Boost your brand awareness

By Tina L. Pugliese, APR, Pugliese Public Relations

Here are some tips to help jumpstart your public relations efforts, or improve existing programs:

Focus on Your Newsworthy Attributes. The news hook is an important information trigger that actually interests news editors and reporters, not something contrived or self-serving that you think should interest the media. You will have far greater success garnering news coverage if your announcement is based on a proven news hook, rather than being full of puffery and information only of interest to you.

Keep Your PR Tools Up-to-Date. The basic tools for being reporter friendly include well-written news releases, media kit — both online and hardcopy, fact sheets and Q&A documents, backgrounders and history documents, bios of key employees, high resolution photography, and technical documents such as white papers and case studies. The more information you are able to provide an interested reporter, the more likely your encounter will result in thorough, accurate and engaging coverage.

Utilize Newswire Services. Newswires, effectively selected, can turn up the volume on your media announcement. Specialized dissemination services — such as PR Newswire and Business Wire — can give your news release added exposure to both the media and potential customers searching the Internet for your products or services as the release remains posted online.

Become Skilled at E-mail Campaigns. E-mail is, on the whole, the most preferred form of communication for reaching the news media. Where do you get the e-mail addresses? Check the contact section of the media outlet’s Website or subscribe to a media contact data source such as Cision (formerly Bacon's) MediaSource or BurrellesLuce Media Contacts.

Make Use of Leads Services. The leads service is a special public relations tool that allows reporters on deadline to reach out to companies and individuals for information and interviews. Examples of these services, available by subscription, are PR Newswire’s ProfNet and PRSourceCode.

Share Your Expertise With Articles. Write articles for the print media about your area of expertise. Opportunities can range from a 250-word squib to a 2,000-word feature. A short paragraph at the end of the article usually recaps the author’s credentials, explains her company or organization title and affiliation, and provides the reader with Website contact information.

Win Awards to Attract Attention. Receipt of an industry or community award is a legitimate news angle that can help attract the attention of editors and reporters and ultimately gain valuable media exposure. The focus of the award gives the recipient a reason to expand on the particular topic by providing additional information and related photography. Frequently, the prestige of receiving one or several industry awards offers the awareness lift necessary to secure a profile or full feature about your company or organization. 

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.