Solar industry professionals face countless challenges in honing a real competitive edge, including anything from client/customer prospecting, sales, forecasting and more. Along with the responsibility of managing these functions, they are also faced with implementing an effective marketing communications strategy to get the word out about what they offer and why they’re the best option.
This article is authored by Robert J. Sincovich, President of R.J. Sincovich Communications Inc.
One of the most valuable, yet overlooked, tools for helping to drive sales is public relations. Public relations can be an important part of the marketing mix because it offers opportunities to deliver information about a product or service in ways that make people really stand up and take notice.
PR can incorporate a wide variety of skills and tactics that can include working with the news media, generating partnership opportunities with third-party organizations, working with advocacy groups, government agencies and more.
Understanding the different facets of PR can be worthwhile, and of particular assistance to business managers as a marketing-support function. As a marketing tool, public relations can be used to generate influential news about a product; it can be used to develop alliances to help broaden the distribution of messages; and it can be used to help advance compelling awareness about a certain business issue. The list of possibilities is endless, but the question remains: How do you make all this happen?
Advertising vs. Public Relations
There is an industry phrase that helps put things in perspective: “Advertising you pay for; public relations you pray for.”
For example, many people reading a report about a new product would learn about the use and benefits of the product. Appropriate visuals are used to support the story, such as photos of the product in use, and there’s an expert included who offers commentary. Often, the material is generated by the actual publication. But sometimes, that’s not the case.
On appropriate occasions, the material may be developed by a public relations professional working on behalf of the product company. The value of this approach is that the information was reported through a very credible source, the news. Another benefit is that there was no media placement cost involved. Rather, the news producers used the story because of the educational value it had for their readers. In many ways, this is one of the greatest differentiating factors between advertising and public relations—the actual delivery costs you nothing.
With advertising, the content of the ad, the selection of the media and the choice of timing are all controlled by the ad’s sponsor. Since public relations material is considered “editorial” in nature, the quality and news value of the material are the primary factors that help editors and producers to decide what ultimately will be used. As a result, added credibility is accorded the messages since a third-party decision maker was involved in selectively running the story.
In fact, a recent solar product client article that appeared in a leading trade publication scored 741 online hits in the first two hours live, with visitors spending 3.5 to 5+ minutes each reading the article that totaled more than 42 hours of reader time learning about the sponsoring client. That is a staggering amount of influence that made the client stand-out as a key opinion leader and category expert.
It is also important to remember that PR can be a valuable communications tool through the entire lifecycle of a product. Even before a product is introduced, news announcements can be sent out alerting audiences to an upcoming development of interest to them. Additional “pre-launch” work can be done to build awareness about certain voids in the market place about needed product solutions, so that when the new introduction takes place, it is accepted as the long-awaited answer. During the lifecycle, product improvements and updates can also be publicized to continue the momentum and purchasing interest.
Leveraging third-party involvement
Public relations is not limited to communicating through the news media. Often, a successful outreach program can be accomplished by inviting the participation of an outside organization, such as trade, industry and/or consumer groups. Their involvement in a press conference or press release, for example, lends an entirely new level of credibility that helps support your position. And, because the effort is usually mutually beneficial, there are no fees involved, just cooperation.
Public relations can be stand-alone
While it is always important to consider ways to integrate public relations strategies and tactics into an overall communications program, it is also possible to create public relations programs that can be run separately.
An example of a stand-alone effort involved a renewable energy client introducing a new geothermal pipe system. With limited funds, a series of press releases were produced announcing several “threshold” developments as the product moved through different stages of development, completion, patent acquisition and ultimate introduction. A real-world installation project was also written up as a “Case Study,” showing the step-by-step process, and published in the leading trade publication reaching professional installers. The combined publicity created such a rush of purchasing interest, that the manufacturer needed to ramp up production/distribution to help keep pace with product demand.
Clearly, the word was getting out there and the sales interest was generated.
Is public relations always applicable?
Like any other tool, public relations is most effective only when and where it fits best.
Although it would be difficult to say that there are occasions where public relations tactics cannot be applied, a business manager should always consider the potential communications benefit against the cost. And, while PR can be very cost-efficient, there are no set parameters that dictate specifically what a public relations budget should be.
As a general rule, if an overall promotional budget is in the range of about 8 to 12% of total sales, an appropriate public relations allotment might be about 12% of this amount. Naturally, this can vary greatly, depending on the opportunity, or lack of it, based on the circumstances. In some cases, the public relations portion can be substantially higher or lower. Nonetheless, flexibility is certainly a valued benefit.
Measuring results
Very often, the results are measured not just by the amount of sales that are generated, but by the amount of editorial space or airtime achieved through the public relations program. Converting this information into the number of people reached, or calculating the cost for an equivalent level of advertising space are two other common approaches. However, depending on the budget available, benchmark testing, combined with zip code analysis and attitude measurement should be considered as appropriate methods for estimating results. Website spikes are also helpful.
In one case, a client undertook a careful zip code analysis of sales in regions where clusters of consumer-targeted material appeared. When the sales numbers in these areas were compared to areas where the material had not appeared, a consistent increase in sales was indicated wherever the news material had appeared. As a result, the client acknowledged that the effort was well worth the small cost involved in the initiative and helped drive measurable sales.
What steps can you take?
If you’ve not been involved with a public relations initiative before, or if you are not certain about what public relations can do to help you in reaching your marketing objectives, you may want to consider contacting professional organizations, such as the Public Relations Society of America (PRSA), based in New York City. This and other such organizations may have regional chapters where you can explore the services that are available.
Your colleagues can also be a valuable resource for information about PR firms since they may already have had experience in this area. First and foremost, however, is the need to recognize the value that PR can add to your overall marketing communications program and explore the possibilities engaging a public relations professional.
Five Keys To Public Relations Support
- Recognize the potential for expanding the frequency and reach of messages through alternate channels.
- Consider the news value your product may offer.
- Reserve sufficient funds in your promotion budget for public relations.
- Be aware that all stages of the product life cycle can be considered.
- Seek the counsel of a public relations professional wherever possible.
About the author
Robert J. Sincovich is founder and owner of R.J. Sincovich Communications, an independent public relations consultant firm offering strategic PR services to industrial, consumer and institutional-oriented companies. Further information can be gained by calling 267-614-2265, sending e-mail to rjsincovichpr@msn.com or visiting www.rjsincovichpr.com.
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