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Just what is public relations ? And how does it differ from advertising ? Public relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched.
Publicity is more effective than advertising, for several reasons. First, publicity is far more cost-effective than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the media. Second, publicity has greater longevity than advertising. An article about your business will be remembered far longer than an ad. Publicity also reaches a far wider audience than advertising generally does. Sometimes, your story might even be picked up by the national media, spreading the word about your business all over the country.
Related: Defining Your Business Goals
Finally, and most important, publicity has greater credibility with the public than does advertising. Readers feel that if an objective third party -- a magazine, newspaper or radio reporter -- is featuring your company, you must be doing something worthwhile.
Why do some companies succeed in generating publicity while others don't? It's been proved time and time again that no matter how large or small your business is, the key to securing publicity is identifying your target market and developing a well-thought-out public relations campaign. To get your company noticed, follow these seven steps.
1.Write your positioning
statement.
This sums up in a few sentences what makes your business
different from the competition.
2.List your
objectives.
What do you hope to achieve for your company through the
publicity plan you put into action? List your top five goals in
order of priority. Be specific, and always set deadlines. Using a
clothing boutique as an example, some goals may be to:
- increase your store traffic, which will translate into increased sales
- create a high profile for your store within the community
3. Identify your
target customers.
Are they male or female? What age range? What are their
lifestyles, incomes and buying habits? Where do they live?
Related: Defining Your Market in 7 Steps
4.Identify your target
media.
List the newspapers and TV and radio programs in your area that
would be appropriate outlets. Make a complete list of the media
you want to target, then call them and ask whom you should
contact regarding your area of business. Identify the specific
reporter or producer who covers your area so you can contact them
directly. Your local library will have media reference books that
list contact names and numbers. Make your own media directory,
listing names, addresses, and telephone numbers. Separate TV,
radio and print sources. Know the "beats" covered by different
reporters so you can be sure you are pitching your ideas to the
appropriate person.
5.Develop story
angles.
Keeping in mind the media you're approaching, 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 business associate or your employees
to come up with fresh ideas.
If you own a toy store, for example, one angle could be to donate toys to the local hospital's pediatric wing. If you own a clothing store, you could alert the local media to a fashion trend in your area. What's flying out of your store so fast you can't keep it in stock? If it's shirts featuring the American flag, you could talk to the media about the return of patriotism. Then arrange for a reporter to speak with some of your customers about why they purchased that particular shirt. Suggest the newspaper send a photographer to take pictures of your customers wearing the shirts.
6.Make the
pitch.
Put your thoughts on paper, and send them to the reporter in a
"pitch letter." Start with a question or an interesting fact that
relates your business to the target medium's audience. For
instance, if you were writing for a magazine aimed at older
people, you could start off "Did you know that more than half of
all women over 50 have not begun saving for retirement?"
Then lead into your pitch: "As a Certified Financial Planner, I can offer your readers 10 tips to start them on the road to a financially comfortable retirement . . ." Make your letter no longer than one page; include your telephone number so the reporter can contact you. If appropriate, include a press release with your letter. Be sure to include your positioning statement in any correspondence or press releases you send.
7.Follow
up.
Following up is the key to securing coverage. Wait four to six
days after you've sent the information, then follow up your pitch
letter with a telephone call. If you leave a message on voice
mail and the reporter does not call you back, call again until
you get him or her on the phone. Do not leave a second message
within five days of the first. If the reporter requests
additional information, send it immediately and follow up to
confirm receipt.
Related: How to Design Your Business Logo
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