Where is your target group located?

[samiul123]

The communications market is changing - but not everything is turned upside down. You can reach multipliers and influencers via social media, but not your actual target group in all sectors. You should therefore put together a sensible mix in order to be prepared for the future on the one hand and to advertise successfully now on the other.

For certain industries, traditional press work is a good option. In others, most orders come through recommendations and networks, while advertisements are completely ineffective. Still others generate the vast chinese america data majority of customers through advertisements.

In order to allocate your budget effectively, you don't need to be afraid of market research and target group analyses. Which brings us to the fourth point.

What can you finance?
You don't have to be able to blog yourself - and neither does anyone on your team - if an agency or copywriter does it for you. You should only write press releases yourself if you are really good at it. It goes without saying that laypeople shouldn't design a website.

But what if the budget is not enough for the media you think are particularly useful? Then all you can do is divide your own workload so that you put exactly what you do best at the center of your media mix. Don't waste time staring blankly at your empty monitor when you could be making a phone call. Don't send out embarrassing advertising texts with the title "press release" if you are more comfortable with personal contact with the press or you are a genius at organizing events.

Many people only think of three or four classic options when it comes to advertising and PR. But there are many more that you may not have even thought of. There are certain basics that you can hardly do without these days - for example, a good website that conveys the essentials and motivates your customers to take action. For some industries and products you definitely need flyers, for others you definitely need a catalog. No company can do without business cards and decent business stationery. But for everything else you should choose wisely based on the criteria mentioned.