The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so I thought it was time that PR had it's own Ps - essentials that will help you maximise your PR activities and results.

1. Pin-point

The first thing you have to do in a campaign is to pin-point your market. There's no point pulling out all the stops to get into the Financial Times when your customers are actually more likely to read The Sun. In fact failing to pin-point your market and consequently the publications it reads can actually make every single action you put into your PR after that point absolutely worthless. It may seem boring to spend time on market research, especially if you're keen to get going, but it's a vital part of the process.

2. Publications.

When you find the publications that your potential customers read (as well the radio programmes they listen to, the TV programmes they watch and the websites they visit) immerse yourself in them. Subscribe to them, read them on the train, in the bath, teach your kids to read with them. Get to know the language of the different publications, the focus, and who writes what.

3. Power.

Think about your message. If you're going to go to all the bother of putting a press release together it had better be powerful.

4. Passion.

One of the simplest ways to access power is to tap into your passion. Imagine reading your release out loud - is it vibrant, full of passion for the subject matter and compelling the listener to keep tuned in, or is it dull and monotonous with no impact whatsoever?

5. Pliable.

Your campaign has to be flexible, ready to respond to national or trade news. You need to be flexible, ready to break your routine and set aside a morning to make some calls if you suddenly come up with an idea that might get the press interested.

6. Poise.

Do try to retain some dignity. Journalists work to strict deadlines and conditions and if one of them says "sorry, it's not for us" then do respect them and don't start trying to convince them to change their mind. What you can do however is to ask them what is, and learn for the future.

7. Playful.

A sense of humour is vital..no client does better than the one that can crack a good joke or make a suitably humorous remark at the right moment. Even a bit of gentle flirting can sometimes work wonders!

8. Paper.

Don't forget that you don't always have to email. If you've got something visual, or particularly nice stationery (!) then do use the post. It's more expensive of course, but it will help you to stand out.

9. People.

Journalists and editors and people, just like you and me. Some you'll like and some you'll dislike, but it's important to treat them respectfully. Just like you rarely make a new friend over the process of one telephone call, it will take time to build up bonds and those all important "contacts".

10. Persistence.

I believe that this is the single most important factor when it comes to making your campaign a success. It can take months for a campaign to really get going and one press release alone just won't do it. Journalists need to see that you're hear to stay, a provider of professional material and a brand to be reckoned with. Be patient, it will happen.

www.doyourownpr.com

Paula Gardner teaches businesses of all sizes how to raise their media profile. If you'd like the whys, hows and what to do's of a PR campaign at your fingertips then check out our PR ecourse at http://www.doyourownpr.com/pro ducts/do_your_own_pr_ecourse.asp

In The News:

How to Adapt PR Strategy in the Face of COVID-19  PR News - For Smart Communicators
7 PR Mistakes That Can Ruin Your Career  PR News - For Smart Communicators
Public Relations in Self-Storage  Inside Self-Storage

Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

How to Take Advantage of Public Relations

Decide once and for all to do something about those... Read More

This is the Power of PR

The power of public relations is its ability to alter... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

Media Kit: 25 Component Possibilities

Media kits include a combination of information whether created for... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

Using the Media - Five Reasons Why

The media has the power to shape public opinion and... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

Publicity Wont Thrive on Press Releases Alone

Press releases are a useful tool for announcing news and... Read More

Life After Press Release Distribution?

A few weeks ago I was participating on an on-line... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More