Sustainable Public Relations

How to Sustain Public Relation Efforts

How can I sustain my public relations efforts?

Be your own PR Agency. You can learn how to do public relations for your own company. It just takes some time, effort and passion.

Getting good media coverage has been viewed as something only the ‘big boys’ can do. However, smaller businesses can be successful in getting media coverage as well.

The benefits of handling your own public relations well are:

• Credibility comes from the objective and independent viewpoint of the media.

• Cost effectiveness as your own efforts can add to your overall marketing campaign.

• Awareness of your company and products that could bring business.

Tips to get your company covered in the media

1. Know your target media.

Make sure you are familiar and up-to-date with the types of media that you are targeting.

2. Build relationships with the media.

Build a personal media contact list through contacts at trade shows or approaching reporters and reviewers, introduce yourself as a prospective resource and ask nothing more than for them to keep your information handy and allow you to send them your news.

3. Learn to identify what is really news.

Make sure the story fits the publication.

4. Monitor and respond to enquiries from the media.

Be helpful and prompt when reporters ask you for information or expert commentary.

5. Know how to write and send news releases.

Write in a format that will get the journalist’s attention and practise your skills for submitting news releases.

6. Provide a picture whenever possible.

A great photo could potentially make a difference in whether your story gets covered.

7. Use a killer header in your news release.

Your header should be catchy with a news hook. It has got to be able to stand out amongst the many press releases received by journalists every day.

Tip

Further points

Speak carefully. Anything you speak about to a journalist is a matter of public record and can be referenced as part of a story.

• Journalists are under no obligation to let you vet their story. It is their independent say on the subject. Also take note that your story may not get published at all if a more pressing story comes in. They are under no obligation to print your story.

• Ask when the deadline is and make sure you send your information in with time to spare.

Monitor your media coverage to demonstrate tangible results and evaluate whether your messages are accurately conveyed. This will help you identify future opportunities.

Keep watch on the print, online and broadcast media coverage that you receive, even though it can be time consuming. Use tools like Google Alerts to monitor information about your company on the web, news, forums, blogs and videos.

Tracking your media coverage will

• help you to evaluate and enhance the effectiveness of your communications

• help build credibility for your product or service when you show customers positive media coverage

• help boost morale when you show employees positive media coverage