| Press releases are the backbone of public relations | | | | depend on the loyalty and support of people in the |
| because they are highly informational and tell an | | | | local community. It is a good idea to have community |
| ongoing story of the organization's progress (or lack | | | | leaders and the local, state, and federal governments |
| thereof). Press releases work best, and are published | | | | on your side. |
| more often, when they are factual instead of | | | | Send your press releases, articles, relevant blog |
| sales-oriented, and concise instead of wordy. Make | | | | postings, and other announcements to these groups to |
| sure to optimize your releases for search engines by | | | | keep them in the loop with what you are doing. |
| including keyword rich content and links back to your | | | | Outside-the-Box PR Strategies |
| Website. | | | | Make it personal - There are two important ways to |
| Remember that press releases are also referred to | | | | make your PR personal. First, by the tone of your |
| as news releases for a reason - they are supposed | | | | communications focusing on the human side of your |
| to be about news. Examples of legitimate topics for | | | | target audience. The second part of being personal is |
| press releases:o Launch of a new product or upgrade | | | | to base your PR on a key executive who has special |
| to a new version.o Compelling story about a customer | | | | and acknowledged expertise in your chosen market. |
| buying or using your products or services.o Winning a | | | | Make it fun - People like to do business with people |
| product or company award.o Major promotions or | | | | they like. One of the best examples of a fun |
| personnel additions, particularly at the executive level.o | | | | personality combined with great business acumen is |
| Strategic partnership deals.o Community service | | | | Herbert D. Kelleher, founder of Southwest Airlines. |
| projects supported by the company. | | | | When asked what made Southwest Airlines unique, |
| PR Can Make a Big Difference! | | | | Mr. Kelleher answered, "...our people...anybody can buy |
| While PR is usually better at creating awareness than | | | | the tangibles, but nobody can replicate the intangibles |
| in generating leads directly, you will often get actionable | | | | very easily." |
| leads from a clever and well-executed PR campaign. | | | | Make it unique - Make sure your PR strategy is in |
| When the prospect is interested, either because he or | | | | complete alignment with your differentiation and unique |
| she remembers you from the press release, article or | | | | selling proposition. People notice uniqueness far more |
| news story, you are more likely to gain consideration | | | | easily than me-too-ism. |
| than if you are unknown to the prospect. That is the | | | | Make it sticky - Stickiness refers to messages that |
| essence of the PR strategy-creating awareness, | | | | are memorable. There are two ways to aid stickiness: |
| spreading the message, and preparing the groundwork | | | | first with a unique and powerful message, and second |
| for future sales. | | | | with a good message repeated over and over. |
| Consider expanding your target audience with your PR | | | | Persist - Many companies practice just enough PR to |
| strategy and messaging. In addition to the usual targets | | | | say they have done it. A press release every six |
| of press and analysts, make sure you also include: | | | | months is not going to cut it. Send news out on a |
| 1. Employees - Employees should never be taken for | | | | regular basis. |
| granted. They can do more to help you, or hurt you, | | | | Use social networking - There are many social media |
| than any other group. | | | | tools available to help you drive public perception, and |
| 2. Customers - They are always an important | | | | gain far more awareness among your target audience. |
| segment of your public. Their opinion of your products | | | | For example, a blog is a great way for reporters, |
| and services is paramount because their willingness to | | | | editors, and analysts to find you and get the word out |
| spend money is what allows you to exist. | | | | about your company and products. |
| 3. Prospects - Public relations can be a powerful | | | | Search term alignment - Coordinate your search |
| weapon in the effort to turn prospects into customers. | | | | engine optimization (SEO) and pay per click strategies |
| 4. Stockholders - Whether you are a public or private | | | | with your public relations messages. Include key search |
| company, investors have a large stake in the success | | | | terms in the text of every press release. |
| of your organization. | | | | Get published - There is something about the written |
| 5. Industry Leaders - Every industry has a small | | | | word that adds to an individual's credibility and |
| number of individuals who have the capacity to | | | | reputation. The greatest credibility builder is to publish a |
| influence large numbers of others. Building relationships | | | | book. If you do not have the time to write a book, at |
| with the right industry leaders can do more for you | | | | least publish articles. |
| and your organization than mailing tons of press | | | | Self-promote - Get your name out there with public |
| releases. | | | | speaking, presentations, podcasts, articles, blogs, |
| 6. Community and Government - Most organizations | | | | LinkedIn, etc. |