Some Basic Steps in Mounting Your PR Campaign

By Tina L. Pugliese, APR, Pugliese Public Relations

Figure out who you are, what you do and how to express it in the most succinct and interesting way possible.

There may be situations such as at networking functions where you have only 30 seconds to introduce yourself and make that all-important first impression. Spend as much time as necessary practicing your intro until it truly flows in a positive, strong and confident manner.

If you look and feel confident about what you have to offer, it will be reflected in your handshake, eye contact and tone of voice. Equally important is the quality and image of any materials you hand out or send out, and that begins with your business card. Remember that success breeds success, and great first impressions will speak volumes about you and your business.

Determine your tell-me-more factor, the story about you, your product, service or your company that makes people say, "Tell me more."

It is important to understand why you are news from the media's perspective and how your products help people, or how your service gives value and benefit. Once you know your tell-me-more factor, you can begin to create materials that will tailor your story to the specific media whose attention you wish to gain.

Define your audience and create a media list.

Your list will, of course, be determined by the nature of your product or service, whether you are a local, national or international company and on which markets you are focusing your growth. If you are a local business trying to build a business in your community, then you will focus on local media.

On the other hand, if you are pursuing national growth, you will want to check out major newspapers such as the Wall Street Journal, entrepreneurial publications such as Fortune or Inc, or gender specific magazines such as Good Housekeeping or Men's Health. Another good source might be the trade or sales magazines for your profession or specialty.

It is important to familiarize yourself with all the media you contact and to make preliminary phone calls to get the appropriate name for directing your release or media kit. Do an update at least every three months.

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.