By M. Isi Eromosele

The conscientious exposure of a company’s products or services to a targeted market is an imperative task, especially in these times of stiff competitive global marketplaces. Today, every product or service, even a brilliant one, cannot wait for word of mouth to attract customers.

One sure way to success in a vast and difficult marketplace such as New York, London or Frankfurt is through targeted publicity. Publicity that gets a company and its products or services before the public, engendering a solid boost in sales short-term and long-term, is a valuable business aid.

In a media savvy market, targeted publicity can do more than boost a company’s image. A targeted public relations campaign can produce qualified leads, sales and new business for a company as well.

The goals of this campaign is to help a company generate inquiries, increase sales and gain much needed visibility in a competitive marketplace through the implementation of innovative targeted public relations techniques. It is based on a powerful but underused concept: Targeted Public Relations.

Targeted Public Relations is different from conventional public relations in a number of ways:

• It is targeted toward specific audiences rather than taking conventional PR’s "shotgun" approach of targeting mass media
• It generates not just coverage and publicity, but tangible measurable responses cost effectively
• Because it appears in specific media, it gains the company third party validation and endorsement

Targeted public relations represent a potent instrument that gives a company tools to increase the effectiveness of its marketing program while reducing the cost. It works regardless of the state of the economy.

In a soft economy, targeted public relations campaign maintains a steady flow of profitable sales leads exposure and new business. In a healthy economy, targeted public relations, in conjunction with high performance marketing tools generate more and better results than other traditional PR methods.

Implementing Targeted Public Relations

Two characteristics distinguish Targeted Public Relations from conventional Public Relations campaigns. First, targeted public relations concentrate on reaching a narrow segment of the market, specifically, those customers who are the best prospects for the company’s products and services.

Every component of targeted public relations is designed to generate one thing: results. The campaign can be customized to fit the company’s business objectives, depending on how much publicity it is seeking and what its sales and marketing objectives are.

Of all the marketing activities that will need to be done in a targeted marketplace, targeted public relations will likely to get the best results at the least cost. As such, targeted public relations would be an excellent supplement to any marketing efforts put into a marketplace. In good times as well as bad times, it can maintain a company’s visibility and marketing success.

A company should focus its targeted public relations activities toward a carefully selected group of a dozen magazines, half a dozen newsletters, a dozen blogs and two social media sites, all of which reach its most coveted potential clients with little or no waste

Benefits that will accrue from the implementation of Targeted Public Relations include:

• Reinforcement of who the company is and what they do
• Letting people know they are active in their marketplaces
• Publicize the company’s projects and events
• Enhance the company’s image and reputation

Targeted Public Relations can produce qualified leads, sales and new business for your company in competitive markets by spawning specific coverage and visibility within narrow mass media.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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