Sorry if I’m the one who has to tell you this, but your product really doesn’t matter. But your public relations does.
A bad product with good public relations won’t fly. There’s nowhere to hide on the Internet. But A good product with bad public relations is just as bad. If you don’t have a public, you don’t need a product.
Business and public relations are one and the same. We get hung up on the nuances. I often switch between talking about startup public relations, and small business wisdom interchangeably. Business success is the ability to communicate the benefits of a product or service to the right audience, at the right time. This is the heart of public relations. Therefor business is practice of public relations personified.
We buy products because of a story. We buy because we think the product in question it will help us achieve our goals. Whether our expectations are met or exceeded is all a function in our belief in the message. The better the perceived benefits can be communicated against our existing needs, the more likely we are to buy.
This is different from advertising. Advertising is about generating demand for mediocre products to a vast, and homogenous advertising. In today’s era of public relations, brands and businesses have the opportunity to tell stories to customers that reflect their needs and hopes back at them. Public relations is about listening, and product is the response.
The power of the public relations process is to connect with the emotion, the fears, goals, and aspirations of the customer. We do not make rational by decisions. Our emotion leads us to a buying decision and then we logically explain why we made the choice we made.
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