smallbusiness.co.uk: Helping your business think big

Marketing around a product launch can be useful but companies should not discount marketing as a tool at any time, according to industry experts.

The Public Relations Consultant Association (PRCA) says that 'strategic and planned' marketing can be effective at any point in a firm's growth.

While a company launch is a good time to generate awareness and interest, a long-term marketing and communications strategy 'should tie in with your general business opportunities', says spokesperson for the PRCA Richard Ellis.

Businesses should identify the target audience and what message they want to send to these potential clients.

Ellis says: 'Think whether what you are doing is SMART - Specific, Measurable, Achievable, Relevant and Time Bound. Resources are limited so use them wisely.'

The Chartered Institute of Marketing cites the Dictionary of Marketing's definition of successful PR as keeping 'good relations' between a firm or group and the general public. The public should know what the company is up to and approve of it.