Public Relations - Free Publicity?
PR or Public Relations can be a way of getting publicity for your business without having to pay for it.
With careful planning you don't need a massive budget to gain media coverage. PR can be used to attract new prospects and impress customers or raise awareness of your business in the local community or business sector.
First Things First
Who will be interested in your stories? here are a few possibilities;
- Local newpapers - paid & freely delivered
- National papers
- Lifestyle magazines
- Local radio & TV
- Specialist trade & technical publications
Make Contact
It's good to know the name's of the news and features editors at your local newspapers and other media. I keep a simple spreadsheet with their details for use when sending out media releases. Editors always welcome interesting news items or stories of local interest - don't waste your time sending blatant advertisements for your business under the guise or PR, they'll not get published.
Details of publications can be found in directories like BRAD (British Rates and Data), Hollis Press and Public Relations Annual at your local public library, or alternatively at www.yell.com type newspapers, radio or TV and the town you're located or interested in and submit. You'll be surprised at the results.
Get Their Interest
With an interesting story, even a simple one, well told you stand a good chance of getting coverage especially if you provide a good quality photograph or two*.
You can send the same release to different publications, providing you tailor the content to each. Make sure that you send your stories on your headed paper, or better still using email and the Internet.
Ideal PR topics for a press release could be;
- A competition or special promotion
- New staff members
- Gaining new business
- Moving premises
- Product launch
- Charity sponsorship
A good example of a local story originated at the school my youngest daughter attends. I turned up one Friday morning with young daugther duly dressed-up as one of her favourite book characters, to join the rest of the school celebrating book week. It was suggested to the headteacher (dressed as boxing character) that I take a photograph of children and pupils and send it to all the local media. This she thought to be an excellent idea and the photograph was taken a couple of hours later. One of the staff supplied an extended caption and I sent it to the local papers the same afternoon. The photograph was published in two out of four local papers the following week.
To find out more about doing you own PR go to www.doyourownpr.com where you'll find a wealth of information, and be sure to sign-up for the newsletter - an enlightening read.
* Don't be fooled into thinking that just because you've a digital camera that publications will accept your images. They may be good enough for some applications, but newspapers especially, need images that tell the story, are shot to fit in a variety of shapes (not every hole in a page is a landscape rectangle!) and will reproduce on low-quality newsprint paper.
Remember, do the images you send or use reflect the quality of your business or how you want customers and prospects to perceive your business?
PR Agencies
If you don't have the time or aren't comfortable with the media then a PR agency is the way to go. Rates vary considerably, but with a small budget it's probably best to commission a good freelancer. With more money to spend, it's best to look for an agency with experience in your particular field. By developing a good relationship and defining what you want to achieve, you should see a good return on your money.
Contact the Institute of Public Relations to find a reputable agency or freelancer.
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Public Relations - Free Publicity? © Ian Pack 2005
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