Successful PR
- Plan and deliver: think about how many pieces of media activity you would like to complete this year.
- Target: which publications and programmes are likely to be interested in you, and you in their readers? Don’t forget your local media.
- Think news: what’s changed, what are your tips for others, what customer problems or wishes have you addressed? Even if it’s not jaw-dropping, if it’s news, use it.
- If necessary, make news. Conduct a customer survey and see what emerges. Organise an event, or piggy-back someone else’s.
- Learn about press release composition. There are ‘rules’ for producing suitable press releases, but they don’t take long to learn.
- Remember media relations are two-way: give editors the information they need for their audience, and they’ll react favourably to it.
- Contribute to special features, offering views and comments. One good quote speaks volumes. In time you may be able to submit whole articles.
- Enter awards and competitions. Even if you don’t win outright you’ll attract positive attention. If you do win, don’t underestimate the power of the words ‘award-winning’!
- Mutual respect: thank the editor or writer for their interest, and ask for a copy or likely publication date. Build a cuttings file and use in other marketing efforts.
- Always consider what you say or write, but take pride in sharing your ideas. Enthusiasm is infectious!
Louise Third
Director of Integra Communications is author of PR on a Beermat
www.pronabeermat.co.uk
For more useful tips and suggestions, why not visit the Business Link website? www.businesslink.gov.uk/southeast
