| If you want to get the most out of your Public | | | | appearance i.e. linking it up with news announcements, |
| Relations (PR) it is a good idea to take a strategic | | | | speaker opportunities, information giveaways and |
| approach. That relies on knowing where you are now | | | | competitions. |
| in terms of perceptions and identifying where you | | | | * Hosting free seminars or taster sessions - this is a |
| want to be as well as the channels of communication | | | | useful way for prospects to get a flavour of who you |
| that are most appropriate to help you achieve your | | | | are, what you offer and how you might be able to help |
| goals. It is easy to think solely about press and media | | | | them. |
| relations at the expense of other tools. PR is much | | | | * Sponsorship - supporting particular interest areas or |
| wider than press and media relations and securing | | | | local groups can help to support your communications |
| coverage though that can be a useful element. There | | | | activity. It demonstrates that you are committed to |
| are many other tools at your disposal that you can | | | | giving back to the community but also helps you to |
| use to communicate effectively with your target | | | | reach a specific group of people - people who will tell |
| audiences, including: | | | | others about your involvement. That type of goodwill |
| * Speaker opportunities - just like handling press and | | | | can be hugely beneficial. |
| media interviews, many people don't feel comfortable | | | | There are, of course, many other tools you can use to |
| speaking in public unless they have done it many times. | | | | get your messages across: promotional materials, |
| For some it may always seem daunting but it is worth | | | | website, newsletters, blogs, charity involvement etc. A |
| getting coaching to overcome any anxieties. Speaker | | | | solid PR campaign should consider which of these, and |
| opportunities build your reputation and your credibility. | | | | the many other tools available, are most appropriate |
| * Securing a stand at an exhibition - this can give you | | | | and how they can be threaded together to achieve |
| great direct exposure to your target market. It's | | | | the desired outcome - whether that is creating |
| important to have a strategy in place when attending | | | | perception, enhancing it or changing it. |
| an exhibition so that you can maximise your | | | | |