PUBLIC RELATIONS
Public relations, or PR, is a great way to gain national exposure at minimal costs, because you're letting the media do the promoting for you. The benefits of PR include:
It's an effective way to reach a broad audience.
It creates the feel of being "endorsed" by a print or broadcast medium.
PRESS RELEASE VERSUS MEDIA ALERT
A press release is sent to all print and electronic publications and news personnel and provides a more detailed description about a product or service as well as information about the company.
A media alert is used to publicize events to radio and TV. It is an invitation to the media to attend a presentation or ceremony and it includes only basic information.
FOUR WAYS TO GAIN PUBLICITY
Write a column in your local newspaper educating consumers about your area of expertise.
Conduct a seminar on a topic related to your business.
Sponsor an industry or community event.
Create a community contest or industry awards program.
CREATE A MEDIA LIST
Create a media list of trade and local and national publications relevant to your business.
Keep the list updated.
Segment your list by type of publication or type of editor.
Send press releases only to interested media.
FOUR KEYS TO PR SUCCESS
Know what reporters consider newsworthy.
Follow the release format, and include storytelling in your release.
Use proper grammar and proof your communications for typos
Understand reporter routines, competitive concerns and content constraints.
PRESS RELEASE VERSUS MEDIA ALERT
If your company is new or unfamiliar to a reporter, he/she may ask you to provide more information about your company through a press kit. Build a press kit with a pocket folder and printouts with the following information:
Press release
About your company
About your company leaders
Photo of president or sponsored event
Product information sheet and a sample of products
Testimonials touting the product or service you are promoting
Include current awards or recognitions your company has recently received
Include a catalog and pertinent brochures of products (if you don't have a catalog)
Include information of how your product is unique or heads and shoulders above similar products
MEASURING RESULTS
Make your copy sizzle. You may have more space to write but flat copy is dull.
Provide clear, fast benefits, right now.
Present tense outsells future tense.
The Internet offers immediate results for customers who want immediate satisfaction. Provide information to them today, and get to the point quickly.
Don't make customers search for the purpose of your existence. Spell it out.
