Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
PR: The Wildcard Marketing Strategy > NetSparsh - Viral Content you Love & Share

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is both useful and entertaining for their readers. This is where you, the business owner or marketing executive, come in.

When thinking of public relations, many things may come to mind, like: Sweaty palms as you pick up the phone to try and convince a reporter how great your business is; getting writers block while trying to write a press release about your company; countless hours of faxing your story to hundreds editors just to find out that your piece did not make it to print.

However, public relations does not have to be such a daunting effort. If done right, public relations can also bring rewarding thoughts to your mind, like: The constant ringing of phones in your office of people interested in your products or services; gaining credibility and becoming a leading expert in your industry; or thousands of people learning about your company in a matter of days without costing you a dime!

This is the type of public relations that every business owner should strive for. First of all, let's analyze the true meaning of public relations. The Webster dictionary defines public relations as "Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea." Sounds easy enough, right? Well, if that's the case then why do so many companies struggle with implementing effective PR campaigns?

Most small business owners think that public relations is too time consuming of an effort. This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not discourage you from doing it. It is just a matter of prioritizing your goals and leveraging the resources that you do have available to take advantage of what is an invaluable marketing tactic. Now that we have established the importance of PR for your business, here are a few tips to get you started in the right direction:

1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. Shamelessly promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying self-promoter that won't stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:

What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is "No", then it is time to adjust your story until the answer is "Yes".

2. Match your target audience with the right media channels. If your company's main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.

Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.

After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source.

3. Have a spokesperson or PR firm represent your company. So let's assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone at your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so - they have deadlines to fulfill! The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.

4. Take advantage of your opportunities when they present themselves. PR results do not happen overnight. You must be patient and persistent. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in! So do not forget to include your company information including a 1-3 line sentence describing your company, author byline (if applicable), and a URL of your web site. Media professionals will sometimes forget to include this information so it is your job to include it in your press release, articles, or interview. If you have a welcoming relationship with your media contact, see if you can check the article before it goes to print. If you are doing a talk show, make sure they mention your company name and/or web site on the bottom of the television screen.

5. Follow up with your contacts. Now that you have received press, do not forget to thank the reporter or editor who wrote it. Maintaining solid relationships is essential to the success of your PR campaign. Taking a reporter out to lunch or dropping them a kind note every now and then doesn't hurt either.

In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Companies need to have either an in-house or third party person dedicated to PR, at least on a part-time basis. This person needs to be the champion of the company, products or services, in a tireless fashion. Don't forget that your number one goal is to get in front of your target audience. In your next marketing plan review or initial development of one, make sure to give PR serious attention and the resources necessary to implement a long-term PR strategy.

About The Author

Dali Singh is the Managing Director for Blueliner Marketing, a full-service marketing and communications firm based in New York City. Visit her website at www.bluelinermarketing.com or contact her dali@bluelinermarketing.com.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

The Daily Freeman

PR Gov.: We're treated like second-class citizens
The Daily Freeman
During an interview on the one-year anniversary of Hurricane Maria, Puerto Rico Gov. Ricardo Rossello says that Puerto Ricans are treated like second-class citizens. TownNews.com Content Exchange ...

and more »

euronews

Raw Politics: who's winning the PR battle over Hungary?
euronews
There's a PR war brewing between the Hungarian government and the European Parliament following the decision by MEPs last week to trigger an Article 7 procedure and potential sanctions on Hungary for violating European values. The government of ...


O'Dwyer's PR News

SeaWorld's Ex-PR Chief Settles Blackfish-Tied Fraud Charges
O'Dwyer's PR News
Fred Jacobs, former VP-communications at SeaWorld, has agreed to settle a fraud charge for his role in misleading investors and to pay $100K disgorgement charges and prejudgment interest, according to the Securities and Exchange Commission. The SEC ...


