When I speak to organisations about their PR it’s without fail very one sided. It’s always about their business and very little about their customers.
This is more than a mistake it can be disastrous for a business. Ignore your customers’ needs at your peril! If there is one thing you should take from this article it’s the knowledge that customers are selfish, they only ever think about their needs. It’s all about them and never about you.
So how can you use PR to ensure these needs are met? If you are selling a service, a product and company or brand you rely on customers; but buying is a very emotive decision and creating the right impression is essential.
Only last week I was speaking to a lady who was researching suitable care homes for an elderly relative. Her comment said it all: “We searched high and low, far and wide for a care home for a beloved relative. Proximity is important, but more so (and worth travelling for) is feeling that the staff are caring and competent and that the atmosphere and other residents are befitting. We walked into most of our closest homes and walked straight out.”
Ultimately, it’s about how “at home” that potential resident will be. Location and cost are secondary to that.Isn’t it the same with any purchase? You’d never buy the first car you saw never mind drop it off at any old garage for a service. So how do you communicate you are a business or brand people can feel “at home” with?
PR has many facets it doesn’t just mean good publicity. PR is how you treat your staff, how you interact in the community, how your product or service makes a difference and how you go above and beyond to do something that’s just a little bit unexpected. Communicate that and your customers will love you.