Source From (Business Times): http://www.btimes.com.my/Current_News/BTIMES/articles/SME26/Article/index_html
Published: on 26 March 2012
KUALA LUMPUR: Many small- and medium-sized
enterprises (SMEs) often feel that getting media coverage is out of
their reach, but this should not be the case.
Strategic application of public relations (PR) is one of the least expensive and most effective ways SMEs can get exposure to and, thus, grow their business.
PR is just as important for SMEs as it is for large corporations. It is typically a mix of social media, community participation, public speaking opportunities, by-lined articles or media commentary, and long-term relationships with reporters. This would lead to print, broadcasting and online coverage.
PR can be executed on a modest budget, according to Orchan Consulting Asia Sdn Bhd.
There are dozens of inexpensive PR tactics and resources that SMEs can leverage on to great effect. This is where Orchan comes into the picture.
The firm has introduced its PR concept package, Chocolate Box PR, which is designed as an introduction and starting point for entrepreneurs.
"We are about orchestrating change, and we hope that this will spark a positive change for all of our clients who choose their very own customised Chocolate Box PR, by showing them how to hook into PR initiatives in their respective industries," Orchan business development director Eugenie Chan said.
Chocolate Box PR is a cost-effective option for any businesses that have not used PR before.
With three distinct step-up packages available for start-ups, Chocolate Box PR works on different levels to prepare, educate, pitch, and enable exposure for the entrepreneurs and their products, Chan said.
"A basic package offers consultancy and "do-it-yourself-PR" with guidance on how to move forward, where a more comprehensive package will offer select story pitches, a product launch or press conference, or preparation of select collaterals relevant to your business," she added.
Chan, who is also co-creator of the Chocolate Box PR concept, said while most entrepreneurs have passion for their brands, they need effective and practical solutions to help them get maximum impact.
"Chocolate Box PR shows start-ups that PR is an accessible tool, and that in many cases, they can do a lot of it themselves with the right guidance and support mechanisms," she said.
The firm has developed a model to suit the Malaysian context, and the result is a programme to empower start-up entrepreneurs to build confidence in using PR. "It also enables them to have more autonomy in their PR direction," Chan said.
Among companies that have benefited from Chocolate Box PR include Yappy.TV, an online social media portal, and BellaVita, a new health supplement company.
Orchan, established in 2009, offers clients a complete portfolio of PR services including brand building, product launches, events and promotions, corporate social responsibility and social media
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