| Some business owners really do believe that their | | | | Effective PR people are already well versed in the |
| competitors are luckier than they are when it comes | | | | rules of the press game, and stay abreast of new |
| to getting their press releases or story placements into | | | | technologies and practices in publishing. Be a |
| the right, targeted publications. If there is one sure and | | | | professional in your primary area, of course, but |
| certain thing in the changing, evolving practice of public | | | | extend that professionalism to the way you interact |
| relations, it is that "luck" is never a component (at least | | | | with media pros. You will gain tremendous credibility, |
| not a stated one) of any successful PR effort. | | | | which always helps when it comes to pitching a new |
| If your competitors are successful at story placements | | | | PR story. |
| and getting their press releases picked up by print and | | | | Five specific PR "Actions" |
| web periodicals, it is simply because they have learned | | | | Effective PR has many elements that must work |
| how to work with reporters and editors. They have | | | | together. When you need some new ideas for |
| also, at least tacitly, agreed to respect the rules of the | | | | improving public relations within your industry, you can |
| game as determined by the media. | | | | try the following specific actions, always tailoring them |
| Print publications and websites with local, regional, | | | | to the tone and personality of your business. Your first |
| national and international reach receive thousands of | | | | efforts, of course, should target the specific |
| faxed and emailed press releases every single day. | | | | publications read by your industry's movers and |
| No publication has enough editors to read every drop | | | | shakers. |
| of this flood of information, and much of it is | | | | Just remember that, in addition to industry-specific |
| self-serving, barely masked advertising, not | | | | journals and newsletters and websites, there are |
| newsworthy or so poorly written as to defy belief. | | | | general business publications and websites that reach |
| Here are 10 tips for improving public relations within | | | | your colleagues and competitors, too. Make sure to |
| your industry, divided into five general "Rules" of a | | | | "spin" and "spec" the following Actions to the people in |
| successful PR strategy and five specific "Actions" you | | | | your industry first, then to a more generalized audience |
| should consider taking. | | | | as you deem necessary. |
| Five general "Rules" of PR | | | | Action 1: Create and promote a special event |
| Rule 1: Don't "sell" your product or service | | | | It may be a company tour, or something related to a |
| Pitch a unique story instead, to your industry's particular | | | | local school play - it can be just about anything. Just |
| journals or websites. All media pros know a sales job | | | | ensure that any charitable efforts result in your |
| when they hear one, and many resent the treatment. | | | | offering the proceeds to the appropriate charities. An |
| Come up with an idea (or three) about how your | | | | event that is tailored to something in your own industry, |
| company or product dovetails with a current topic of | | | | of course, is ideal. |
| local or national interest. | | | | Action 2: Use a current news event to frame your |
| Rule 2: Get help if you need it (and most do) | | | | release |
| Some 90% of all press releases suffer from poor | | | | If your financial planning firm specializes in tax |
| grammar, spelling mistakes and a total lack of proper | | | | preparation, use the news about possible new taxes |
| formatting and presentation. This causes an immediate | | | | to inform the rest of your industry about your specialty. |
| negative response on the part of the reader and | | | | In any industry there can be multiple focuses and |
| destroys your credibility immediately. Any "luck" of | | | | sub-categories, so take every opportunity to let your |
| getting a story just went in the trash along with your | | | | industry cohorts know exactly what you are doing. |
| press release. If you are not able to write as good a | | | | Action 3: Host a seminar |
| press release as you just read in the Wall Street | | | | In tandem with your press release, announce a free |
| Journal or other big-city paper, get help, even if you | | | | seminar to your industry, particularly if you have a |
| have to pay for it. Are you worth it or not? | | | | product or service that can be used by other firms. |
| Rule 3: Business plan first, marketing plan second, PR | | | | You can prepare take-away (or "leave behind") |
| plan third | | | | materials that can further leverage this action, by |
| The goal of the PR plan is to bring attention to your | | | | disseminating your marketing message beyond the |
| firm. If your website, marketing collateral and overall | | | | event itself. |
| image is not in first-rate shape, you will be drawing | | | | Action 4: Announce the results of a new, relevant |
| attention to negatives instead of positives. Before your | | | | study |
| PR plan is developed, your business plan needs to | | | | Depending on the specifics, you can range widely in |
| have led to the development and use of a good | | | | the news section to learn of studies and reports that |
| company logo and corporate image. Following that, | | | | deal with major or minor aspects of your company's |
| your marketing plan needs to have resulted in | | | | product or service. If you can find a recent study that |
| effective and consistent "brand ID." Working to get | | | | makes a compelling point about your company's |
| press coverage before your marketing plan is firing on | | | | offering, by all means use it. |
| all cylinders is a recipe for disaster. Your website and | | | | Action 5: Find a first-person story about people using |
| your "marcomm" must be in total harmony with the | | | | your product or service |
| verbiage and image presented in your press release. | | | | From your letters, emails or customer service files, |
| Rule 4: Develop relationships in the media | | | | identify one or more positive instances of your product |
| Take local reporters out to lunch or coffee. Writers | | | | or service being used in a new or different way. |
| and editors can be most interesting people and most | | | | People enjoy a good story, so don't forget to establish |
| enjoy discovering new and different things. If they like | | | | a good narrative with a challenge to overcome for the |
| what you tell them, and how you do it, you may just | | | | protagonist. When your product or service is framed |
| have an "in" with their publication. | | | | as the answer to the challenge, you will generate |
| Rule 5: Be a professional at all times | | | | goodwill as well as interest. |