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Kick
Off a PR Program |
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Would
your company benefit from coverage in the business and trade
media? Who wouldn't! PR is cost effective and it's the
perfect way to reach your target audiences in a credible manner.
Here's how to get your PR efforts off and running:
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- Develop a Program, Not Just a Press Release
Effective public relations is accomplished
through a well-planned, ongoing program. Many companies
are fooled into thinking that by sending out press releases
they have a PR program. Make your program more than a one-shot
effort to get a press release covered. Use PR as an ongoing
marketing program to get your news and messages out to your
target audiences through the media that they pay attention
to.
- Plan Your Strategy
Your PR program should revolve around
a tactical plan that includes communicating company news
on a regular basis (press releases); contacting reporters
and editors that cover your business; pitching feature story
ideas to publications; placing case studies and by-lined
articles in publications; and monitoring editorial calendars
for upcoming stories where your company could be included.
Set a manageable budget to cover the cost of postage, newswire
services, printing of press materials, photography, and
any associated travel costs.
- Build the Basics First
Begin your efforts by building a solid
foundation for your PR program. Hone your message and make
sure it's reflected properly in your “boilerplate”
paragraph that goes at the end of every press release. Build
a “Press Room” section of your website and create
content that's specific to the needs of the media. This
would include names and phone numbers of media contacts;
company backgrounders and fact sheets; digital photos of
executives for downloading; story tips and ideas for reporters;
and current and archived press releases. Create a press
kit that has many of these same materials in hard copy form
that you can mail out when reporters request it. All materials
should go in a folder that reflects your company's brand
identity properly. Finally, set some internal policies about
who speaks to the media and make sure they are properly
trained as company spokespersons.
- Cultivate Media Relationships
Get to know the media that covers
your business. This should be local, regional and national
media contacts, as well as members of the trade press. Research
as much as you can about their publications and deadlines.
Find out how the reporters you're targeting like to receive
information, whether it's e-mail, fax, or hard copy. Make
it easy for the press to cover you by doing your homework
first! Online tools and directories from providers like
Bacon's or PR Newswire can help you do this research and
create your media list the right way.
- Hire a Pro
PR is a marketing skill that requires
trained expertise and experience. Put your PR efforts into
the hands of a professional — either an internal PR
director or by engaging an agency relationship. For many
companies, the right formula is an internal manager working
cooperatively with an outside firm. Often times this can
help achieve consistent press coverage and strong results.
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