| Do you open up industry publications only to find that a | | | | sources and ideas for visuals. Be sure to keep the |
| prime competitor is featured in the cover story? Is | | | | pitch concise and creative, and research the media |
| your company consistently left out of news stories | | | | outlet and reporter you're contacting to ensure your |
| about your industry? If so, you're not alone. Let's face it | | | | idea is appropriate for their audience and beat. |
| -- most business owners are more concerned with the | | | | #3: Get to Know the Media |
| ins and outs of running their companies than spending | | | | Don't be afraid to start building relationships with key |
| hours trying to generate publicity. | | | | reporters who cover your industry. Reporters are |
| But today, companies are investing in public relations | | | | always busy, so be conscious of deadlines when you |
| campaigns for a reason: PR can propel your business | | | | call. Sometimes the best idea is calling to introduce |
| into the spotlight. In fact, today's most successful | | | | yourself as a potential industry source and forgetting |
| companies use PR to get the word out, reach potential | | | | the sales pitch altogether. |
| customers and impact the bottom line. | | | | #4: Diversify Your Approach |
| How do they do it? To get on the fast track, try these | | | | Knowing that you'll reach a specific number of readers |
| five tips to building a powerful PR program: | | | | with a controlled advertising message can be tempting, |
| #1: Create Newsworthy Press Releases | | | | but remember -- consumers pay less attention to |
| One of the first steps to establishing credibility with the | | | | advertising than the editorial content of a newspaper |
| media is to write and distribute high-impact press | | | | or magazine. A smart marketing strategy includes a |
| releases. What is newsworthy? The definition varies | | | | good mix of several communications strategies. |
| for each media outlet, and the answer is, whatever | | | | #5: Get Help If You Need It |
| holds wide appeal for their audience. Press releases | | | | While good PR requires time, resources and expertise, |
| that get the most attention usually tie into existing | | | | there are ways to find cost-effective help: PR |
| trends, current news and even holidays. | | | | consultants who can use their skills to your advantage. |
| #2: Offer Your Own Compelling Story Ideas | | | | Using strategies such as press releases, story pitches |
| Creating your own story ideas for local publications is | | | | and other communication tools, a PR firm can help |
| one of the best ways to generate media exposure. | | | | generate the attention your business needs. And after |
| To offer a story idea, create a brief "pitch" that | | | | enjoying the media spotlight comes the fun part -- |
| includes information about the potential story, interview | | | | managing the influx of new business! |