The Edinburgh ‘good Pr Guide’

In Edinburgh public relations is as crucial to the development and maintenance of a positive public image for a business as it is anywhere else. Taking on a professional PR company not only takes your firm to another level professionally it also encourages people to think and talk about a business in a favourable manner. Perhaps more importantly, it also acts as a useful means of obtaining publicity without spending thousands on advertising.

The recession has hit businesses hard and one of the biggest mistakes many firms make is to cut the resources ring fenced for PR. Far from being an ‘extra’ for companies it is the key to making your firm stand out from the crowd in an increasingly competitive marketplace.

Good PR not only attracts new customers but can spark interest from investors and potential employees. However, it does not have to break the bank as contracts can usually be negotiated to suit every budget. Smaller firms with tighter margins may, in fact, prefer to hire a PR firm for one-off projects rather than pay a monthly retainer fee.

PR is an ideal platform for boosting the profile of a business not only nationally but also locally. Local newspapers, television and radio stations are excellent vessels for promoting a firm on its home turf and often act as a catalyst for larger national interest.

Digital marketing and PR is on the rise but press releases remain at the heart of any good PR campaign, particularly as many publications rely on these as a guide to local news and stories of interest. PR professionals ensure any press releases are succinct and tailored to appeal to a publication’s readership.

Local journalists are far more likely to take a keen interest in any business deals or internal developments of firms based within their own city. A good PR firm would establish a solid working relationship with local journalists to ensure your profile is always at the forefront on home ground.

Conversely, it also means should anything go wrong your PR team is on hand to offer ‘crisis management’, which basically means the team will deflect any negative press and protect your firm’s professional profile.

Standard PR opportunities for businesses include news of a new product or service; expansion of premises or a successful contract that reflects well on locally-based staff. It can also be internal news, whether that may be hirings, retirements, long service awards or major business anniversaries. Sponsorship is also something else to bear in mind, whether it’s the local football team or the crossword in the local paper it is all key to getting the firm’s name out there and keeping it in the public eye.

For example, an Edinburgh PR firm may be able to negotiate space for a local Edinburgh based entrepreneur to write a regular business advice column in a local newspaper or identify opportunities for key members of your staff to comment on any relevant stories or features.

By: Harvey McEwan

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