Public Relations Marketing: What Do You Need?

This is the second article in a five-part series that details exactly what you need to market your public relations agency and make it a success. Perhaps no company knows better than a public relations agency how important it is to remain visible and positive in the public eye. And the best way to demonstrate your ability to do this for your clients is by being visible yourself. Here are the essential marketing tools your public relations agency needs to be successful in today's competitive environment.

Business cards - Business cards are cheap and expendable. Print as many as you can hand out, and make sure everyone you meet has one.

Postcards - Postcards are cost effective and personal; they're delivered directly to the hands of potential clients. Best of all, you can tailor your postcard campaigns to target very specific audiences according to your specialty and increase your return on investment.

Posters - Many public relations agencies incorporate strategic poster placement as a staple of their marketing plans. Posters do not usually affect direct sales, but they brand your image.

Flyers - Flyers can likewise be strategically distributed for success, and because they're relatively small in comparison to postcards you can place them anywhere from bulletin boards, inside magazines and newspapers, under windshield wipers, on counter tops and just about anywhere else.

Booklets/guides - One of the best ways to enhance your credibility as a PR firm is to print a guide on how to manage public relations. Give it away to clients and potential clients with references to your agency throughout.

Catalogs - Some well-branded restaurants, such as the Ohio-based Winking Lizard Tavern, sell T-shirts, shot glasses, beer mugs and other merchandise to customers. Another great example is Cracker Barrel, which has a shop in every restaurant.

Brochures - Your brochure details what you do, how you do it, and why your clients need to hire you to help their public appearance and ultimately become or remain profitable.

Calendars - Everyone loves (and uses) free calendars. Showcase how you've helped clients establish repertoire with the media and increased sales each month. Other materials you should consider producing include a website, door hangers and a corporate identity package (complete with letterhead, envelopes, brochure, flyer, business card and pocket folder).