Public relations or PR is about generating your company excellent media coverage; whether that is the trade press, the local or daily papers, the internet, radio or even TV.
Coverage is free (although beware smaller trade publications who promise coverage in return for you placing an advert), and can generate excellent business so it is well worth spending time on.
The media is a hungry beast. Journalists are crying out for stories - in fact they're under pressure to get them - so why is it that 99% of press releases end up in the bin?
The answer is that unless you are a big name vying for a story in the trade press, nobody else cares that you've just done a £100k deal with Smith & Co. Even large deals done by listed companies rarely make the financial press, strange as it might seem to you.
Journalists need something that makes their audience really sit up. So the first thing to do is to think about their readership or audience. What's their mindset? Then think about the fact that this journalist has got to pick out your article probably by headline alone. So it is very important to get this right.
Coverage is free (although beware smaller trade publications who promise coverage in return for you placing an advert), and can generate excellent business so it is well worth spending time on.
The media is a hungry beast. Journalists are crying out for stories - in fact they're under pressure to get them - so why is it that 99% of press releases end up in the bin?
The answer is that unless you are a big name vying for a story in the trade press, nobody else cares that you've just done a £100k deal with Smith & Co. Even large deals done by listed companies rarely make the financial press, strange as it might seem to you.
Journalists need something that makes their audience really sit up. So the first thing to do is to think about their readership or audience. What's their mindset? Then think about the fact that this journalist has got to pick out your article probably by headline alone. So it is very important to get this right.
Jones and Son Recycling Ltd Has Record Year
...is going in the bin.
The Sweet Stink of Success!
or
Ours Smells of Roses Now!
...are going to stand a chance.
...is going in the bin.
The Sweet Stink of Success!
or
Ours Smells of Roses Now!
...are going to stand a chance.
Doing surveys is another good idea. Do one that is useful, amusing but is in some way related to your products. This often generates coverage and can elevate you to the position of 'market expert' which is exactly what you want.
Once a journalist has had a couple of good articles from you it is likely they will remember you. It is worth saying to them that if they ever need a correspondent on certain issues you would be happy to oblige. Just remember what you are an expert in too. Our recycling entrepreneur above is at least an expert in:
* local business
* family business
* growing business
* recycling
* the environment
...and could well be expert in...
* haulage
* landfill issues
* international trade
Remember though that if you are going to say you will help a journalist, you must do so if they do call on you. They don't like being messed about as much as you don't. Biting the hand that feeds is not a good idea!
If you are still struggling for an idea give away a free lunch, have an open evening, let people come to your centre free for a day, do something really genuinely bonkers. Not 10% off. Free - give it away! Although there is a cost associated with this because it is free the paper/publication will be more likely to print your phone number or website address. Be aware though that this is a dangerous game. You still might not get coverage and if you do you might get inundated so think about a limit to the offer!
Once a journalist has had a couple of good articles from you it is likely they will remember you. It is worth saying to them that if they ever need a correspondent on certain issues you would be happy to oblige. Just remember what you are an expert in too. Our recycling entrepreneur above is at least an expert in:
* local business
* family business
* growing business
* recycling
* the environment
...and could well be expert in...
* haulage
* landfill issues
* international trade
Remember though that if you are going to say you will help a journalist, you must do so if they do call on you. They don't like being messed about as much as you don't. Biting the hand that feeds is not a good idea!
If you are still struggling for an idea give away a free lunch, have an open evening, let people come to your centre free for a day, do something really genuinely bonkers. Not 10% off. Free - give it away! Although there is a cost associated with this because it is free the paper/publication will be more likely to print your phone number or website address. Be aware though that this is a dangerous game. You still might not get coverage and if you do you might get inundated so think about a limit to the offer!
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The Internet
Pay Per Click
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Who Are You?
What Do You Do?
Invest In Yourself
Wealth & Success
Your Friends & Family
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NLP
Hints and Tips
Simplicity
The Key to Success
Potholes
Business Success Group
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