PR doesn’t happen by magic and despite what you may have heard, it isn’t free advertising. It’s a long-term programme that’s about building relationships, telling a story and receiving personal recommendations from the media, rather than paying for column inches with cold, hard cash.
PR might not have been on your radar in the past, but if I told you it could make a real difference to your business, maybe you’d consider it.
As well as building your profile and boosting sales, PR done well can lead to exciting partnerships, new opportunities and help position you as an expert in your field.
To help you kick-start your PR in 2020, I have five small steps you can start to take today, and they could be your smartest business move yet.
Know Your Target Audience
Knowing your target audience is at the heart of any business as well as being vital to your PR strategy because these are the people who will buy your products and use your services.
Once you know who you are talking to, it’s time to research what media they use. Whether it’s newspapers, trade magazines, consumer titles, blogs or social media platforms, find out what they like and make sure you know it inside out, and back to front.
You might want to see your products on the pages of Elle, but if you sell dog treats, that might not be your best positioning. And if it’s HR managers you want to reach, think about the business press, rather than fashion titles.
Know What’s New
Of course, to get covered in the press, you either need to have a hot, proactive story or you need to react to what is happening in the world around you.
Writing a book, opening a new shop, launching a children’s clothing range or recording a charity single are all ‘potential’ stories, but think about whether they will be of interest to a journalist before taking the idea further.
Budget day, minimum wage levels, climate change, and the latest superfoods are often in the news, so if you can offer comment, go for it!
Awareness days and seasonal events are another way of getting your voice heard and your brand being seen. So do your research and build a calendar that you can tap into when other things are quiet.
Write A Press Release That Works
A well written, targeted press release is often the first step towards getting interest in a news story, building a relationship and getting into the media.
Go for an attention-grabbing headline. Tell the whole story in the first paragraph (tough but possible), include stats, add a quote, keep it to a page, leave out the fluff and ensure when you send it to a contact, it is relevant!
Journalists and bloggers tend to prefer to be contacted by email. Calling them to ask if they have had your press release, isn’t always appreciated. Yes, if they are a great contact and it is an outstanding story, nudge them, but in the main, if what you have to say is of interest, they will be in touch.
Oh, and make sure you have decent images available to send out as this can make or break a story being covered.
Get involved with Twitter
Twitter can be a fantastic PR tool. The #journorequest hashtag is a free, easy way to find potential media opportunities.
With many media outlets, journalists and bloggers active on the platform, it’s easy to find them, follow them and communicate with them – just don’t stalk them.
Be Patient
There is no doubt that PR works, but it takes time and patience is a virtue. So do the groundwork, keep an eye on the news and don’t give up.
Good luck and do look out for me on Twitter.
Bio
Natalie Trice is an author and PR Director at Natalie Trice Consultancy in the UK. Her second book, PR School Your Time to Shine is out now.
