Learn how investing in PR instead of Super Bowl ads can increase profitability

Apple’s “1984,” Clint Eastwood hawking Chryslers and the game MVP announcing his plans to go to Disneyworld could go down in history as some of the best Super Bowl commercials ever. And, for about 5 million dollars, your company could also grab a 30-second piece of the pie.

For those of you who would rather not spend that much money on bathroom breaks, fear not. You can save a few million and turn to PR for visibility and brand-building.

Your company is ready to take it to the next level and now you’re looking for ways to make sure others know about your company, too. Media coverage is one way to gain great exposure. We’d like to offer some tips on the best ways to share your news by earning media coverage.

After a massive data breach, a failed expansion into Canada and increasing negativity from employees, Target's recent decision to rescind the job offers of dozens of new corporate hires was the latest in a string of blunders plaguing the big-box retail store. Target recently opted to terminate 40 of its newest team members within two weeks of their expected start date – with no explanation, except that their positions were no longer available.

The Minneapolis-based, mammoth retailer should have anticipated the potential repercussions of such a decision before dismantling 40 corporate jobs without explanation. This latest flub has brought about a flurry of negative media scrutiny and speculation concerning Target’s financial performance and a potential class-action lawsuit. And worst of all, Target is sending a message that its employees (and its reputation) aren't valued.

This may be the most important list you can make for a more profitable year

Your company has a big announcement or event coming up and you want everyone to know about it, so you create a terrific press release and develop your best pitch. Now what?

Whom you send your press releases to is as important as what you send. To make sure you’re targeting the right journalists for your message, you must do your homework and generate a media list. Of course, this is easier said than done, but fortunately, PR can help.

Learn how even a small press release can mean big things for your company

The first press release was issued in 1906 by PR pioneer Ivy Lee, who convinced his client Pennsylvania Railroad to issue a statement following a deadly train accident. Since then, PR professionals have sent press releases to announce news about everything from bedbug infestations to the FIFA World Cup.

Even with all the new communications technology and the seemingly unstoppable progression of social media, the press release remains a staple of company events and initiatives, crisis management efforts and PR campaigns. When you have to reach everyone quickly and need to use more than 140 characters to give the complete picture, a press release is the way to go.

Take advantage of the profitability that comes from working together

Automotive pioneer Henry Ford said, “Coming together is a beginning; keeping together is progress; working together is success.” This is especially true when it comes to all levels of your company working in conjunction with your PR team.

Unfortunately, at some companies, this is easier said than done. With everyone bumping heads, jockeying for position and fighting for their own pieces of the budget pie, some companies can seem more like a monster truck rally than a cohesive unit. However, for the sake of your profitability, it’s vital for your team to work together and for you to include your PR firm in your strategic plans.

Kick off 2015 and boost your business with great PR

Before the turn of the new year, we published an earlypredictions piece on public relations. Certainly some more skeptical readers may view our predictions as more strategic in nature, so let’s reel it in a little: What are the steps that an organization should take if it’s just now considering a PR program? Using the handful of expert tips below, any business looking to advance its brand reputation or extend its product marketing can immediately initiate its own public relations program.

Use PR to explain the significance of the company spokesperson and to help you prepare.

Some people think they can just walk into a media interview, answer whatever questions come up to the best of their ability, and everything will be fine. Well, think again.

Your CEO may be accustomed to speaking to a room full of shareholders or consider herself an expert at giving speeches, but media interviews are different. There, you face an entirely unique set of judgment criteria. Audiences will extensively scrutinize everything from the expression on your face to how you sit or stand. It’s important for your CEO to understand the importance of making the right impression in interviews and that professional training is necessary. The following information should open her eyes and demonstrate how spokesperson training can affect your company’s profitability.

Learn how PR tools can help you increase profitability and see real results

As we begin a new year, everyone is making resolutions to improve. If your plan includes increasing promotion and outreach for your company, here are some actions you can start today for increased profitability in 2015

Taking extra care of your customers could be the key to your business’ success in 2015. Google’s new algorithms mandate a significant change in your SEO practices. Now is the time to re-evaluate and switch directions for your business.