Your publicity program

By TINA L. PUGLIESE, APR, Pugliese Public Relations

One of the most common and effective public relations disciplines is publicity. That is, getting your name in print. Every enterprise — whether a one-person start up or publicly traded corporation — should implement a basic publicity program.

The following are step-by-step guidelines for establishing a cost-effective publicity program:

Build a media database

Dozens of publications may be suitable targets for your publicity campaign. Your first step is to identify those publications that reach prospective customers and other key audiences. These could include the business section of your local newspaper, the chamber of commerce newsletter or industry trade publications, such as your city’s business journal. Ask around to find out what your target audience reads. Pay attention to publications in the reception areas of your clients and prospects.

Once you have identified the most suitable media, become familiar with the editors and reporters who cover topics relevant to your business. When you read an article that relates to your business, note the name of the journalist who wrote it. Check the publication’s masthead, which provides the names (and usually the telephone numbers and e-mail addresses) of editors and reporters.

In addition, many publications have a Web page where you can find information about their readership, editorial policies, deadlines, key contacts, and the best ways to reach them. Armed with this information, you can create a targeted media database that will become the foundation of your publicity program. Consider your media database a living document—it needs to be updated regularly. Its value is determined by the freshness and relevance of the information it contains. If possible, add notes or comments after speaking with a reporter or seeing a particularly relevant article so you can build a record on key journalists.

You should identify “tier one” journalists—those high-priority editors and reporters who know you and your business, who follow your market, and who may want to keep in touch with what you are doing—even if it isn’t breaking news at the moment. Public relations relies heavily on establishing and maintaining relationships—knowing an editor you can e-mail or call, who, in turn, will call on you when an expert opinion is needed for an article. The relationship is reciprocal, and the media, if handled in an open and professional manner, can be your friend.

Gaining interview requests requires having a positive relationship with the editor or reporter—another reason for responding to an editor’s call promptly. Sources who quickly respond with useful, credible information or quotes generally obtain the highest profile in the media.

Issue news releases about your positive accomplishments

These brief written announcements of company news are a simple and effective way of delivering your messages to the media, and through the media to other audiences. Have a plan to announce all company news—new products or services, success in winning a big client or contract, award wins, community involvement, executive appointments or promotions, and company expansions.

One of the major benefits of regularly distributing news releases is that it enables you to get your company name in front of an editor on a consistent basis. While every news release may not garner editorial coverage, they can help establish your presence with an editor. For example, an editor looking for a particular information source may call you for an interview or background information simply because they recall seeing your company’s news releases. However, don’t overdo it. If you overload an editor with announcements that are not newsworthy, she may eventually discard all of your materials unopened.

Maximize your successful publicity efforts by obtaining reprints from the publication to include in your media kits and marketing materials

Publications usually require permission for reprints and often charge reprint fees. Some publications also insist on printing the reprints themselves, and charge by quantity and color. Be sure that the publication’s logo is on the top of the reprint to add credibility, and that your company’s name, address, phone, Website address and fax information is at the bottom.

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.