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PR- Affordable, Effective Marketing Tool
June, 2007 |
Greetings!
Every day, your customers and potential customers are inundated with advertising messages. So, unless you have the advertising budget of Coca Cola, you need to find another way to reach your target audience.
Public Relations is a good way to do that. But how do you get your name in print? Like any other marketing endeavor, start with a plan. |
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Determine Your Target |
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Make a list of all the publications in your area: newspapers, daily and weekly, regional business journals, and free about-town fliers. Don't forget the Chamber of Commerce and other business association newsletters. |
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Develop Contacts |
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Read publications looking for articles appealing to your target audience. Make a note of the primary editor or reporter for the sections where you would like your story to appear. Contact these people directly. |
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Brainstorm Topics and Write the Release |
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Now it's time to write the release. Be sure your information is newsworthy and not simply advertisigng copie in a press release format. Potential topics include: new employees, new products or services, new facilities, a launch of a new web site, an anniversary celebration or signing of a new, high profile client..
A short, one-page press release has the best chance of getting published. Include some background information, a quote form you or another high-ranking person in the organization and the contact information. Keep it simple. If the media wants more information, they will call you!
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| Deliver the Release |
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Be sure you send your press release to the right person, and send it with their preferred delivery method. While a few editors request faxed press releases, there is a growing trend towards receiving them by e-mail. If you use e-mail, paste the text in the body of the document, not as an attachment. If photos are part of the release then regular mail is still the best way to present your information.
Even if your release is not picked up, it can be an effective marketing tool. Post it on your web site in the media room area, use it as a direct mail piece or handout for sales calls. And if the articles is picked up, use these same techniques to distribute the actual copies.
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