PR can be a daunting prospect for small businesses, but it is possible to manage your own campaigns. Kate Warwick, director of savvy PR agency, explains how.
With a reputation for the dark arts, PR can be a daunting prospect for small businesses. But if you carve some time and understand the processes involved, it should be possible to manage your own campaigns. Kate Warwick PR efficient communications agency director, explained how by ‘four Ms’.
Hard work, but first make sure you have the right message. What would you say and what you want to say it? Do not try to be all things to all people. There’s an old saying that if you throw a ball four ad someone, they drop them all, but if you throw one, they see him.
Try and clear-free jargon. Remember to think about the benefits you offer your clients. Working in coming with only two or three short messages. If you think I missed, ask the teacher or business outside of your industry to see. Do they understand what you do and how it can benefit them? If you can, find a friendly clients who can prove, or briefly explain what you have achieved for their business. It really can help illuminate your offer.
Media # 1
While you are thinking about starting your message to media scrutiny. We see it online, or even in print, in the area where you want your company to appear. Look for other companies with the same size as yours. For example, if you have a technology business with offers to retailers, Retail Stores Sunday and check to see what types of news and features published, or if they have the relevant supplements come. If you want to target consumers with new products, if you have not Live Without a yard that can provide pictures for? See also: Are you a typical small business?
Do not overwhelm yourself in contact. The initial list of 10-15 publications will be fine. During this process works is a journalist writing about the subject. Identifying the right people to talk half the battle.
If you are a men’s clothing company, not just list all the fashion journalists, but make a note of that writing about menswear. Editor of the national paper will not be interested to hear of a small business, but correspondents relevant parts as possible. With the publication of the trade, perhaps only editors and journalists to contribute, so the editor because it may be the first point of contact.
The default format your press release announcing the news, so make sure you have some. After examining the media, you know what reporters are interested, but be aware that they are bombarded with press releases. Make your succinct communication. If your message is good, you should be able to get the news the first two or three rows. Then you can elaborate more paragraphs and try to incorporate real quote from someone in the business. If you are quoting a third party (your friendly clients) make sure to get their approval in advance. Finally, including contact details, company information and link any picture at the end.
Media # 2
Build relationships with the media can be a time consuming process. Your list of contacts is important, but not necessarily widespread. Your media will be useful here. Journalists and editors respond more positive if you read something they have written and worked on the news which you think you can go to their publication. Give them a call and mention the column or article that tells you to them. Ask if you can send them a message and emails promptly. Then press and hold. This cut-off line of journalists’, but they come back to you if an uprooted.
Do not ever call to ask if they received it. Of course, they have. Email works. However, you can call and ask if it’s of interest, whether they like photography, or if it is not useful, why not. Even if you’ve done your homework, part of the PR that is more like the process of selling. Will you call, leave a message, email, call again, try someone else. Beware journalists feedback as this will help you get it right the next time. And if a journalist asks for something, do it. Do not wait a week. If that’s not possible, tell them and explain why. Courtesy and research go a long way in building a good relationship with the media.
Media # 3
Social media has become part of the PR toolkit. It can be overwhelming for a small business, but it is a useful promotional tool. In short, your statement adapted to a blog on your website, LinkedIn can be used to highlight events, new products or simply contact your colleagues. Video clips and pictures can bring the story to life and journalists seem to love Twitter, so it’s a great way to see what is happening in your sector. If each of the people you follow are tweeting about their breakfast, try to stop them and try to follow someone more interesting or relevant. Get the whole team involved, start slow and use them to gain a better understanding of why the ignition on.
You can not go a two-page spread in the initial release, to build momentum by planning a series of announcements. Speaking of opportunities, exhibitions, seminars, launching a product used to keep your company top of mind with your key reporters. Often not necessary, but it must be regular. In the most direct, public relations about telling the story of your business through established media and through social media. Takes time and effort, but small businesses will take it on themselves. At least the effort is put in a good position if you decide to appoint an agent.