Btec Business Level 3 Unit 9 P1

By using PR, we can promote positive attitudes and behaviours towards the business that will help convert interested consumers into customers. PR tools are very cost-effective, and often give you a greater degree of control than more broadly targeted advertising campaigns.

Some examples are, among others, press releases, newsletters, public appearances, sponsorships, and nowadays, social media. Social media lets you bypass the media and go straight to your customers. This would allow you to follow and be followed by journalists, drive web traffic and manage issues by responding quickly to criticisms or negative perceptions, and increase exposure for L’Escargot’s brand.

Currently, L’Escargot is already sending out weekly newsletters and using

social media in a daily basis. The events taking place during London Fashion Week should be included in this strategy before, during and after.
Since for this event we want to keep the costs as down as possible, we will give some free tickets to targeted bloggers. Unlike journalists, bloggers usually have time to spend in events, and they have a strong social media presence. They will tweet about the event, share pictures of what’s happening and will bring L’Escargot’s name out there.
Finally, although we are not publishing a press release for this event, we will write a short article about the series of events happening Upstairs at L’Escargot during September’s London Fashion Week and send it to local magazines and newspapers, who will likely publish it when the events’ date approaches. See example below: