, support a campaign, and recognize achievements? What PR firms do is to build trust, so that it is easier for the public to believe an idea that an organization espouses or buy a product that a company makes. PR firms use this trust it built in the community to push an idea, a product, and a service.

Skeptic audience versus media validation

The thing with advertisements is that the audience is always skeptical of the information it receives from commercials, billboards, and other advertising strategies. On the other hand, media itself will validate the information culled from PR firms, especially when it comes to building the reputation of a public official or a celebrity. The amount of PR strategies used in these cases will persuade the media to validate the information and enhance the strategies.

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Lakeland Public Relations

How To Promote Your Brand Effectively

Designing your ad campaign is not the be-all and end-all of brand promotion. No, you actually have to strategize where you’re going to put that said ad even before you start conceptualizing it.

Ad placement is as much important as the ad itself, if not more. There are a million different things that can go wrong when you place an improper ad in a particular place. For example, anything that would be placed near a school should be appropriate for minors. You surely don’t want to place an ad promoting alcohol or cigarette near an academic institution.

At the same time, a lot of things can go right about your Lakeland brand promotion if you have an insight of where to place your ads.

Basically, in today’s hyper-reactive world, you should place your ads in two major spaces: the public space and the internet, both of which would cost you money, though not so much because of the competition.

Placing ads in public

Before you begin placing your ad campaign in public, get to know your brand first and what it represents. If you’re selling healthy packed foods, then you should put up your ads in gyms, fitness centers, malls, condominiums, urban centers where the yuppies hang out, hospital, etc. You can put up your ads in practically every public space you’re allowed to because your product is safe and helpful to society.

However, there are products and services that should be placed on specific places only. Posters, banners and streamers for cigarette products, for example, should never be placed near a school, a gym, the Church and even in grocery stores. You’ll most likely find these kinds of ads in bars and nightclubs, and you’re safe to follow their lead.

In would also help your Lakeland brand promotion if you’ll put up posters about your product in community events. Say, you’re advertising a new pastry shop in Lakeland. You can check out what events are happening in the city, and ask the organizers if you’re allowed to put up your advertisements. The weekend farmer’s market and the monthly First Friday would be a good start to promote your business.

Just make sure your ads are visible where the public converge, and are placed properly, and your brand should have no trouble being recognized.

Promoting brands on the internet

Aside from promoting your products and services in public, you should also strategize on what websites to place it on the cyber world.

Social media accounts are always a good idea. Facebook, Twitter and Instagram will allow you access to millions of users. But remember that when strategizing the use of internet for your business, the cyber world is primarily used by millennials. Unless your product or service caters to this generation’s needs, you have to be really careful about where to place your ads in the cyber space.

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Lakeland Public Relations

Understanding the Importance of PR for Your Business

Good public relations is essential to the health of your business. The business community is a social business, which means you have to build rapport and relationships with your customers. A bad PR can affect the reputation of your business, your personal reputation, and the ability of your business to generate income. That is why most businesses hire PR companies to handle and manage their business image and branding. Professional PR managers with Lakeland public relation are essential for the success and the growth of your business.

Public relations is usually compared with advertising but what many people don’t know is that PR is way messier than advertising. With PR, you don’t only deal with campaigns and slogans. You are actually answerable to how the audience will perceive the campaign outputs churned out by your business’ advertising department.

With PR, you just don’t deal with the creative stuff–pooling your ideas on the best way to sell a cup of coffee or coming up with mood boards to have a feel of how the commercial or poster will look like. You actually address the real stuff; the ones people and the media magnify all the time–the bad stuff.

What would happen to a restaurant when a customer chokes on a piece of pickle in his sandwich? That is certainly not your business’ fault, but it is bad PR and it should be handled by professionals. A PR company like the Lakeland Public Relations will not only promote your brand, it will also handle any crisis that might come your business’ way.

A PR firm does not only create mind-blowing graphics, infomercials and slogans that promote your products and services, they actually look for the right people to sell these messages to. They deal with the media–what they want to hear, what they should know, what they shouldn’t find out, etc. Your business’ growth depends largely on your relationship with your customers and the media, which in turn has the power to make or break you publicly.

At first glance, public relations might look simple, but it takes talent, skills, professionalism, a lot of patience, and the proper timing to create a good public image–and Lakeland Public Relations can help herald your company to a new growth.

