Do-It-Yourself Public Relations

By: Stacy Taylor
Submitted: 2007-01-17 15:37:26
Print this article | Tell a friend | For publisher | Social Bookmarking
Rating:
 

Public relations (“PR”) can generate media and public awareness for any type of business and its products and services. Ask several people to describe PR and you’ll probably receive varying definitions. That’s because: 1. Many people don’t understand the difference between advertising and PR; and, 2. PR is tailored for each specific business. Following is an outline of “PR basics” you can use for your business.

What is PR? The difference between advertising and PR is that advertising is a guaranteed paid placement arranged through a media outlet’s ad sales representative, while PR involves a story that is “pitched” to a reporter working for the outlet’s editorial department. With an ad, you buy the space (in print or on air), you control the content (by producing the ad), and it runs exactly as you wish…with PR, there’s no guarantee how, when, or where your story will run.

Why do PR? If done correctly, PR is capable of reaching a large audience on a small budget. PR and advertising work well together -- along with branding -- as part of your overall marketing mix. What’s best about PR is that it communicates in a way that advertising can’t…PR is like a third party endorsement of your business, products, and services by a credible, independent source (the media).

Tailor your PR! For maximum results, PR should be tailored to fit your business’ unique brand and identity/image, your products/services, pricing and distribution, promotions and events, the industry you’re in, and where your business is located. A written business plan -- or better, a customized marketing plan for your business -- can help define this “positioning” to serve as your tailored PR plan’s foundation.

Target your PR! Key to PR success is defining your target market (consumers you want to reach) and target media (outlets that reach your target market). Compiling a media list can be time-intensive and costly, but there are ways to streamline this effort. First, ask your customers which news publications, Web sites, and broadcast news shows they peruse. Also, limit your research to local media, and/or media that cover the products/services you offer, and/or trade media that cover your industry and trends. Become familiar with media outlets and reporters, and the types of stories they run -- especially related to your business -- and when/how/where these stories are reported.

Be Newsworthy. Create press materials (e.g., press releases, etc.) that are timely, factual and informative, interesting to your audience AND relevant to the media outlet (and reporter) you’re targeting…this characterizes your “newsworthiness” which is core to all PR campaigns. Write your press materials from an objective third-party viewpoint…this can be challenging for many entrepreneurs, so search online for free press kit templates and press release examples.

Spread The Word. Distribute your press materials to your media list and follow up. This too can be time-intensive, and it involves some rejection but don’t take it personally if media aren’t interested. Keep in mind that reporters work on deadlines and they need sufficient lead-time to cover a story.

Track Results. Note media responses you receive during your follow-up…this will help you further tailor your PR. Also, be sure to archive media coverage of your business…these “clips” go into your press kits and can be displayed in your business, posted to your Web site, used in marketing mailers/emails, and as bragging rights among family and friends!

Stacy Taylor is principal of Taylor Public Relations (http://www.TaylorPublicRelations.com/), a Huntington Beach consultancy specializing in media relations, writing, and events. Stacy has more than 15 years of PR experience, working with consumer product and service businesses, nonprofits, restaurants, retailers, and more.

Article source: Expert Articles

Most Recent Articles in Public Relations category

  • Holiday Greeting Cards for Businesses - By: Mary White
    Many business owners and managers send Christmas cards to their customers, prospects, suppliers, and employees every year. When choosing a company Christmas card, it's important to select an appropriate holiday greeting card that sends the right message about your organization. The card should be professional in appearance, and should reflect the image the company strives to project throughout the year.
  • Scottsdale Arizona Web Design, Marketing, SEO, Search Optimization available at DataFlurry - By: Joel Mclaughlin
    DataFlurry now has a division of services catered to Scottsdale Marketing customers, Scottsdale Web Design customers and Scottsdale SEO Search Engine Optimization customers. The employees of DataFlurry have always had a love for Scottsdale and the classic elegance that comes with the city.
  • The Public Relations Grand Slam - By: Anthony Mora
    PR is a cumulative process, use what you can from each media placement and keep moving forward.
  • I Can't Use National Media Coverage - By: Anthony Mora
    Don't limit your PR horizons. Remember, nothing impresses the media more than media. National media establishes you as an expert. Now you're national news and you're in a position to garner local news.
  • I'm Not Interesting Enough to be in the Media - By: Anthony Mora
    Think of your business as a separate entity that deserves respect and caring. Remember, you are the only you around. No one does what you do quite like you do it. Whether you know it, or even want to believe it, you're an original, you're unique. So start viewing yourself that way.
  • Taking time to think about what you'd like to say about your business and the shot to accompany your - By: Deryck Harlick
    A picture is worth a thousand words; make sure you are projecting the right image in your PR Photography.
  • Say It Right With Greeting Cards - By: Colleen Davis
    When you care enough to send the very best…Sounds familiar? It's the most remembered and recognized line that has been used for ages. Ever since I could remember, Hallmark has this phrase as their standard tagline.
  • Avoid These Mistakes When Doing Your Business Cards - By: Lynne Saarte
    Your business card triggers the first impression your target clients get about your business and so it's very obvious that nothing is more important than creating a splash when handing out your business cards.
  • Techniques of Persuasive Communication: Old Wisdom in a New Package - By: Philip Yaffe
    Fully considering the reader’s point of view when writing is a fundamental principle of persuasive communication. Its purpose is to bring readers into your text and hold their attention while you present your arguments. However, too often we confuse our ideas and interests for those of our audience, producing the opposite effect. A new formulation of the principle, Yaffe’s Law, provides clear, functional safeguards against going off-track en route to this laudable objective.
  • Stop Writing Press Releases. Start Writing News Releases. - By: Philip Yaffe
    Journalists hate “press releases” and love “news releases”. Although most people use these terms interchangeably, there is a significant difference. Understanding this difference can dramatically increase the publication rate of your press information. This article describes the two fundamental aspects of a news release to ensure your media success.