When we consider PR we quite often jump straight in at the news stage – lets create some news and get some press coverage.
This is a good objective to have, and whether you’re doing your own PR or have / want to work with a PR agency to manage this for you, generating news, entering awards, supporting charities and events, running offers and promotions, are all targets to consider in order to gain publicity.
But, and this is a big but, have you covered the basics?
When you start shouting to the media about your business – your revolutionary product or amazing time saving service, are you well prepared, and well presented?
What you want to avoid more than anything is getting great press coverage, and then driving new customers to your website, email address or phone number, for them to be disappointed by the first impression you give.
So what factors can really turn people off, and what can you do? Here goes, this is part 1 of our guide to the simple things.
Telephone messages – what does your telephone answer phone message say about you? Do you even have an answer phone or does it just ring, and ring, and ring when there’s no one available. Make sure your message is clear and concise. The business name should be easy to hear and understand. Make sure you explain how and when you will get back to people – be realistic – don’t say you’ll reply within an hour if it’s more likely to be 24! Manage people’s expectations.
Email addresses – do you have a website? If so make sure to register the email addresses using the same name, for example we are http://www.warrilowpr.co.uk/ and I am catherine@warrilowpr.co.uk. For general queries we also have info@warrilowpr.co.uk. This should be one of the first things you do to improve the perception of your business – proper email addresses look far more professional than Gmail or Hotmail addresses.
Email signatures – make sure you have a signature at the bottom of your emails. This not only looks professional but it’s a great way to promote your business – include a link to your website, blog and Twitter pages. Make sure it’s not too long though, people don’t want to scroll on and on to find your phone number.
Branding – do you have a logo? Maybe a strap line as well? Make sure that your branding appears consistently across all of your marketing materials including your website, email, business cards, stationery and brochures. If you’ve updated your look and you’re still using up that last reem of headed paper or last box of business cards, it’s time to recycle them – be consistent. If you don’t have a logo, really consider investing in a designer – this is something to employ expert help for and will really help you to stand out.
Website – if you have a website, keep it up to date and make it easy to use. Pencil in a monthly check, or even every two weeks if you can to make sure contact details, special offers and news are current and up to date. If you don’t have a website, it’s time to look into having one. Most types of businesses really need a web presence, even if it just serves to offer contact details.
Developing your website – if you have a website and want to take things on a step, look at increasing the content to further engage with your target audience. Add testimonials from happy customers, include case studies if your service or product needs some explaining – what about video or audio content? If you like to write, why not offer tips or articles within your area of expertise? Also think about adding links to groups or associations that you belong to, or complimentary services that customers may find of interest.
This is a good objective to have, and whether you’re doing your own PR or have / want to work with a PR agency to manage this for you, generating news, entering awards, supporting charities and events, running offers and promotions, are all targets to consider in order to gain publicity.
But, and this is a big but, have you covered the basics?
When you start shouting to the media about your business – your revolutionary product or amazing time saving service, are you well prepared, and well presented?
What you want to avoid more than anything is getting great press coverage, and then driving new customers to your website, email address or phone number, for them to be disappointed by the first impression you give.
So what factors can really turn people off, and what can you do? Here goes, this is part 1 of our guide to the simple things.
Telephone messages – what does your telephone answer phone message say about you? Do you even have an answer phone or does it just ring, and ring, and ring when there’s no one available. Make sure your message is clear and concise. The business name should be easy to hear and understand. Make sure you explain how and when you will get back to people – be realistic – don’t say you’ll reply within an hour if it’s more likely to be 24! Manage people’s expectations.
Email addresses – do you have a website? If so make sure to register the email addresses using the same name, for example we are http://www.warrilowpr.co.uk/ and I am catherine@warrilowpr.co.uk. For general queries we also have info@warrilowpr.co.uk. This should be one of the first things you do to improve the perception of your business – proper email addresses look far more professional than Gmail or Hotmail addresses.
Email signatures – make sure you have a signature at the bottom of your emails. This not only looks professional but it’s a great way to promote your business – include a link to your website, blog and Twitter pages. Make sure it’s not too long though, people don’t want to scroll on and on to find your phone number.
Branding – do you have a logo? Maybe a strap line as well? Make sure that your branding appears consistently across all of your marketing materials including your website, email, business cards, stationery and brochures. If you’ve updated your look and you’re still using up that last reem of headed paper or last box of business cards, it’s time to recycle them – be consistent. If you don’t have a logo, really consider investing in a designer – this is something to employ expert help for and will really help you to stand out.
Website – if you have a website, keep it up to date and make it easy to use. Pencil in a monthly check, or even every two weeks if you can to make sure contact details, special offers and news are current and up to date. If you don’t have a website, it’s time to look into having one. Most types of businesses really need a web presence, even if it just serves to offer contact details.
Developing your website – if you have a website and want to take things on a step, look at increasing the content to further engage with your target audience. Add testimonials from happy customers, include case studies if your service or product needs some explaining – what about video or audio content? If you like to write, why not offer tips or articles within your area of expertise? Also think about adding links to groups or associations that you belong to, or complimentary services that customers may find of interest.
In part 2 we'll cover your USPs, business cards, your premises, social media, time and help!
For more advice on back to basics and PR, do get in touch – if we’re not instantly available, do leave a message, send us an email or visit the website and we will get back to you within 24 hours (apart from the first week of September…apparently Blackberry’s don’t work on Spanish beaches….)
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