Five Steps to Build Publicity For Your Company
But today, companies are investing in public relations campaigns for a reason: PR can propel your business into the spotlight. In fact, today's most successful companies use PR to get the word out, reach potential customers and impact the bottom line.
How do they do it? To get on the fast track, try these five tips to building a powerful PR program:
#1: Create Newsworthy Press Releases
One of the first steps to establishing credibility with the media is to write and distribute high-impact press releases. What is newsworthy? The definition varies for each media outlet, and the answer is, whatever holds wide appeal for their audience. Press releases that get the most attention usually tie into existing trends, current news and even holidays.
#2: Offer Your Own Compelling Story Ideas
Creating your own story ideas for local publications is one of the best ways to generate media exposure. To offer a story idea, create a brief "pitch" that includes information about the potential story, interview sources and ideas for visuals. Be sure to keep the pitch concise and creative, and research the media outlet and reporter you're contacting to ensure your idea is appropriate for their audience and beat.
#3: Get to Know the Media
Don't be afraid to start building relationships with key reporters who cover your industry. Reporters are always busy, so be conscious of deadlines when you call. Sometimes the best idea is calling to introduce yourself as a potential industry source and forgetting the sales pitch altogether.
#4: Diversify Your Approach
Knowing that you'll reach a specific number of readers with a controlled advertising message can be tempting, but remember - consumers pay less attention to advertising than the editorial content of a newspaper or magazine. A smart marketing strategy includes a good mix of several communications strategies.
#5: Get Help If You Need It
While good PR requires time, resources and expertise, there are ways to find cost-effective help: PR consultants who can use their skills to your advantage. Using strategies such as press releases, story pitches and other communication tools, a PR firm can help generate the attention your business needs. And after enjoying the media spotlight comes the fun part - managing the influx of new business!
Related Tags: marketing, public relations, communication, pr, media
J.D. McCartney is CEO of Xstatic Public Relations. For more information, call 303-995-5747, write jd@xstaticpr.com or visit http://www.xstaticpr.com
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