It is said by many people that Public Relations are a better way of getting publicity than advertising. I agree with that. The disadvantage is that many organisations outsource their PR to more specialised companies. The result is that you might have effective actions and a better brand recognition, but also a high price tag.
However, it doesn't have to be this way. Everybody has already many PR bureaus: the people from their network. The only "problem" for most organisations is that they are rather "sleeping PR staff" than active promotors. They will only be awakend when people ask them about your organisation or your field of expertise. They won't take many proactive actions on your behalf.
How can you change this?
Actually the answer is rather simple: by asking them and by being a good example yourself.
Some examples of actions you can take:
1) At receptions, mixers or other functions: go together with a business contact from another organisation. Agree up front not to stay together during the event, but go your own way and talk with other people. Ask the other person to look out for people that might be interesting for you and do the same for your ally. When you meet someone who might be interesting for him, introduce them to each other. In short: be each other's PR agency!
2) Customers: ask them if they know someone who might also benefit from your products and services. When you get a positive answer, ask if your customer can make the connection for you. Most of the times we would like our customers to make introductions and to spread the word about us and even expect them to do that, but we never ask. We live in a world of information overload. Most of us don't have time to think about what we can do for other people. So don't expect your customers to be different. But when you ask, you might be surprised about the support you will get from them! (For a 9 step process about how to ask for referrals:
www.everlasting-referrals.com)
3) Suppliers: the same principle applies to them as for customers. Ask them who they know who might benefit from your products or services and ask for introductions. They will indirectly benefit from you doing more business, so make sure you ask them to help you. Connect them with people who might be interested in their services as well.
Don't wait for your suppliers or other people from your network to ask you a question. Be proactive and connect the people and organisations where you see a match.
These are actions which are very easy to do and they don't cost any money and just a small amount of your time. Be an example of the behaviour you want to see. So start making connections and be surprised by the results. Though you will never know if and how this will be reciprocated, reality shows it almost always does!
To your success!
Jan Vermeiren
Founder of Networking Coach
More tips to get free PR and tap into the power of your network you will find in the networking book "Let's Connect!". Get your FREE light version at
www.letsconnectbook.com
Jan Vermeiren is the Networking Coach and author of the network book “Let’s Connect!”and well known networking speaker.
Jan and his team don’t only give networking and referral presentations, networking training courses, networking workshops and referral training courses, but also advice organisations how to stimulate networking at their events and how to integrate networking in their sales and recruitment strategy.
The Networking Coach team works for large international companies like Alcatel, Deloitte, Delta Lloyd Bank, DuPont, EDS, IBM, SAP and Sun as well as for small companies and freelancers.
Go to http://www.networking-coach.com to get your FREE networking e-course and a light version of the book.
Learn how to create a legion of ambassadors who bring in one prequalified prospect after another so you don't ever have to cold call anymore in the Everlasting Referrals Home Study Course: http://www.everlasting-referrals.com.
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