The Buzz

PUBLIC RELATIONS

Public Relations is more than just pitching stories to the media or sending out press releases. The PR umbrella covers a number of related activities, all of which are concerned with communicating specific messages to specific target audiences. To win the Super Bowl, you don't just show up that day, play, and hope for the best. Long before you get there, you put together a team and a plan. You also review your strategy, practice your moves, buy the equipment you need and train your players. Winning in PR is a similar game --- early preparation leads to lasting success. PR is a process. There is no magic bullet. Don't expect instant results and overnight success.

Companies hire PR firms for a fresh point of view and original thinking. At GMS, our team carefully reviews and selects the accounts we handle. Our integrity and reputation in the golf industry is something we take seriously and is reflected by the "company we keep."

Promoting new and unique products or services is the fun and challenge that gets GMS' creative juices flowing. Over 15 years, GMS has built a portfolio of successful start-ups and category leaders throughout the golf industry. When we call the media to pitch a new client, the media listens.

Just like buying a DVD player with too many unwanted bells and whistles, don't hire a PR agency with more capabilities (more steak than sizzle) than you really need. GMS has the contacts and the resources to achieve your goals and objectives cost-effectively and efficiently. GMS offers the focused communications services most golf companies require - account management, professional industry-specific writing, and media relations.

The bottom line: public relations can communicate your company's message and achieve your marketing objectives at a fraction of the cost of paid advertising. Any business or organization that sells or markets but doesn't take advantage of the incredible leverage of free publicity is pouring marketing dollars down the drain.

PR can achieve more media exposure with $1 than you can buy with $10 worth of advertising. You can't afford not to invest in GMS.

10 Ways PR can solve your marketing problems:

1. Your competitors are bigger than you and can outspend you in advertising. PR, because of its low cost, can level the playing field.
2. Your product or service is the best --- and nobody knows about it. PR can get the word out in a more believable way than paid advertising.
3. Your product isn't better than anyone else's. PR can help set you apart and convince buyers to see you as the leader in your field.
4. Traditional marketing isn't working anymore. PR overcomes the skepticism that consumers have internalized about paid advertising.
5. Your competitors are getting all the good press. PR can change that by reminding the media of your activities, accomplishments, and capabilities.
6. You need venture capital to take your company to the next level. PR creates visibility and a perception that your company is a "major player" making bankers and investors more interested in your company.
7. From nobody to somebody --- become the "go-to-guy" in your product category. PR can establish you as the one to call for expert interviews.
8. Your reps in the field can't get in the door. PR helps establish your product as credible in the prospect's mind before the sales person calls.
9. Your marketing is all over the map. PR can target specific audiences. You can spread your message at the grassroots level or design a local, regional or national campaign.
10. The biz. The buzz. The bottom line. PR can generate traffic, leads and revenue and directly boost your bottom line.