Six steps to develop a strong PR program
Advertising is saying you’re good. PR is getting someone else to say you’re good.
—Jean-Louis Gassée, business executive
A public relations (PR) campaign is more than getting a two and a half minute interview on the local news, not that you would or should turn down a local media interview! A PR campaign should be a sustained program designed to keep your product, service or message in the positive public eye.
When developing a marketing or advertising plan, including a long-term public relations campaign is imperative to the overall success of any and all promotions.
Here are a few things to keep in mind while developing a PR program:
- What’s the catch? Unless it’s a cure for cancer or a portal to the middle of the Earth, there is hardly anything truly “new.” That doesn’t mean that your product or service isn’t newsworthy … it just means you need to package it differently. Start by making a list of what makes your product different, unique or improved and go from there. Highlight how it will benefit people and anything else about it that is of interest. This task will help you formulate the basis of your press release.
- Know your audience.Don’t waste your time or the media’s (producer, editor, reporter, blogger) time with an ill-placed PR pitch. You wouldn’t send a press release to a sports writer if you’re talking about a new restaurant. Research the writer/reporter you are sending the pitch to by reading their previous articles, blogs and tweets. Let them know you read—and liked—their stuff. Reporters appreciate compliments too!
- Give it your all. When you do send information to a reporter or producer, make sure it’s the whole kit and caboodle. That means sending an error-free, one page press release that includes the who, what, where, when and why; a useable, attributable quote; a high-res photo (300 dpi) that represents the product or business and full contact information. Basically, the press release should be constructed so it could run on its own.
- Be social. PR has gone beyond the printed page and TV screen—it has decisively moved into the digital realm. There is a hyper-focused website, blog, Twitter feed and online publication for every topic, trade and trend imaginable. Your job as a PR master is to find your followers. Check out a couple trade publications, blogs and Twitter feeds that deal with your particular specialty and use those outlets to share your experience, expertise or product.
- Keep a list, check it twice. Keep a list of who you sent a press release to and the results. In today’s media, reporters, editors and producers tend to move around and change “beats” often. Staying up to date on who is covering what, or what their specialty is, can go a long way in a successful PR campaign.
- Send it out. A long-term, positive PR campaign takes a lot of work and often the critical eye of someone not completely immersed or invested in the product or business. A PR professional can discern media opportunities you might not recognize and will work effortlessly in tandem with a marketing and advertising program.
Did you know:
- Eighty (80) percent of business owners and 70 percent of consumers prefer getting to know a company via articles rather than ads
- Journalists receive, on average, 50-100 press releases per week.
- Forty-four (44) percent of journalists prefer to receive press releases in the morning.
All Seasons Communications can help you and your business attain your PR objectives, along with any traditional, digital and social media campaigns. We’re #smallbutmighty! Contact Gretchen Monette at firstname.lastname@example.org or at 586-752-6381 to discuss your PR, advertising, or marketing needs.