Knowhow: Media Exposure
No publicity is bad publicity. But what if your business can’t get any publicity? Here are some tips on how to develop your own public relations strategy to help grow your business:
Have a plan. A PR plan should be strategic and focused. It should map out the press materials that must be developed, media targets and a timeline. Within that plan, be sure to identify your target audience(s), what your key message points are and what your objectives are — both short- and long-term. Following the plan, while allowing for potential fluctuations within it, will help guide you in meeting your objectives.
Identify your unique angle. Be sure to communicate the basic “Ws” — who, what, when and where in your lead. These are imperative no matter what the story angle is.
Use art. You’ve heard that a picture is worth a thousand words? Submit post-event publicity photos to extend the coverage of an event. That event could be a groundbreaking, a grand opening/ribbon cutting, a fundraiser, a golf outing or an educational seminar.
Try your hand at writing. Contribute a bylined article to gain exposure and credibility. Be sure that the focus is educational — not self-serving. The article should address areas of your expertise, like trends, tips or issues within your industry.
Speak clearly, in front of an audience. Speaking engagements are an important part of a marketing communications strategy. They help to establish the speaker as an expert in his/her field and enable the speaker to get in front of his/her target audience. Be sure to identify organizations that are both relevant to your business and whose membership/attendees will benefit from your expertise.
Establish and maintain an online presence. Websites provide 24-hour accessibility. Be sure that your website is developed well and optimized for searches so that potential clients can find you. Websites should be informative, dynamic and accurate. Develop social media profiles (Facebook, LinkedIn, Twitter) for your networks, clients and potential clients. However, be certain that there’s value for your groups, visitors, fans and followers. Always keep the content fresh so visitors have a reason to come back.
Educate your staff. They are the ambassadors of your brand, so they should know the important role they play in promoting your company’s image. Internal PR is just as important as the PR being conducted externally. When employees discuss their work with their friends, take messages and answer the office phones, uniformity in the language they use can be very beneficial to your brand.
Be diligent in doing your homework. Before you begin the pitching process, be sure you’re pitching to the appropriate member of the editorial team. Also be sure to understand a publication’s profile: who reads it, where it’s circulated and what the deadlines are. Never call a reporter on deadline.
Prepare a targeted media list and editorial calendar. After you’ve identified the appropriate media outlets — including print (daily, weekly and community newspapers; monthlies; trades; general interest magazines), online and broadcast (radio, TV, cable) — research those outlets’ editorial calendars. When you know what subjects will be covered, you can develop your pitch around an appropriate editorial topic.
Keep it short and sweet. The pitch, that is. For a bylined article, the pitch should include a brief overview of your expertise and why the publication’s readership would benefit from your words of wisdom. For a general pitch, pique the reporter’s interest in a few sentences.
Lauren B. Schiffman is vice president of Co-Communications, a full-service marketing and public relations firm with an office in Westborough. She can be reached at lauren@cocommunications.com.
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