| What you don't know can cost you and harm your | | | | requires you to create a newsworthy storyline and |
| brand's reputation. I understand that the recession has | | | | pitch it to a media outlet to receive free publicity. The |
| got many businesses big and small looking for ways to | | | | return could be a big win-win because the media outlet |
| increase revenue earnings. However, it occurred to me | | | | gets to fuel their viewers, readers, listeners, etc while |
| that too many businesses don't have a clue when it | | | | you receive mass free publicity generally worthy tens |
| comes to public relations! PR enhances marketing, | | | | of thousands of dollars. The beauty of free publicity is |
| advertising, and branding but is different from all three. | | | | that it is not paid for like advertising and considered |
| First off before you start a Google search for a PR | | | | more organic trustworthy. |
| firm related to your industry know that Google's SERP | | | | Here is what you will need to know when soliciting a |
| (search engine results page) will likely return those at | | | | PR firm to represent your company: |
| the top of their game. For example if you have a | | | | 1. Have a budget in mind what you want and expect |
| luxury brand you should be looking for luxury PR, luxury | | | | to spend on PR for one year |
| branding etc. | | | | 2. Be able to relate who do you perceive your target |
| Do you even know what PR is? No, really do you | | | | audience to be |
| have a clue! PR is not marketing or advertising! I repeat | | | | 3. Express your brand awareness and credibility |
| PR is NOT marketing or advertising. Did you hear me? | | | | perception among your target audience |
| I must repeat PR is not marketing or advertising. PR is | | | | 4. Determine an ideal media wish list for |
| not an event. I understand some confused publicist and | | | | communications and connecting with your target |
| event planner may have lead you to believe that it is. | | | | audience |
| However, PR is not an event. In order for an event to | | | | 5. Outline facts and history about your products, goods, |
| work for PR exposure you must create a | | | | and services |
| newsworthy purpose. Same goes for using press | | | | 6. Provide features and benefits for products, goods, |
| releases to create free publicity. In addition, press | | | | and services |
| releases still should be humanly pitched to media | | | | 7. Provide media publicity pickups covering six months |
| outlets. An experienced PR professional usually has | | | | about your products, goods, and services (if available) |
| strong media relationships and knows how to pitch | | | | 8. Provide digital media stats consisting of Twitter |
| credible media outlets to feature you. | | | | followers, Facebook fans, YouTube viewers, etc. (if |
| So what the heck is PR? Well, PR also known as | | | | available) |
| public relations is how you communicate with the public. | | | | 9. Identify what makes you standout in the crowd, |
| It requires a strategic plan and approach. The media | | | | relate if you have a specific niche over the competition |
| are the gatekeepers and you must pass their approval | | | | 10. Don't take it personal if a PR firm does not want to |
| before they will toot your horn. PR is an art which | | | | represent you! |