PR: The Wildcard Marketing Strategy

by: Nandang S Nugraha | Total views: 47 | Word Count: 1009 | View PDF | Print View

 by: Dali Singh

What is the true
purpose of public relations and how can it really help impact the
growth of your small business? In order for the media to succeed, they
need information that is both useful and entertaining for their
readers. This is where you, the business owner or marketing executive,
come in.

When thinking of public relations, many things
may come to mind, like: Sweaty palms as you pick up the phone to try
and convince a reporter how great your business is; getting writers
block while trying to write a press release about your company;
countless hours of faxing your story to hundreds editors just to find
out that your piece did not make it to print.

However,
public relations does not have to be such a daunting effort. If done
right, public relations can also bring rewarding thoughts to your mind,
like: The constant ringing of phones in your office of people
interested in your products or services; gaining credibility and
becoming a leading expert in your industry; or thousands of people
learning about your company in a matter of days without costing you a
dime!

This is the type of public relations that every
business owner should strive for. First of all, let's analyze the true
meaning of public relations. The Webster dictionary defines public
relations as "Communication with various sectors of the public to
influence their attitudes and opinions in the interest of promoting a
person, product, or idea." Sounds easy enough, right? Well, if that's
the case then why do so many companies struggle with implementing
effective PR campaigns?

Most small business owners think
that public relations is too time consuming of an effort. This may be
true in cases where small businesses have very limited resources (i.e.
staff, budget), but this should not discourage you from doing it. It is
just a matter of prioritizing your goals and leveraging the resources
that you do have available to take advantage of what is an invaluable
marketing tactic. Now that we have established the importance of PR for
your business, here are a few tips to get you started in the right
direction:

1. Create several creative story pitches. The
way to get into the hearts and minds of the media is through a great
story pitch. Shamelessly promoting your business or its products is not
going to do you much good. Not only that, but editors may classify you
as that annoying self-promoter that won't stop pitching their product
line, and then refer you to the advertising department. When developing
story pitches you should ask yourself the following questions:

What
makes this story different from the hundreds of other stories being
submitted? Will this benefit readers financially, professionally,
emotionally, or even spiritually in any way? Is this really
entertaining or fun to read? If the answer to any of these questions is
"No", then it is time to adjust your story until the answer is "Yes".

2.
Match your target audience with the right media channels. If your
company's main customer base is women in their 30s, then you probably
don't want to focus on media channels that target a demographic of men
in their 50s. Really understanding your target audience will help you
in the next step of your PR plan - targeting the right media channels.

Even
if you were to get exposure in these "A List" publications, it doesn't
necessarily mean that you will get the same results than if you had a
write-up in a more targeted publication that focuses specifically on
Human Resource issues.

After getting your initial list of
potential media targets together, rate each one on how good it fits
with your target markets, and go after the ones that fit best first,
regardless of the circulation or popularity of the source.

3.
Have a spokesperson or PR firm represent your company. So let's assume
that you have executed your calling campaign and have sparked interest
with an editor or reporter looking to secure an interview with someone
at your firm. They contact your office but no one is available to take
their call. One thing that journalists and editors lack is patience,
and rightfully so - they have deadlines to fulfill! The last thing you
want is to be unavailable when an editor or reporter wants more
information about your company or products.

4. Take
advantage of your opportunities when they present themselves. PR
results do not happen overnight. You must be patient and persistent.
However, when activity comes up, you must ensure that the company is
rewarded for the hard work put in! So do not forget to include your
company information including a 1-3 line sentence describing your
company, author byline (if applicable), and a URL of your web site.
Media professionals will sometimes forget to include this information
so it is your job to include it in your press release, articles, or
interview. If you have a welcoming relationship with your media
contact, see if you can check the article before it goes to print. If
you are doing a talk show, make sure they mention your company name
and/or web site on the bottom of the television screen.

5.
Follow up with your contacts. Now that you have received press, do not
forget to thank the reporter or editor who wrote it. Maintaining solid
relationships is essential to the success of your PR campaign. Taking a
reporter out to lunch or dropping them a kind note every now and then
doesn't hurt either.

In sum, PR is a wildcard marketing
strategy that can yield tremendous results if implemented correctly.
Companies need to have either an in-house or third party person
dedicated to PR, at least on a part-time basis. This person needs to be
the champion of the company, products or services, in a tireless
fashion. Don't forget that your number one goal is to get in front of
your target audience. In your next marketing plan review or initial
development of one, make sure to give PR serious attention and the
resources necessary to implement a long-term PR strategy.

About the Author

Dali Singh is the Managing Director for Blueliner Marketing, a full-service marketing and communications firm based in New York City. Visit her website at www.bluelinermarketing.com or contact her dali@bluelinermarketing.com.

Rating: Not yet rated

Comments

Add Comment

Copy and Paste Article Code.

Remember: The article body, title, author bio and links may not be changed or removed. By publishing this article, you agree to all the terms in our Terms of Service.

More articles in this Category

1: ClickBank Guide - How to Make Money With ClickBank Affiliate Programs
2: How to choose an SEO Consultant
3: Outsourcing your SEO Work
4: How Does Niche Marketing Benefit You?
5: Generating Traffic with a Newsletter