| Don't be afraid to admit it, but for many people PR | | | | trade shows relevant to your industry. As a speaker, |
| means "press release." However, what it really means | | | | you usually don't pay other than personal expenses to |
| is public relations (PR) which sometimes is a | | | | speak or contribute to a panel. In addition, you can do |
| misunderstood marketing concept. PR activities differ | | | | personal and company branding while gaining access |
| based on the branding and image you want for your | | | | to prospects and partners. Plan to contact conference |
| company. Large corporations usually employ public | | | | representatives about 6 months in advance of an |
| relations professionals and/or secure external PR | | | | event. This exposure also helps you gain personal |
| firms. Small to mid-sized business might not be doing | | | | branding by being viewed as an "industry expert". |
| any public relations activities - but should they really go | | | | Pursue Editorial Opportunities and Become an Industry |
| without? | | | | Pundit |
| It turns out developing a strong public relations strategy | | | | Another activity a PR professional can pursue is |
| is a critical part of the marketing mix and can be | | | | finding relevant articles in the publications your |
| essential to the success of many small to mid-sized | | | | customers and partners read. Usually you can find an |
| businesses. There are The 3 P's that I recommend: | | | | editorial calendar on the publication's web site and |
| 1. Promote news via press releases and a proactive | | | | articles in which you might be able to contribute |
| approach to the press | | | | content. Your public relations representative can "pitch" |
| 2. Participate in trade shows and conferences | | | | the reporter and many times as a next step, get the |
| 3. Pursue editorial opportunities in relevant publications | | | | reporter to agree to interview you (or one of your |
| Promote News for Maximum Exposure | | | | customers) while referencing you as a "source." In |
| Press releases based on relevant and timely news | | | | some cases, the reporter might write an entire article |
| can gain your company valuable exposure on many | | | | dedicated to your company. Always position yourself |
| web sites, social media, blogs, videos, and other areas. | | | | and your key executives as "industry experts." |
| However, your news will yield hundreds of impressions | | | | Take the Next Step with Public Relations |
| with your target audience if executed with a press | | | | These public relations activities - The 3 P's - can propel |
| tour before the release date. And if you have already | | | | your company to the next step and increase its |
| created key words linked to your web site (via search | | | | exposure and revenue. External PR firms and your |
| engine optimization SEO), you can quickly draw | | | | internal marketing resources can explore these |
| customers to your web site. Your press release, | | | | activities. Although there are more than the three |
| collateral, messaging and web site need to be | | | | activities listed above, you can confidently say that you |
| consistent and have a call to action. | | | | know that public relations is not just a "press release" - |
| Participate in Conferences and Leverage your | | | | but an important vehicle in the marketing mix and a |
| Personal Brand | | | | next step strategy which will give your company |
| Public relations professionals can also help research | | | | maximum exposure. |
| worthwhile speaking opportunities at conferences and | | | | |