Phung

Every day, hundreds of so-called experts are quoted in the newspapers, on the radio, on news-oriented Web sites and on television. Yet advertising in these same media costs thousands of dollars. We never seem to question the budget line for advertising expenses, yet we often balk at adding a line for public relations services. How often do you hear fellow business owners say, "There's no direct line between public relations and increased sales"?

Well, they're wrong. Ask any manufacturer, entertainment executive, restauranteur, innkeeper or book publisher how important product reviews are, and they'll tell you there is a direct line to purchases.

When you read a review for a new restaurant, or note a nice pair of unusual earrings in a holiday gift guide, or observe Kate Winslet wearing the latest fashion designs, you're seeing the direct results of public relations. Sales skyrocket.

For service industries, however, that "line" to sales is indeed murkier. The power of public relations is built in a layering effect, in which each mention in the press heightens your visibility, adding another layer of credibility to your company. This credibility in turn creates a desire among viewers and listeners to pay attention to you. In effect, you've been sanctioned by a trustworthy, objective third party.

If the New York Times calls on someone for an opinion, he must be good. Hey, the Wall Street Journal is quoting this guy too. And now he's on CNN. He must be very good. He must be important, a leader in the industry.

Chances are good, you're already an expert in your industry. You just haven't been positioned as such to the writers, editors and producers who need experts to comment on issues and stories of the day.

No matter what your business, you're selling an image of yourself, your products and your services. Public relations manages that image. Whether you represent a Fortune 500 corporation or a private company, media placementsinterviews on radio and TV and in printincrease your perceived worth, and the worth of your company, in the eyes of your customers, clients and your industry. All because of media exposure.

Even on the golf course, people will comment that they saw you quoted in Forbes or Investors Business Daily. Don't underestimate the power of radio, either. Commuters and salespeople listen in their cars, but many office workers and entrepreneurs keep their radios on all day every day.

It is the function of public relations to consistently get your message out to the media. Here's how it works: PR people read and watch and listen to the news, always on the lookout for stories that may dovetail with your message. Then they call the writers, editors or producers responsible for that news with a story angle, suggesting you, your product or your service as a focus point. They answer the question the media always wants answered: "Why you? Why now?"

PR specialists also push "perennial" or "timeless" stories, those not dependent on an event or particular news story. These feature stories can be invaluable when added to your corporate marketing materials and sent to clients and prospects.

Another way PR firms make sure you're quoted in stories is to focus on issues of the day. Politicians aren't the only ones who have opinions on issues. In every industry, including politics, there are issues that need to be aired. If your competitor tells one side of the story, public relations makes sure you voice your opinion. Having an opinion is especially effective in industry trade media, where you'll reach your niche audience.

For those in highly competitive industries, PR can be an effective means to outwit your competition. How often have you seen a guest being interviewed over and over again, even though you know their products or services aren't necessarily the best in the business? That's effective public relations. Shouldn't you be quoted in articles and interviewed on TV and radio so you have a leg up on your competition?

Although PR professionals have often been called "spin doctors," sometimes spin is exactly what you need. There are times when bad things happen to good people. How do you manage a crisis? With persistent, consistent public relations. "Tell the truth, tell it all, tell it fast" is the most effective recipe for crisis management.

Creative positioning can take your company, no matter what level you're at, up a notch within your industry. You may feel your services are geared only to your city or region. National and international media placements, however, can put you head and shoulders above your local competition, because clients and prospects will perceive you to be "better" than just the local Jane or Joe. Clients like to be associated with winners; appearing in the national or international press makes you a winner.

Public relations creates marketplace demand for your products and services, which will increase your sales. It may not happen overnight, but like the best word-of-mouth campaigns, the media's nod of approval can be one of the most powerful sales tools in your arsenal.

Gaye Carleton is the president of Mantra, Empowered Public Relations. For more information on the benefits of public relations, see http://www.mantrapublicrelations.com.