Public Relations Definition:
Using the news or business press to carry positive stories about your company or your products; cultivating a good relationship with local press representatives
Just what is public relations? And how does it differ fromadvertising? Public relations is the opposite of advertising. Inadvertising, you pay to have your message placed in a newspaper, TVor radio spot. In public relations, the article that features yourcompany is not paid for. The reporter, whether broadcast or print,writes about or films your company as a result of information he orshe received and researched.
Publicity is more effective than advertising, for severalreasons. First, publicity is far more cost-effective thanadvertising. Even if it is not free, your only expenses aregenerally phone calls and mailings to the media. Second, publicityhas greater longevity than advertising. An article about yourbusiness will be remembered far longer than an ad.
Publicity also reaches a far wider audience than advertisinggenerally does. Sometimes, your story might even be picked up bythe national media, spreading the word about your business all overthe country.
Finally, and most important, publicity has greater credibilitywith the public than does advertising. Readers feel that if anobjective third party-a magazine, newspaper or radio reporter-isfeaturing your company, you must be doing something worthwhile.
As your business grows, it naturally becomes a more prominentelement in your community and your industry. That means that whatit does naturally becomes more worthy of notice. And that meansimproved opportunities for using public relations as a bigger partof your marketing mix. PR is an excellent tool because it gives youexposure you don't have to pay for directly. The term "directly" ischosen carefully here. True, you may not have to cut a check to abroadcaster or publisher when your company is mentioned in a newsreport. But good PR rarely happens without effort. Getting goodpublicity usually requires careful planning, persistent effort,and, often, spending money for press release mailings, copywritersand PR consultants.
The good news is, as the founder of a growing company, you're ina prime position to be listened to by consumers and the news media.All you have to do is let others know you exist and that you are anexpert source of information or advice about your industry. Beingregarded as an industry expert can do wonders for your business.But how can you get your expertise known?
- Start by making sure you know everything you can about yourbusiness, product and industry.
- Talk to as many groups as possible. (If public speaking strikesfear in your heart, you'd better get over it. This is one skillyou're going to need as an entrepreneur.) Volunteer to talk to keyorganizations, service clubs, business groups or anyone else whomight be interested in what you have to say. Do it free of charge,of course, and keep it fun, interesting and timely.
- Contact industry trade publications and volunteer to writearticles, columns or opinion pieces. (If you can not do that, writea letter to the editor.)
- Offer seminars or demonstrations related to your business (acaterer could explain how to cook Thai food,
- Host--or appear as a regular guest or contributor to--a localradio or TV talk show.
Do all this, and by the time you contact media people andpresent yourself as an expert, you'll have plenty ofcredentials.
Why do some companies succeed in generating publicity whileothers don't? It's been proved time and time again that no matterhow large or small your business is, the key to securing publicityis identifying your target market and developing a well-thought-outpublic relations campaign. To get your company noticed, followthese seven steps:
1. Write your positioning statement. This sums up in afew sentences what makes your business different from thecompetition.
2. List your objectives. What do you hope to achieve foryour company through the publicity plan you put into action? Listyour top five goals in order of priority. Be specific, and alwaysset deadlines. Using a clothing boutique as an example, some goalsmay be to increase your store traffic, which will translate intoincreased sales, and create a high profile for your store withinthe community.
3. Identify your target customers. Are they male orfemale? What age range? What are their lifestyles, incomes andbuying habits? Where do they live?
4. Identify your target media. List the newspapers and TVand radio programs in your area that would be appropriate outlets.Make a complete list of the media you want to target, then callthem and ask whom you should contact regarding your area ofbusiness. Identify the specific reporter or producer who coversyour area so you can contact them directly. Your local library willhave media reference books that list contact names and numbers.Make your own media directory, listing names, addresses, andtelephone and fax numbers. Separate TV, radio and print sources.Know the "beats" covered by different reporters so you can be sureyou are pitching your ideas to the appropriate person.
5. Develop story angles. Keeping in mind the media you'reapproaching, make a list of story ideas you can pitch to them.Develop story angles you would want to read about or see on TV.Plan a 45-minute brainstorming session with your spouse, a businessassociate or your employees to come up with fresh ideas.
If you own a toy store, for example, one angle could be todonate toys to the local hospital's pediatric wing. If you own aclothing store, you could alert the local media to a fashion trendin your area. What's flying out of your store so fast you can'tkeep it in stock? If it's shirts featuring the American flag, youcould talk to the media about the return of patriotism. Thenarrange for a reporter to speak with some of your customers aboutwhy they purchased that particular shirt. Suggest the newspapersend a photographer to take pictures of your customers wearing theshirts.
6. Make the pitch. Put your thoughts on paper, and sendthem to the reporter in a "pitch letter." Start with a question oran interesting fact that relates your business to the targetmedium's audience. For instance, if you were writing for a magazineaimed at older people, you could start off "Did you know that morethan half of all women over 50 have not begun saving forretirement?" Then lead into your pitch: "As a Certified FinancialPlanner, I can offer your readers 10 tips to start them on the roadto a financially comfortable retirement..." Make your letter nolonger than one page; include your telephone number so the reportercan contact you.
If appropriate, include a press release with your letter. Besure to include your positioning statement in any correspondence orpress releases you send.
7. Follow up. Following up is the key to securingcoverage. Wait four to six days after you've sent the information,then follow up your pitch letter with a telephone call. If youleave a message on voice mail and the reporter does not call youback, call again until you get him or her on the phone. Do notleave a second message within five days of the first. If thereporter requests additional information, send it immediately andfollow up to confirm receipt.
Once you reach the reporter on the telephone, remember that heor she is extremely busy and probably on deadline. Be courteous,and ask if he or she has time to talk. If not, offer to call backat a more convenient time. If the reporter can talk to you, keepyour initial pitch to 20 seconds; afterward, offer to send writteninformation to support your story ideas.
The following tips will boost your chances of success:
- If a reporter rejects your idea, ask if he or she can recommendsomeone else who might be interested.
- Know exactly what you're going to say before you telephone thereporter. Have it written down in front of you--it's easier, andyou'll feel more confident.
- Everyone likes a compliment. If you've read a story youparticularly enjoyed by the reporter you're contacting, let him orher know. This will also show that you're familiar with thereporter's work.
- Be persistent. Remember, not everyone will be interested. Ifyour story idea is turned down, try to find out why and use thatinformation to improve your next pitch. Just keep going, and don'tgive up. You will succeed eventually.
- Don't be a pest. You can easily be persistent without beingannoying. Use your instincts; if the reporter sounds rushed, offerto call back.
- Be helpful and become a resource by providing reporters withinformation. Remember, they need your story ideas. There are onlyso many they can come up with on their own.
- Always remember that assistants get promoted. Be nice toeveryone you speak with, no matter how low they are on the totempole. After you establish a connection, keep in touch; you neverknow where people will end up.
- Say thank you. When you succeed in getting publicity for yourbusiness, always write a thank-you note to the reporter who workedon it with you. You'd be surprised how much a note means.
Plan your publicity efforts just as carefully as you plan therest of your business. You'll be glad you made the effort when yousee your company featured in the news-and when you see the resultsin your bottom line.
