The Trump Blog

Ideas and Opinions from Donald Trump and TrumpU Faculty.

Home : What Public Relations Gives You that Advertising Never Can

What Public Relations Gives You that Advertising Never Can

Blog Image

A post on this blog a few weeks ago described the marketing traction that small businesses can develop by sending out press releases to local media. Today, I would like to add to that strategy.

The first step is to have your company contribute to the quality of life in your community. You could buy a new piece of medical equipment for a local hospital, offer jobs to local retirees, or sponsor a new playground. Once you have done your good deeds, send out press releases about your activities to local media - newspapers, radio stations, regional cable networks. They will be eager to tell your news.

When you demonstrate your commitment to your community, you will receive more far-ranging benefits than you can generate from advertising alone. (After all, advertising is intended to generate sales and usually not much more.) When your community involvement makes news, you:

  • Cultivate customers who will be much more eager to buy from you than from your competitors.
  • Create “buzz” for your company and what you sell.
  • Transmit a marketing message that remains active in the minds of your customers for months and even years.
  • Establish your brand as something that people can believe in, not just buy.
  • Encourage local vendors, investors, service providers and other businesses to contact you.

With community-cenetered public relations, you can talk to your customers like a neighbor, not just another business that wants their money. If you can accomplish and help people too, that is a classic win/win for everyone involved.

Donald Sexton, PhD, is Trump University’s faculty member in marketing and sales. He is also Professor of Business at Columbia University and President of The Arrow Group,  a leading marketing consulting group. Dr. Sexton teaches The Marketing Mastery Program at Trump University.

Permalink |  Email this |  Add to Del.icio.us  Digg it!  Add to reddit  Add Newsvine  Add to Technorati  Add to FURL

8 Comments   Post a comment

[-] Posted by user89187 on 03/09/2007 9:53 AM
Nice to see your right on cue! What can you do to pick up the valued force of motion?
[-] Posted by user89187 on 03/09/2007 3:05 PM
Think about it for a second Don. I mean seriously if you don't do things for love or money, what do you end up with both?

What if we added power to the equation, you don't do it for the love, money and or power and pressto the sheets balance at the end of the day!
[-] Posted by member1499085 on 03/09/2007 7:13 PM
Don,

I agree with your article because when you do something positive for your community, I think people will remember. Actions are stronger than words and by taking action, you'll be able to build goodwill in your community. Remember: You reap what you sew....
rickyl
[-] Posted by member1519926 on 03/09/2007 11:40 PM
Makes sense. I definately want to be involved with a company who I know helps others and is not simply there to make money. There is more to business than simply money. Relationships are gold.
[-] Posted by Gary A. on 03/10/2007 7:20 AM
Your comments are 100% on target.

Doing good deeds for the community and fostering goodwill become not only intangible assets on the balance sheet of the company, but assets on your personal balance sheet of life.

gea
[-] Posted by member1540665 on 03/14/2007 8:57 AM
The press can help in you do in minutes what would have taking forever if at all. Today it is easy to create buzz about almost anything.One thing I learned was never be shy to talk to anyone.Call that news station,CEO,Owners and Presidents of companies. They are human just like you and the best part

is most of them think like you and will listen to you if they are smart. When Trump talks everyone listens so where did trump get his Smarts. That's right by keeping the good ear open to others on the climb to the top.
[-] Posted by lightwayvez on 03/14/2007 9:30 PM
I took the plunge and bid one dollar on a property group today. If my bid is honored my opportunity for charity becomes reality. I bid one dollar because I know the property is old, and there is the issue of mold and building codes to improve.

Wish me luck !
[-] Posted by member1493070 on 06/03/2007 7:00 PM
a good idea that has propelled several companies in Australia.

The press get a hold of a good deed and they go to town on pumping up the value of a business. Look at such people as Dick Smith and his counter parts. There is a good book written just about this in Australia. I'm not sure if I can mention it here.

It all about using several company attitudes towards the worl around that just propels them marketing wise without spending huge amounts of money.

Good work
Have fun

Duncan
Get the Feed
AddThis Feed Button

Please send me Trump University's weekly e-newsletter Inside Trump Tower and let me know about special offers.


See how you stack up against Donald Trump take our FREE entrepreneurship test.

Blog Roll

Trump's Official Apprentice Blog

Trump U's Marketing Blog

Common Sense Guy

Seth Godin's Blog

How to Change the World

Tom Peters

Conversation Marketing

Pogue's Posts

Beyond Branding

Freakonomics

Marketing Excellence Blog

Clear Blogging

Rajesh Shakya

 

TrumpU Books

Trump Wealth Building 101 Trump University Wealth Building 101 Your First 90 Days on the Path to Prosperity

Trump 101 Trump 101 Author: Donald Trump Publisher: Wiley

Trump Marketing 101 Trump University Marketing 101 How to Use the Most Powerful Ideas in Marketing to Get More Customers

Trump Real Estate 101 Trump University Real Estate 101 Building Wealth with Real Estate Investments

Trump Entrepreneurship 101 Trump University Entrepreneurship 101 How to Turn Your Idea into a Money Machine

Trump Asset Protection 101 Trump University Asset Protection 101 Tax and Legal Strategies of the Rich