Consumer confidence is high, and the economic outlook is bright. If trends remain the same, marketing budgets will increase again in 2018. While many B2B companies spend about 10% of their annual budget on marketing, consumer product marketing can reach more than 20%. With that in mind, 2018 might be the year to add public relations to your business strategy or increase your existing budget.
If you already include public relations as part of your business strategy, take the time to review that work to make sure it’s targeted and effective. Regardless of how you handle PR, the efforts should ultimately contribute to growing your business.
If you don’t know where to start, ask for referrals of top-notch PR people from other business owners. Most importantly, make sure you find an individual or agency that is professional (check out the local chapter of the Public Relations Society of America), can scale work according to your organization’s needs, and has the experience to positively impact your company’s objectives.