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Lakeland Public Relations

Lakeland Public Relations Technique

Idea: Using the news or enterprise push to hold optimistic reports about your business or your products; creating a superb relationship with regional media distributors.
Precisely what is Lakeland public relations? And does it and marketing vary? Public-relations may be the reverse of marketing. In advertising, you pay to possess your concept put in Television a magazine or radio spot. In public relations, the content that features your business is not paid for. The writer, whether transmitted or produce, produces videos your company as a result of information he reviewed and or she received or about.

Publicity works better than advertising, for causes that are all. Coverage is far more cost effective than marketing. Even though it’s not free, your charges are generally phone calls and messages to the media. Next, coverage has higher durability than promotion. Articles about your business will undoubtedly be remembered than an ad.

Than promotion usually does, press also reaches a considerably larger audience. Sometimes, your narrative might even be found from the national marketing, spreading the phrase about your organization throughout the nation.

Than does advertising ultimately, & most essential, coverage has credibility that is larger with the public. Visitors feel that if a goal third party- a journal, newspaper or stereo writer -is presenting your company, you need to be doing something worthwhile.

It naturally becomes a far more distinguished element in your neighborhood and your sector, as your business grows. That means that what it will naturally becomes less unworthy of notice. For employing public relations as being a bigger a part of your marketing mix, and that indicates improved options. Publicity is a wonderful tool since it gives publicity you don’t have to buy immediately to you. The definition of “immediately” is selected cautiously below. Correct, you may not need to reduce a check to publisher or a broadcaster whenever your corporation is mentioned in a news record. But good PR seldom happens without work. Receiving excellent promotion typically involves careful planning, continual attempt, and, generally, wasting money for news release messages, experts that are publicity and copywriters.

The good thing is, as the founding father of a growing organization, you’re in a position to become listened to the press and also by consumers. All you need to do is that you’re a professional source of advice or information about your business and let others learn you exist. Being thought to be a market pro can do wonders for the organization. But can you get your expertise regarded?

By ensuring you realize whatever, start you may about market, solution and your organization.

Speak with as much groupings as you can. (you had better overcome it, If speaking in public hits concern in your heart. This really is one expertise you’re going to need as an entrepreneur.) Volunteer to keep in touch with support clubs essential companies, company teams or someone else who might be enthusiastic about everything you have to claim. Do-it free of charge, of course, and keep it appropriate, intriguing and exciting.

Contact sector industry volunteer and textbooks to create posts, posts or view pieces. (when you cannot do this, compose a notice to the editor.)

Presentations or offer classes related to your organization (a caterer might reveal just how to prepare Thai food,Variety–or search as contributor or a standard guest to– an area stereo or TV talk show.

Do of this, and from the period you present oneself being an expert and contact marketing persons, you should have a lot of recommendations.

Why is generating press succeeded in by some companies although some don’t? It has been demonstrated occasion and period again that irrespective of how modest or large your business is, the important thing to obtaining publicity is distinguishing your marketplace and creating a well -considered-out public relations campaign. To really get your company discovered, follow these seven steps:

1. Create your setting statement. This sums up in several phrases why is your organization not the same as your competitors.

2. Record your ambitions. What does one hope to accomplish through the coverage plan for your business you apply? Number your top five targets in order of precedence. Be particular, and always fixed deadlines. Employing a clothing shop some targets might be to boost your store traffic, that may result in improved income, and create a high profile for the shop within the neighborhood.

3. Recognize your goal clients. Are they female or male? What a long time? What are
their routines, buying habits and profits? Where do they dwell?

4. Recognize your target media. List Television and radio plans and the papers in your area that might be correct shops. Make a comprehensive listing of the marketing then contact them you need to goal and consult whom you should contact with regards to your section of organization. Producer or determine the precise writer who addresses your neighborhood so you can contact them straight. Check your local library will have media research guides that list numbers and contact names. Make phone numbers, listing labels, handles, and your own press index. Separate TV, stereo and print solutions. Understand the “defeats” included in editors that were unique so you can make sure you are currently pitching the appropriate person your tips.

5. Acquire narrative angles. Bearing in mind the media you’re nearing, make a list of account ideas you can toss to them. Create history aspects discover on Television or you would wish to find out about. Plan a 45-instant brainstorming program together with your workers, a small business affiliate or your partner to come back up with ideas that are fresh.

One perspective is to give games for the pediatric wing of the regional clinic should you own a toy-store, like. You could inform the neighborhood marketing to a fashion pattern locally, if you own a clothing shop. What’s traveling from the store so quickly it can’t be kept by you in stock? You could speak with the advertising in regards to the return of patriotism, if it’s shirts presenting the American banner. Then arrange for a writer about why that particular shirt was ordered by them to talk to some of your customers. Suggest the paper deliver a photographer to get photographs of the shoppers sporting the tops.

