How To Use PR To Build Your Business
Everyone knows the value of free publicity. And given the opportunity, most businesses would jump at the chance to have a news article written about them, or to be covered by TV and radio stations.
But the chances of those stories coming to you on their own are very slim. That's why smart businesses go out of their way to create news, and bring free publicity to them. And it takes a lot more than just your run-of-the-mill press release.
In fact, blanketing every available news organization with generic releases will do you more harm than good. Do it too often, and your releases will start hitting the round file before they are even read.
Just like every other aspect of your marketing, publicity campaigns need to be targeted to be effective. Because even if you do manage to score a write up in your local paper, it won't help you much if your target customer isn't a subscriber. Find out what papers and magazines your prospect does read, what newscasts he listens to or watches, and target those.
Once you have your targets chosen, make sure you have something that will be of interest to them. Remember, you're not writing an ad for your business. You're trying to convince a reporter that you have a story she will want to cover. To do that, you need to know the outlet you're sending your release to, and what kinds of stories they consider news.
It's a rare media outlet that will care about your new product, or sale, or internal promotion ? unless you give them a good reason to. You need some kind of emotional hook that will make your story interesting to the readers/listeners/viewers.
Can you tie your product or sale to a news event? Or better yet, can you create an event of your own? Staging an unusual event or charity benefit can get you lots of positive coverage.
Don't just stop at news releases. Write articles on some new development in your industry and submit them to the publications your prospects read. Distribute ezine articles far and wide over the internet. This establishes you as an expert and gives you exposure.
When you do have an article published or a story done on you, milk it for all it is worth. Make copies and use them in your marketing. Frame them and put them up in your store if you have one. At the very least, tell people you were featured in such-and-such publication.
Publicity can be a great marketing tool. But bottom line is, you have to make it happen. And use it to your advantage when it does!
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Hispanic Media Training: How It Can Benefit You
How can media training help you create a successful Hispanic market campaign? There are plenty of examples of Hispanic market campaigns with a broad range of results. Many of you have heard of the infamous airline that invited travelers to fly 'naked'. In the same way, the slogan for pork as "the other white meat" which was successful in the general market was meaningless to U.S. Hispanics.
PR Where it Matters Most
What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?
Public Relations: Understanding Educated Gambling
As an entry level position to PR, I found myself typing up a forecast by a major Public Relation's firm for a major pharmaceutical company of what life would be like in the year 2000. Market research predictions included telephones with monitors that could help you see people while you talked, fax machines that could transmit information over telephone wires, microwave ovens for reducing food defrosting time from hours to minutes and other devices that have certainly come to pass. In the lifestyle area, predictions proved less valid. Not only would Americans be enjoying longer lives, it foretold, but they would have shorter work weeks, more vacations and overall, a more leisurely lifestyle. An iota of truth, but mostly wishful thinking when we read 2005 front pages.
Dont Put Up With Junk PR
In public relations, "junk" is more about attitude and lack of understanding than a measure of quality.
The Press Pack Is Chasing You - Give Them Room
There's good news for public relations execs, marketingprofessionals and even one-man-band entrepreneurs: journalistsare surfing your sites looking for news.
Whats Important About PR?
Quite a bit, actually. Public relations helps business, non-profit and association managers achieve their managerial objectives with results like these. New proposals for strategic alliances and joint ventures; rebounds in showroom visits; customers making repeat purchases; stronger relationships with educational, labor, financial and healthcare interests; enhanced activist group relations; new membership applications; capital givers and specifying sources looking their way, as well as improved relations with government agencies and legislative bodies; both new thoughtleader and special event contacts; and expanded feedback channels.
Be Patient? Nah, Lets Kill Something
There's the old joke about the two buzzards sitting in atree overlooking a highway. One responds to the other, "Bepatient? I'm hungry. Let's kill something." Just like thatbuzzard, it is not in the nature of most marketers to bepatient for business to grow. They want to go out and "killsomething," too.
All Youve Got To Lose Is Everything
Everything, that is, if you ignore those folks whose behaviors have the greatest effect on your business.
Marketing-Minded Financial Planners: Put Extra Content in an E-Zine
As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste-become a media person yourself by publishing an e-zine.
Business Gifts for Your Clients and Employees
Tis' the season for business and corporate gift-giving! Ifyou believe in the law of reciprocity, and if your businessis the least bit successful you must; you know that givingback is not only the right thing to do, but it's very smartbusiness as well. Let's look at some of the benefits andmechanics of Christmas and holiday gift-giving.
What is GuerrillaPR Anyway?
Public relations is the art, as one of my colleagues put it, of "offering people reasons to persuade themselves." In other words, we are not Madison Avenue; we don't tell people what we want them to think. Rather, we give them evidence, facts, and opinions that help them reach a conclusion. If we're good at what we do, they will reach the conclusion we've been hired to promote.
The Only Way to Get Free Advertising?
Receiving free advertising is the dream of most business people. If you've ever found yourself frosting at the mouth over how your competitor got interviewed on the news or how they are always highlighted in the local paper, then read on. Maybe next time you can beat them to the punch and reach thousands at no cost.
When Tactics Are Not Enough
Your public relations people are busy. The buzz is all about hits on a radio show or mentions in a newspaper column. Or, which to do first, the trade show exhibit or the video clip. All useful tactics, but hardly the detailed planning needed to REALLY do something about the behaviors of those outside audiences that impact you the most.
Public Relations: Toast?
Could be, when unit managers in businesses, non-profits and associations don't get the really important external audience behaviors they need to achieve their department, division or subsidiary objectives.
Three Publicity Tips for Marketing-Minded Financial Planners
Financial planners, the first thing to know about reporters is this: they are busy.
Why You Should Write a Book (Even if You Really Dont Want To)
Recently, I told a friend (who's a business owner) that she needed to write a book. Although she's a good writer with terrific ideas, she said, "Do I really have to do it?"
6 Essentials for Doing Your Own PR: Guest Author
Today's issue of Lean Marketing Champions features tips on doing your own PR from one of our authors and PR goddess, Paula Gardner.
The Three-Mile Radius
In last year's animated film Shrek II, a giant gingerbread man steps on a building and sends all the customers scurrying across the street. The name of the establishment they leave and the one they run into is "Farbucks" ? poking fun at the fact that an unending stream of patrons appears willing to pay four bucks for a cup of coffee.
Starting A Publicity Program
Successful buisnesses know that media attention reaches consumers better than advertising can. A feature story on a start-up's new product or service, for example, can send the business into a new stage of growth. Publicity can help bring your business greater visiblity and success. Publicity lets the public know you exist and creates crediblity and good will. That makes customers and prospects more receptive to your products and services.
Ramp Up Your Newsletter to Build a Strong Business
To survive in business, you've got to focus your attention on the areas that will guarantee you success. Your clients are your greatest asset. Taking the time to educate them and connect with them will pay big dividends over the long haul. There are lots of ways to spend your marketing dollars. But I've found that the number one most effective marketing tool around is a newsletter. This is the perfect time of year to fine tune - or develop - yours.
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