So, Just what Is PR?
PR, public relations or sometimes called media relations is a way of communicating to your market via print, web or broadcast. It’s a way of raising awareness of your business, your product or service and the people behind it. Then there is non media PR. This is using opportunities like speaking at events, sponsoring a local club or team or winning an industry award.
Why is PR Important?
When you start your business one of the first things you need to do is tell your customers that you’re there. Tell them about your product or service and what it can do for them. Also tell them why you’re an expert in this industry. That’s what PR does. It’s a form of marketing and should sit alongside other marketing activities like SEO and advertising.
What Makes PR different To Advertising
People are much more likely to take notice and believe something they’ve read by a journalist in a magazine or online than if they see it in an ad. Research shows that a person is 50% more likely to buy something they read an article on than if they saw it in an ad. PR is targeted, highly targeted and gets to your market much more effectively than a scattergun advertising approach.
I’m a Small Business, Would PR Work For Me?
It doesn’t matter how small you are. If you’ve got a great product or service or if you’ve got something to say about your business or the industry in which you operate then PR will work for you.
Do I need To Target The Right Media
Yes you do. This is crucial. Read the publications, find out what they write about and who the best contact is within the publication. Its no good contacting the sports writer if you’re business sells coffee. The scattergun approach does not work with PR.
Do I need To Build Media Contacts
It’s like everything else. It’s not what you know but who you know. That’s what gives you a head start. Treat journalists like you would your valued clients. Connect with them on social media and build a connection with them. This takes a lot of time and dedication. Most PR agencies have taken years to build good relations with their media contacts.
What If My Story Gets Rejected?
Press Releases need to be well written. Avoid clichés and buzz words. Don’t claim to be the most innovative or unique. Just explain why your product or service is interesting and newsworthy. If your press release gets rejected try again with a different approach. Its all about the angle and what works for the publication you’re targeting.