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As the number of feasible marketing programs expands ―
along with the Internet's popularity ― the lines
between different strategies blur. One raging debate, for example, stems from
how a press release can now serve double duty as a search engine optimization
tool. Should the definition of public relations be expanded, or include only
traditional approaches? If we define PR in terms of goals and purposes, the
important thing to consider is the approach. In other words, focus on the
functions of public relations. In the end you are trying to effectively
communicate to your target customers, so choose implementation methods
accordingly. Here, Dali Singh helps you answer just what is public relations
with respect to your own actions.
PR: The Wildcard Marketing Strategy by Dali Singh
What is the true purpose of public relations and how can it really help
impact the growth of your small business? In order for the media to succeed,
they need information that is both useful and entertaining for their readers.
This is where you, the business owner or marketing executive, come in. When
thinking of public relations, many things may come to mind, like: Sweaty palms
as you pick up the phone to try and convince a reporter how great your business
is; getting writers block while trying to write a press release about your
company; countless hours of faxing your story to hundreds of editors just to
find out that your piece did not make it to print.
However, communicating your company's message to the media does not have to
be such a daunting effort. If done right, public relations can also bring
rewarding thoughts to your mind, like: The constant ringing of phones in your
office of people interested in your products or services; gaining credibility
and becoming a leading expert in your industry; or thousands of people learning
about your company in a matter of days without costing you a dime!
This is the type of public relations that every business owner should strive
for. First of all, let's analyze the true meaning of public relations. The
dictionary defines public relations as "Communication with various sectors of
the public to influence their attitudes and opinions in the interest of
promoting a person, product, or idea." Sounds easy enough, right? Well, if
that's the case then why do so many companies struggle with implementing
effective PR campaigns?
Most small business owners think that public relations is too time consuming
of an effort. This may be true in cases where small businesses have very limited
resources (i.e. staff, budget), but this should not discourage you from doing
it. It is just a matter of prioritizing your goals and leveraging the resources
that you do have available to take advantage of what is an invaluable marketing
tactic. Now that we have established the importance of PR for your business,
here are a few tips to get you started in the right direction:
1. Create several creative story pitches. The way to get into the
hearts and minds of the media is through a great story pitch. Shamelessly
promoting your business or its products is not going to do you much good. Not
only that, but editors may classify you as that annoying self-promoter that
won't stop pitching their product line, and then refer you to the advertising
department. When developing story pitches you should ask yourself the following
questions:
What makes this story different from the hundreds of other stories being
submitted? Will this benefit readers financially, professionally, emotionally,
or even spiritually in any way? Is this really entertaining or fun to read? If
the answer to any of these questions is "No", then it is time to adjust your
story until the answer is "Yes".
2. Match your target audience with the right media channels. If your
company's main customer base is women in their 30s, then you probably don't want
to focus on media channels that target a demographic of men in their 50s. Really
understanding your target audience will help you in the next step of your PR
plan - targeting the right media channels.
Even if you were to get exposure in these "A List" publications, it doesn't
necessarily mean that you will get the same results than if you had a write-up
in a more targeted publication that focuses specifically on Human Resource
issues.
After getting your initial list of potential media targets together, rate
each one on how good it fits with your target markets, and go after the ones
that fit best first, regardless of the circulation or popularity of the source.
3. Have a spokesperson or PR firm represent your company. So let's
assume that you have executed your calling campaign and have sparked interest
with an editor or reporter looking to secure an interview with someone at your
firm. They contact your office but no one is available to take their call. One
thing that journalists and editors lack is patience, and rightfully so - they
have deadlines to fulfill! The last thing you want is to be unavailable when an
editor or reporter wants more information about your company or products.
4. Take advantage of your opportunities when they present themselves.
PR results do not happen overnight. You must be patient and persistent. However,
when activity comes up, you must ensure that the company is rewarded for the
hard work put in! So do not forget to include your company information including
a 1-3 line sentence describing your company, author byline (if applicable), and
a URL of your web site. Media professionals will sometimes forget to include
this information so it is your job to include it in your press release,
articles, or interview. If you have a welcoming relationship with your media
contact, see if you can check the article before it goes to print. If you are
doing a talk show, make sure they mention your company name and/or web site on
the bottom of the television screen.
5. Follow up with your contacts. Now that you have received press, do
not forget to thank the reporter or editor who wrote it. Maintaining solid
relationships is essential to the success of your PR campaign. Taking a reporter
out to lunch or dropping them a kind note every now and then doesn't hurt
either.
In sum, PR is a wildcard marketing strategy that can yield tremendous results
if implemented correctly. Companies need to have either an in-house or third
party person dedicated to PR, at least on a part-time basis. This person needs
to be the champion of the company, products or services, in a tireless fashion.
Don't forget that your number one goal is to get in front of your target
audience. In your next marketing plan review or initial development of one, make
sure to give PR serious attention and the resources necessary to implement a
long-term PR strategy.
Dali Singh is the Managing Director for Blueliner Marketing, a New York based
full-service marketing and public relations firm.
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