Public Relations
Sun, 31/07/2005 - 22:13
Advertising is one thing, anybody done anything from a PR perspective and tried to build awareness of their brand? In particular I'm thinkng about ways to create interest in a new web site. Curious to hear of individuals experiences
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Mon, 01/08/2005 - 15:26
#1
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I spent over 10 years in public relations so I’ve got a bit of experience in this type of thing. PR is all about generating (and maintaining) interest in your company or brand by using various communication tools other than advertising. Whilst advertising can be very effective, it’s often very expensive and a well-executed PR campaign can often get your message across without you having to break the bank!
You firstly need to decide whether you are going to run your own PR campaign or ask an agency to do it for you (I assume it’s the former rather than the latter, as I’m sure you’re trying to keep your costs low like the rest of us!). You also need to ascertain whether you’re going to have a local, regional or national strategy (or all three).
You’ve then got to decide on the channels by which you are going to promote your product. The most obvious channel is the media, but PR can also be channelled through other areas such as community groups, councils, other trades/businesses etc. I usually divide media into the following groups:
Local & regional publications
National publications
Trade publications
Broadcast media (radio or TV)
Online media (relevant websites or forums)
What you need to do is them find out the names of the most relevant journalists at each of your targeted publications (The Guardian do a good media guide – get it via Amazon) and send them a professional-looking press release. For some examples of good press releases, access the websites of most large retail companies, most of which will have a press or media area containing various press releases.
The media gets bombarded with people trying to wheedle ‘free’ publicity, so if you want to steal a march you really need to try and add a ‘quirky’ angle to your product or service that will make your story totally newsworthy. Journalists are quite happy to fill up newspaper space (or air space) with original and interesting stories but do not take kindly to stories that are obviously dressed-up advertising. I don’t know much about your business but you must think really hard about trying to find an original slant to set you apart from the rest…are you offering something totally new and ground-breaking to excite the readership? Can you organise some sort of amazing stunt or record-breaking feat that can bring attention to your product? Can you get someone well-known to help launch your business? Or can you link your business to some market research which just confirms how indispensable your service is?
Your press release should be no longer than two sides of A4 paper (usually double-line spacing). Think up a snappy title for it and make sure that it is as informative as possible, but at the same time readable and grammatically correct. Try and get a comment in it somewhere (i.e. a catchy soundbite from someone, even if it’s yourself) and always include a list of contact numbers at the bottom just in case the journalist needs further information. If you have more funds, you can present the press release on customised stationery and stick it in a snazzy folder, and you could also include a good-quality photograph (although newspapers often send their own snapper if they feel a pic is necessary). I prefer to send press releases in the post but I know a lot of PR is done via email these days. It’s always a good idea to speak to the relevant reporters/editors before you send the press release so it’s not totally unsolicited, and always give them another call a few days after you’ve sent it as well to remind them how amazing your story is! Good luck!
Jo
Mon, 01/08/2005 - 20:15
#3
Q2!
I think when you're talking B2B it's more a case of doing a bit of corporate PR, whereby you might organise a slick product launch or a glitzy schmoozing/networking event, both of which could get your message across to the movers and shakers who could in turn cascade your idea down to fellow colleagues & customers. This can work nicely alongside a media PR strategy; a successful launch or event could gain press attention in itself and the business fraternity like nothing more than associating themselves with a 'happening', proactive company who get good press coverage! Quid pro quo advertising is a good idea if you can get it but it doesn't come under the remit of PR - public relations is an altogether more subtle (some say cunning) science!
Jo
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Thanks Joanne, sounds like great advice, I'm still in the early days of firming up my idea. In some ways I need to match its structure to how I want to sell it, I think that will be very important for it to work. My customers and media channels are going to need to be closely linked which will affect the types of product I sell.
What about B2B PR same principals, slightly different arena? Ideally I want to use other business established customer/consumer communications channels to sell my business. Are they likely to be open to quid pro quo advertising or media backscratching!!! you can tell I don't know the jargon yet!