Use public relations in your marketing strategy
By TINA L. PUGLIESE, APR, Pugliese Public Relations
What is the true purpose of public relations and how can it really help impact the growth of your 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.
Some business owners think that public relations is too time consuming an effort. This may be true in cases where businesses have very limited resources (like staff and 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. There should be no doubt that public relations can be good for your business. Here are a few tips to get you started in the right direction:
Develop 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 an “annoying self-promoter,” 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 story 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."
Match Your Target Audience with the Right Media Outlets
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 public relations plan—targeting the right media outlets.
Even if you were to get exposure in "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 geared toward your business.
After getting your initial list of potential media targets together, rate each one on how well it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source.
Have a Spokesperson or Public Relations Firm Represent Your Company
Let’s assume that you have executed your public relations campaign and have sparked an 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.
Take Advantage of Opportunities When They Present Themselves
Public relations results do not happen overnight. You must be patient and persistent. So make sure to include your company information including a one- to three line sentence describing your company, author byline (if applicable), and a URL of your Website on your materials. It is your job to include this information in your news releases, articles, or interviews. If you are speaking on a talk show, make sure to ask them to mention your company name and/or Website on the bottom of the television screen.
Follow Up With Your Contacts
Now that you have received media coverage, don’t forget to thank the reporter or editor who wrote it. Maintaining solid relationships is essential to the success of your public relations campaign. Taking a reporter out to lunch or dropping them a kind note every now and then doesn't hurt either.
In sum, public relations is a marketing strategy that can yield tremendous results if implemented correctly. Companies need to have either an in-house or third party person dedicated to public relations, 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 public relations serious attention and the resources necessary to implement a long-term public relations strategy.
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Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual—A Guide for Entrepreneurs. She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com. Her web site is www.PugliesePR.com.
Article excerpted from e-book, How To Work With The Media, by Tina L. Pugliese, APR.