Fox News

Alexandria Ocasio-Cortez claims Puerto Rico is still a 'colony' that 'deserves real self-determination'
Fox News
“Today marks 1 year since Hurricane Maria. A year later, Puerto Rico is still in shambles,” Ocasio-Cortez tweeted. “Some things to advocate today: 1. PR is still a colony of the United States. The island deserves real self-determination. We must say ...
Year after Maria, sisterhood reinventing Puerto RicoWDIV ClickOnDetroit
Sunrise Melodies and Tearful Reflections: Puerto Rico a Year After MariaNew York Times
1 year after Maria: Meteorologists recount the nightmare of Hurricane Maria slamming Puerto RicoAccuWeather.com
Miami Herald -AOL -Washington Post
all 3,512 news articles »

Patch.com

Joliet Seeks PR Firm On Alternative Water Source Project
Patch.com
(The following press release was issued Thursday by the Office of Joliet City Manager David Hales.) JOLIET, IL - The City of Joliet is accepting qualifications to provide public relations consulting services for Phases I and II of the City's ...

and more »

KVUE.com

AccuWeather in Puerto Rico: How NWS-PR was able to track Hurricane Maria without power
KVUE.com
During Hurricane Maria, the National Weather Service office in San Juan, Puerto Rico was unable to track the storm via radar due to power going out. All, but one satellite radar, the GOES-16. AccuWeather's Jonathan Petramala spoke with meteorologists of.


News 12 Connecticut

CT-based Save the Children continues with recovery effort in PR
News 12 Connecticut
One year after Hurricane Maria made devastating landfall on Puerto Rico, Connecticut-based Save the Children is still hard at work on the recovery effort. Save the Children's Director of Puerto Rico Outreach Luis Soto says a year later many on the ...
United for Puerto Rico Distributes Nearly $38 Million for Relief and Recovery InitiativesBusiness Wire

all 16 news articles »

5W PR Stands Up for Heroes
O'Dwyer's PR News
5W Public Relations will handle the Stand Up for Heroes event, which will include headliners Bruce Springsteen, Jon Stewart, Seth Meyers and others, slated for Madison Square Garden Nov. 5. Presented by the New York Comedy Festival and the Bob ...


5W Public Relations Announces Representation of Lesso Home New York Market
PR Newswire (press release)
NEW YORK, Sept. 20, 2018 /PRNewswire/ -- 5W Public Relations (5WPR), one of the top 10 independently owned PR firms in the U.S., is pleased to announce the addition of Lesso Home New York Market to its diverse roster of consumer home and lifestyle ...


The Sociable

News of PR Firms
O'Dwyer's PR News
Adding to that growth were the acquisition of New York City-based Owen Blicksilver PR in 2018; Lansing, Michigan-based Sterling Corporation in 2014; Atlanta-based IR Squared in 2011; and Detroit-based John Bailey & Associates in 2008. “The Lambert ...
Native Ads vs Banner Ads - SharethroughSharethrough
Originals - ESPACIO - Espacio Medellin IncubatorEspacio Medellin Incubator
How Content Promotion Changed Digital Marketing Forever - SlideShareSlideShare

all 9 news articles »
Google News

How Marketing-Minded Financial Planners Get Publicity

You've probably noticed, if you live on this planet, that... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

Media Release Headlines - Ten Tips to Get Media Attention

So you have spent hours and hours writing, shaping and... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Two of Three

FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More

Publicity for Financial Planners--Eight Tips For Success

Individual financial planners can outscore bigger competitors and gain market... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Preparing For Your Media Interview

Media interviews are an important part of an overall public... Read More

Managerial Survival Key

For business, non-profit or association managers like yourself, survival pretty... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

Managers, Have You Been Shortchanged?

You have been if you're a business, non-profit or association... Read More

Press Kit Elements That Work

Considering how fundamental they are to the publicist's trade,it's always... Read More

A Simple Formula for Success

Leaders in the business world need public relations big time,... Read More

Media Relations: How to Get Your Letter to the Editor Published

You may remember Forrest Gump's Vietnam pal ? the one... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know

Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

Media Training: How to Tell a More Interesting Story

PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More