As PRs we quite often here these words from potential clients 'I think I need a press release'.
They're often happy to admit that they're not sure why, and also to admit that they're not really sure what a press release is. A sales pitch? An article? A story?
The traditional press release does often underpin a publicity campaign, and is a way to engage with the press - editors and journalists, if you have a story to tell. It brings together the what, why, when, where, who and how and allows a publication to lift the parts most relevant to their audience, drop them in with a quote and a photograph, and Bob's your uncle, you've got a story with minimal work required.
However, quite often a press release isn't the way to raise your profile. There's no point trying to create a story out of nothing. If you try to invent an amazing feat or headline grabbing event that just isn't really all that, you wont make it past first base.
Instead, investigate some other ways of putting yourself in the spot light (for the right reasons - no ads appearing on roundabouts overnight please!).
1. Blogging
We had to start with blogging really. Writing a (regular) blog is a great way to share stories with your audience in an informal and informative way. Talk about your business and the industry you're in, in a way that will engage and give food for thought. Comment on topical news stories and offer current and potential clients advice and expertise.
If you find this is popular, why not let your local business magazine know that you're offering regular advice on a given subject. You never know what this could lead to.
2. Ask the expert.
This leads nicely onto the second point. Consider your area of expertise and what current situations your clients are facing. How could you support them? What advice could you give? Think of a handful of different angles based on your business and what it offers, as well as current news stories and contact the editor who handles business content, or consumer news and pitch your idea.
3. Awards
Your business deserves recognition for the products and services it provides. Start looking for local and national awards that you could enter. Best newcomer to the high street, best customer service, small business of the year and so on. Invest some time in writing detailed applications and remember to include all of the achievements you've made and give examples wherever you can. Even if you don't win, you may be a runner up, and if it's a big competition the visibility of taking part alone could be really worthwhile.
3. Social Media
Create a buzz about your business on Twitter. Don't blast out repeated sales messages, instead look at your USPs and talk about what makes you different, innovative, right for your customers. Search Twitter for keywords that link to your industry or search geographically. Follow editors of magazines and newspapers you're interested in, as well as other websites and blogs. You'll be surprised how many opportunities can come up this way. LinkedIn is worth trawling too, a client of ours just landed an opportunity with Radio 4 this way.
4. Product placement
If you sell a product, think about placing it in the media and sending samples to editors. If you can link it to a current news story send it to the local press - an umbrella that opens automatically when it's raining (maybe not but you get the gist!!). If it's a great new iPhone app, how about Metro or one of the national newspaper supplements. Whatever your product if you can get a sample into the right hands the exposure could be huge. Remember though, you have to be able to deliver - not just getting the samples into the post, but if you're inundated as a result, can you deliver?
What we tend to do when we're entering a new phase of PR planning is to draw a map - plan out your activities with your brand at the middle, with arms coming off for each of the targets you have. Include details of your objectives, what you want to results to be and who is going to do what. Pin it up and stick at those objectives. A lot of the time, repeated messaging to people (without becoming a stalker), is the way to get a foot in the door.
On a final note, is your business ready? It's all very well and good investing time in these activities, but behind the scenes is your business ready for a judge from a best new business panel to come and interview you? Do you have stock of the product that you've promised to send to Meridian Tonight? Are you ready for the phone and email enquiries about the column you've just had published? Be business ready and the efforts that you put in on the PR front will be rewarded.
More on being business ready in the future as we expand and start offering a package covering just that - being business ready.
Posts
