At Mustang Marketing we believe in in a multipronged approach to marketing. While we hope all of our clients are following a strategic plan — maybe one that we were involved in creating — most need some kind of communications plan among their marketing mix.
This is where public relations would usually be. But it’s so much more than public relations. Social media, community relations, government relations and crisis management all fall under the umbrella of good strategic communications.
There is potential for a blog on each one of these topics, but for this post I’m addressing a common question from our many national (and some international) clients:
“What good is local public relations for us? Our clients aren’t here, they are all over the country.”
It’s a fair question, and our answer is that local communities like to know the companies in their “backyards” that may be employing their friends and neighbors, and sponsoring school programs or youth sports teams. People take pride in, and a certain degree of ownership of, the companies in their regions, and that goodwill can be priceless. And it’s far better to have it before it’s needed.
Aside from the bragging rights of “Did you know the company that does that is located just a short distance from here?” there is the support you may need when the building needs to be expanded and a variance from the city planners is required. Delivery trucks, or extra company trucks, may block the street from time to time, hampering traffic. There could be an accident on the premises. Having the community behind you can be invaluable when you need them.
Even if no one in your local community ever buys a single product or service your company sells, cultivated community pride and support can help in ways that can’t be predicted but are often needed.