Question
I run a UK based jewellery company specialising in bridal jewellery.
We have a turnover of circa £4m per annum. We advertise using Adwords, Youtube, and run active facebook campaign.
However, we don't do any proper PR activity, so it is an obvious gap in our marketing strategy.
I realise I could engage a PR agency, or I could advertise in the PR press and look to employ our own PR person.
However, I am not clear on what my PR 'objectives' should be. I also don't know what a good result would look like, or how much I realistically need to budget for.
So far, I have been skeptical of the value of PR. Realistically, we are not Coca-Cola or Panasonic, and I am not sure I have the appetite to afford the size of campaign to try to build a large scale 'brand'.
Hence to date, I have focused on direct response marketing with adwords etc.
Some possible avenues which might work and which I would include in the PR category is;
* Celebrity endorsements
* Featured products in bridal magazines
* Press releases (I realise these don't generally work)
* Events
* Local awareness campaign in local papers
As you can see, I am bit confused on the best way forward. So I am looking for an expert in PR, who I can pay to give me some guidance on this topic.
Once I find a PR expert I can trust, I would like to discuss with the the following questions;
i) Can PR generate a measurable increase in sales for our business type and niche?
ii) What is the minimum amount I should budget to test if it works?
iii) Should I employ somebody or use an agency?
iv) What is the right PR strategy I should set from the start
Thanks for reading!
Answer
Congratulations on the major Success of your business.I believe you should hire a PR person who would engage your customers and develop a marketing strategy for your business. Social media is very key for your business and you need to focus more on that. Thank you