6. Produce the toss. Place your ideas on-paper, and send them for the writer in a ” message letter.” Focus on an appealing reality that correlates your business for the crowd of the goal medium or a problem. For instance, should you wrote to get a journal directed at seniors, you could begin off “do you realize that over fifty percent of females more than 50 have not begun saving for retirement?” Subsequently steer into your message: “Being A Certified Financial Advisor, I can provide your readers 10 tips to start them to some retirement that is economically comfortable traveling…” Produce your correspondence no longer than one-page; incorporate your phone number hence you can be contacted by the writer.

With your page, include a news release if correct. Be sure to contain your setting declaration in almost any correspondence or press announcements you send.

7. Follow-up. Following-up may be to securing protection, the key. Wait four to six nights when you’ve mailed the information, then follow your message page up having a mobile call. You does not be called by the writer back and if you abandon an email on voicemail, contact again her to the phone or before you get him. Don’t abandon another information within five nights of the primary. When the writer demands more information, deliver it instantly and follow-up to verify receipt.

Once you reach the reporter around the phone, understand that he or she is probably and incredibly busy on timeline. Be considerate, if she or he has time to speak and have. If-not, present to call back at a moment that is far more convenient. Preserve your original toss to 20 moments, if the writer may talk to you present to send written data to aid your account ideas.

The following tips can boost your likelihood of success:

Request if he/she can recommend somebody else who might be interested if your thought is rejected by a reporter.

Understand precisely what you’re likely to state before you telephone the writer. Have you were written down before by it –it really is more easy, and you’ll feel less unconfident.

Everybody loves a supplement. Let him or her know if you’ve read a story you specifically liked by the reporter you are contacting. This can also demonstrate that you’re not strange with the writer is work.

Be persistent. Remember, not everybody will soon not be uninterested. In case your narrative concept is turned down, try to find out why and employ that information to boost the next pitch. Only continue, and don’t stop trying. You will succeed eventually.
You shouldn’t be a. You can easily be without being troublesome, continual. Use your instincts; supply to call-back if the writer sounds raced.

Be valuable and be a source by giving information to correspondents. Remember, they need your account suggestions. You can find merely so many they can produce independently.

Remember that co-workers get promoted. Be great to everybody you speak with, irrespective of how low they’re on the pole. Keep in touch, once you establish a connection; where persons can become you never realize.

Give you thanks. In receiving advertising for the company, when you succeed, often write a thank you note for the writer who worked with you on it. You’d be astonished how much a note means.

Plan your advertising efforts just like cautiously as you plan your business’ remainder. You will not be sad the effort was produced by you when you notice your company presented in the news-when you see the leads to your main point here.

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Lakeland Public Relations

Lakeland Public Relations – Do we need Lakeland PR?

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When we interview prospective clients and ask them what their understanding of a Lakeland public relations firm is we get interesting answers. The number one hurdle in the minds of the people we meet with is they have an image in their mind of a Fortune 500 company hiring a large PR firm or Advertising agency as we all grew up seeing in movies and tv dramas. They just don’t see their organization it those ways and assume the hiring of a PR firm to be financially out of reach and almost pretentious to even think of doing so.

Let’s clarify. Do Fortune 500 companies retain the services of high priced PR firms? Yes, they spend mega money for these services and if any of them are reading this post we encourage them to contact and hire us immediately ;)

So back to the real world. Do small to mid-sized organizations really need a PR firm and can they afford it? Yes and yes. Responsible organizations desiring to grow and build a solid foundation for longevity need to either hire internal talent to help guide the ship or they need to hire an outside firm to gain the skill sets they lack.

Have you noticed in all cities that when you ask who to call for any common service you will get a list of names with the top three being almost an exact match? Someone in these firms over the years has earned these reputations through hard honest work, consistent advertising, great sales teams, and many other ways. Something healthy and positive is going on.

Would you like for your organization to be on that short list or would you like to maintain your hard earned reputation and make sure you stay there? We need to speak.
What about the cost issue? That’s a great question. The cost to your business or organization of not having a well thought out PR and Marketing plan that all members of your team know and follow can be huge. What is the value of a customer, donor, investor?

Now if you meant what does it cost to hire us to handle your PR needs then you’ll be excited to know that we have plans available that all organizations can afford and will benefit from.

Give us a call to discuss your Lakeland Public Relations needs and let’s discover what areas of your organization will benefit from having talented people rethinking and promoting you.

Thanks for taking the time to read this and we look forward to speaking soon.