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Kick Off the Year With
Great PR
Three low-cost or
no-cost do-it-yourself PR Tactics
By Kim T. Gordon
Most marketing programs come with a healthy price tag. That
is, with one exception.
The field of public relations encompasses several tactics that can be mastered
by do-it-yourselfers, and you can use it to reach and persuade customers at
virtually no cost.
Try any of the following three tactics to spread the good word about your
business.
1. Meet the Press through Media Relations
When you think of PR, media relations is the tactic that most
often comes to mind. Its goal is to gain coverage in print, broadcast, and
online media through interviews and articles. Just like its name implies, media
relations involves building relationships with members of the press. Your first
step is to identify the media your target audience looks to for information on
what you market. You'll find a searchable database of media outlets by clicking
on "Media Links" at www.gebbieinc.com. Develop a press list with the names of
specific editors or journalists, and familiarize yourself with each publication,
web site, or broadcast program you plan to pitch. This will ensure that your
message is on target.
Next, write and send a press release or pitch letter, either
by postal mail, e-mail, or fax, depending on the preference of each media
outlet. Then follow up your release with phone calls to the targeted journalists
to pitch your story. Don't be surprised if you're asked to send your materials
again, since the media is deluged with press releases. You may not get
placements on your first calls, but as you develop relationships with members of
the press, you'll establish yourself as a resource and eventually win coverage.
2. Get Local Attention with Community Affairs
For some types of businesses, building a positive company
image and high visibility within the local community are primary PR goals. You
can enhance your company's position through a community affairs campaign that
supports key issues, philanthropic endeavors, and community events. For example,
companies targeting the Latino market often take visible roles in local Latino
community life, from street fairs and festivals, to charitable giving. This
establishes them as caring community members, increases their visibility and
name recognition, and yields positive PR.
The key to success in community affairs is to put your
efforts into activities that will gain recognition from your primary target
audience and garner local press coverage. When a Washington, D.C. landscaping
company took it upon itself to refurbish a rundown intercity playground, it
built tremendous word of mouth, earned coverage in local media, and an entirely
new level of name recognition in its principal market area. Get the idea?
3. Become a Recognized Expert with a Radio Press Tour
Would becoming known as an expert in your field propel you
and your business forward? Setting up your own radio press tour is easier than
you think, and it's a great way to spread your name and message while also
building sales. Plus, once you become a known "expert" you'll get ongoing
requests for interviews and comments from print and online media as well. The
fact is, even a little coverage generally breeds more.
Talk radio programming nationwide covers a broad range of
topics, from gardening to child safety or business finance. What types of shows
do your best prospects listen to, and what can you share that will interest
them? Talk show producers are looking for guests that can present unique,
compelling ideas and present them in a way that won't put their listeners to
sleep. Choose a story angle or topic that lets you shine, then write a media
alert. This is similar to a press release but concludes with your availability
for interviews and how to book you.
Fax or e-mail the alert to targeted producers (see No. 1 for
the database of radio stations) along with a separate page with information they
can use as a basis for your interview, such as "Ten Tips for Back to School
Safety," or "Six Ways to Save Money at Tax Time." Then follow up by telephone to
pitch your story. Be persistent. You may need to send several alerts and tips
sheets for a period of time before securing an interview. But once you give a
great interview, you can bet the producers will want you back for more.
Get In-depth
Coaching on this Topic>>
Kim
T. Gordon's columns and articles are read by more than
3 million small-business owners each month. She is a small-business expert
and the author of four books, including Maximum Marketing,
Minimum Dollars: The Top 50 Ways to Grow Your Small Business.
Copyrighted material. May not be reproduced in
whole or part without expressed permission from the author. |