Director: January 2009

Selling Yourself

DIY public relations could be a winning formula for small firms as the credit crunch deepens. But what's the best way to send an eye-catching message about your brand without breaking the bank?

When IT solutions specialists SAS UK started to handle its own public relations, rather than using an agency, it boosted the media coverage it was receiving by 182 per cent within two years and tapped £65,000 a year off its PR bill.

Boutique hotel guide company Mr & Mrs Smith spends £100,000 a year doing its own publicity, but reckons it would have to part with three times as much to get the same results from an outside consultant.

And Mamas & Papas, the baby goods retailer, has cut the number of marketing staff from 12 to seven, but increased its media coverage by at least 50 per cent. 

These companies have found that it's possible to get good results from public relations without overspending. It's a formula that more businesses, especially SMEs, will be seeking as the credit crunch bites deeper and marketing budgets are cut. 

Some will organize their own PR while others may seek help from a consultancy, or even adopt a hybrid approach. 

"Many consultants will work alongside an organization helping to empower existing staff and support as appropriate," says Elisabeth Lewis-Jones, president of the Chartered Institute of Public Relations.

But whatever the approach, when cash is short the emphasis should be on value for money. SAS UK has employed just two PR people since it took the job in-house two years ago. Sheila Perry, head of corporate communications, says having PR people on the inside means the company knows more about what works and what doesn't. "We understand far better what we are doing. We measure everything precisely and are able to do that because we have control."