PR can be an effective driver of your demand generation program.

For me, one of the game changers has been when I read David Meerman Scott’s book “The New Rules of Marketing & PR”. David talks extensively about the demise of interruption strategies in the new empowered customer era. The bottom line he offers is the idea that in our blogs, press releases and in other customer advisory sites instead of heavy handed sales pitches we should more focus on providing useful information with a clear focus at the precise moment that the buyer needs it. For example if you are a caterer, create a blog and offer tips to organize a perfect wedding reception, or if you are a lawyer create podcasts or video casts talking about ins and outs of elder law. Content you generate will help establish you as a thought leader in your space.

As I explain demand generation programs to my customers, the question keeps popping up in our discussions; “Money is tighter than it has ever been in recent years…with all the tools out there, which one should I focus my marketing investment on? Which method will bring in the faster results?” My point is: Don’t ignore PR in your demand generation strategy.

Demand generation program is a multi-channel marketing tool set that offers to incorporate a multi-touch point, integrated relationship building and lead nurturing program targeting customers and prospects. The aim of the program is that when they are ready to buy they turn to you because they know and trust you as an expert in your field. PR is a very important element demand generation. It is a powerful tool of relationship building tactic and small businesses can not afford to exclude the online advisory boards, customer review sites as well as traditional approaches such as press releases that are very effective in establishing trust and credibility as well as brand building.

One of the PR outlets small business should monitor is Yelp. Recent New York Times article mentioned that starting next week, Yelp will let small-business owners publicly respond to reviews. Websites like Yelp and Angie’s list are empowering small businesses with the ability to respond to negative comments and have the opportunity to serve potential customers with relevant information improve perceptions in a timely manner.

PR is very much part of an effective demand generation campaign. Integrating public relations tactics within your demand generation strategy will enable you to deliver useful and relevant content that would help solidify your position as a thought leader in your space.