5 PR TIPS for Entrepreneurs
Have you overlooked Public Relations (PR) as a viable marketing strategy for your business because you simply don’t know what it is? Maybe you have thought about advertising but quickly dismissed the idea once you found out that most agencies charge several thousand’s with no guarantee on media impressions?
So what is PR? PR is a strategic communication process that builds mutually beneficial relationships between organizations and the public. PR was birthed from Journalism, Advertising and Marketing - communication mediums that every business owner should know and understand. It’s a cheaper and less invasive way to promote your business.
When you read an article on beauty tips for younger looking skin that mentions the new Olay anti-aging face cream, that’s PR! When you watch a YouTube tutorial on shaving with no bumps using a Gillette stick, that’s PR! When you turn on the radio and hear a rep from FedEx assuring customers that their packages have not be tampered with, that’s also PR!
PR is subtle; as you read articles or watch videos that subliminally mention your favorite household brand, you have been engaged by that brand through the writer. That’s the power of good Public Relations! Advertising can’t guarantee how many people saw your ad but PR guarantees that your message will be passed to the end consumer who is ultimately your target audience.
PR is vital to your business because it can quickly establish you as an expert in your mfield. We live in a celebrity-obsessed culture and most people naturally hold in high regard people and businesses that appear positively in the press. Getting your business in the media gives it instant credibility and massive exposure that you cannot get from other marketing efforts.
Here are 5 “Do-It-Yourself” PR tips to gain exposure for your brand:
1. Most newspapers have a business section that routinely report on events and activities in the community. Be sure to contact the editor-in-charge and send them a press release about your event or business. Remember to make your press release newsworthy and interesting to the public. Do not use your press release as a sales pitch.
2. Tie into breaking news stories. Does your business fit into any trending news story? Can you do something different to attract media attention? Think of creative ways to tie your business into breaking news stories.
3. Brand synergy. Collaborate with brands that are just like yours. Sometimes you find two or more businesses come together. A prime example is attending a charity marathon that’s sponsored by Nike and Apple – two consumer brands. Every runner has a pair of sneakers and to track the miles covered/block out surrounding noise they listen to music on their iPod/iPhone. Teaming up with an event that has lots of visibility will give you tremendous exposure for your business.
4. Acknowledge members of the media and reach out to them. Send a card, an email or write a recommendation on LinkedIn. Offer to help any media person that calls you by helping them find guests. Everyone loves to be appreciated for who they are and people always remember people who reach and touch their lives.
5. Write a feature article that fits into the section of your local newspapers and magazines. For example, if you are an accountant you can provide ways to avoid a tax audit for the business section. Make it specific for the section you are pitching.
Remember, any publicity you get can be leveraged long after your interview, article or clip has aired. Make sure to get copies of any video clips and articles so that you can display them on your website.
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