Public Relations 301: Become a Partner, Not a Player
Every business owner should
include getting public relations and publicity as a part of his or her overall marketing
strategy. However, building media relationships can mean the difference
between success and failure. There is a lot more to garnering free publicity for your
business than just writing – and sending – press releases.
You want to build a long-term relationship with the media, and become known
as a resource, an expert in your industry. That doesn't happen overnight,
and it doesn't happen by accident. It takes time, careful planning and a
strategy. The good news is that you don't have to spend tens of thousands of
dollars, or hire an outside agency to do it for you.
Before
you can start creating a buzz and building a successful publicity campaign,
you need to know three things:
1. Why do you want publicity in the first place? Are you trying to build
credibility? Let people know about your product or services? Create or
strengthen your business's brand?
2. What is your message? When putting together your publicity campaign, you
need to know what you're going to say and how to say it so that you achieve
your ultimate goals.
3. What type of coverage are you looking for? (There are three types:
Newspaper/visual, radio/audio, and Television/visual/audio). Of these three
types, which is going to be the best way to get your message out?
Once you know where you want to end up, the next step is to create a roadmap
that will get you there utilizing your media relationships.
There's a famous saying that illustrates perfectly what you ultimately want
to achieve: "If the circus is coming to town and you paint a sign saying
'Circus Coming to the Fairground Saturday,' that's advertising. If you put
the sign on the back of an elephant and walk him into town, that's
promotion. If the elephant walks through the mayor's flowerbed, that's
publicity. If you can get the mayor to laugh about it, that's public
relations. And if you planned the elephant's walk, that's marketing."
Here are the "insider secrets" that will help you to become a partner, and
build a solid media relationships so that you can "plan the
elephant's walk" for your business.
1. Do your research before writing your first press release.
Think about your story. Who is it going to affect, interest or impact? Is it
strictly of local interest, or can you “hook” it to a larger event or
happening? Is it a one-time happening, such as your grand opening, or a
special event, or milestone? Is it part of an ongoing effort?
2. Create your own "hot list."
Now, figure out which media sources are going to be most interested in your
story. Start locally. Think of your local newspapers, television and radio
stations. Include your local public radio station, college stations and any
others that provide news stories in your list. (Special Note: If your story
isn’t one that is going to be over in fifteen minutes, don’t forget
organizations that publish newsletters! Think about your local Chamber of
Commerce or organizations whose members or clients could also become your
customers!)
Then think even further outside your "circles of influence." If you live in
an urban area, there may be national affiliates like APR, etc that have
stringers or offices nearby. Include those in your list.
Now look at online sources. Be thoughtful here. Don’t just send a press
release to everyone. Sure, it may get published online, but it may also get
dumped into a “news bin” on a thread where it is never seen or read.
In addition to the hundreds of news sources, think about your affiliations.
Are you a member of a national society, or organization? If it is relevant
to your story, mention that you’re a member, and then send a copy of the
press release to them as well!
3. Make it personal.
Now that you know which media sources you’re going to send your press
release to, get on the phone. Find out the name of the specific person you
need to send the press release to. (These is a step a lot of people skip
over, but take my advice and don’t, because it’s one of the most important!)
Remember the word "relations" in "public relations." Building any worthwhile
media relationship takes time and effort. You have to give something to get
something.
If possible, talk to the reporter or editor personally. Introduce yourself,
and let her/him know that you’re going to be sending him/her a press
release. (If you're inexperienced at this, you can actually use that as an
introduction and let him know that you want to get started off on the right
foot). You want to find out the following information:
- The correct spelling of her/his name.
- How they prefer to receive the press release -- faxed or in the mail.
- How far in advance do they prefer that you send the press release?
Always make sure to ask what their deadline is. If faxing your press release
is okay, get the fax number, and find out if the cover sheet should be
addressed to the reporter or someone else.
DO NOT CHAT. This is not a social call. You are calling to get information,
not a date. (Tricks of the trade: Get your Rolodex or PDA out while your
talking to the reporter. Note all of the pertinent information so that
you’ve got it for the next time. On the back of the card, or in the memo
section, write down the date you spoke with them, and the reason for the
press release.)
4. Once you’ve found your contact person, stick to them!
Unless otherwise instructed, never send the same press release to more than
one person in any organization or publication. If there is any confusion or
duplicate coverage, it will be blamed on you, and you will lose your
credibility.
5. Follow-up.
Within a day or two of sending your press release, call and make sure that
they received it. If not, be calm, and pleasant, and just say that you’ll
send another one. Re-check your contact information, and make sure you’ve
got the right address, fax number, etc. And then send it right away.
6. Never just send a press release the day of your event.
It makes you look unprofessional, and you probably won’t get covered. The
only exception to this is if you’re holding a press conference to make a big
announcement that will impact many people.
Always plan ahead and give the media as much time as possible to decide how
they are going to cover it.
7. Know Their Deadlines.
I can’t stress this often enough. EVERY TIME you talk to a reporter, ask
what their deadline is.
When you’re submitting an article or a press release to a magazine, call
first and ask about submission deadlines. And then make sure that you send
it in with time to spare.
Mark the deadline on your media info sheet, or your Rolodex, but check back
with them periodically, because changes do happen.
8. Keep your promises.
If a reporter calls you, and you don't know the answer to a question, or he
needs something you don't have but you promise to get it -- do it. Always
follow through and do what you say you're going to by their deadline.
9. Be professional.
Offer to act as a liaison if the reporter needs to speak to other people in
your organization or industry, and volunteer to provide additional research
or background information. Put together an online pressroom on your Website,
as well as offline media kits that you can send along with your press
releases, or when needed.
10. Remember what your mother taught you.
Be polite. Say please and thank you. If you read an article that a reporter
has written and you liked it, send a handwritten a note and let them know.
Be willing to provide information, resources or background material even if
it doesn't directly benefit you. Building a solid relationship is about more
than selling more widgets, and will pay off in the long run.
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