Public Relations Tips

By Tina L. Pugliese, APR, Pugliese Public Relations

tina puglieseYou have started your own business and you are ready to tell the world. It is now time to add public relations to the list of your entrepreneurial skills. Understanding the function of public relations and what it encompasses is an essential component of success.

Tell a compelling story. Major media outlets receive hundreds, even thousands, of news releases daily. The fact that your business is opening at a particular location, for example, is not especially interesting. Go beyond the basics and tell a story that engages the media and your audience. Explain how your new company will benefit the community or your prospects. Decide what you want your audience to remember about your company, and then create a story that communicates why your prospects should care.

Choose the right media. No matter what story angle you pursue or whom you are trying to reach, there is a media outlet that can help you achieve your goal. Your media list does not have to be long—choose only the media that reach your best prospects and feature editorial or advertising for the type of product or service you market. For help building your list, visit the searchable media database at Gebbie Press and do not overlook online media, which can be extremely influential.

Tailor your pitch. As you build your media list, familiarize yourself with each of the media and the work of the specific journalists you are targeting, and then tailor your release or pitch letter accordingly. Once you know the type of information or story ideas a media outlet or journalist is looking for, you can get their attention by using the right statistics or newly released information as your hook. A home health care company, for example, might lead off with a headline relating the number of Americans who go to nursing homes each year that could use home health care instead.

Use media relations tactics. Effective PR takes dedicated attention over time to build relationships with the media. However you send your initial release, consider it just a knock at the door. For an effective media relations campaign, follow up by phone or e-mail, depending on the preference of the media you are targeting, within a couple of days to make your pitch.

Make it easy to cover you. Have a complete media kit (print or electronic) ready to send to the media that express an interest in your story. This can include anything relevant, from product spec sheets to background on your company. Do not overload the kit—and never include sales materials. Editors and journalists are extremely short on time, so create ready-to-use materials such as tip sheets—10 Ways to Save Money for Retirement or 7 Steps for Better Health. Also, small newspapers often have holes to fill at press time and are happy to receive high-quality photos. 

 

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, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.

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MAY 4, 2009 click to go home
 
     
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