When should you use PR?

I gave a short presentation to a client committee today, and came away with a new business enquiry in my pocket. Did I do anything to deserve this? Well, yes, the answer is that, although it was unexpected, my nine years of work for the client has reaped a new dividend.

A lady's contact is starting a new business. It happens to be local. The lady has experienced first-hand what my PR style is and what kind of results she can expect. Donc: new business enquiry.

It always strikes me that one doesn't need PR in certain circumstances. One of the best ways I used to get leads was through working for a client (or two) at a trade show. I began with one client at a trade show; in subsequent years this became two, three, four clients in the same industry, UK and abroad, at the same trade show. 

Good work and good services, providing what the customer wants and achieving word-of-mouth marketing - this can speak volumes. You don't need proactive media relations or events when your 'public relations' is done through face-to-face communications and by others recommending you to friends and colleagues.

Now, if nobody has heard of your new business, your service or products, then you will need proactive public relations through building a relationship with editors, gaining momentum through coverage as well as other marketing methods and word-of-mouth recommendations. PR's a long-haul activity. It will need to bubble along for months, or years, to achieve the clear aims of the organisation.

Equally, PR will not succeed on its own (unlike I've heard from others). I believe that you need a range of coordinated marketing activities and the finance in place if the business is going to succeed. But we can be a critical part of the team.

To paraphrase one chap today: "Keren is a very important part of our success". Another nodded. That's two heads I need to nod, nodding. Result.