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
Is PR Right for You? 6 Questions to Ask > NetSparsh - Viral Content you Love & Share

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While advertising is a part of marketing, marketing is much bigger than advertising. There are lots of different marketing methods floating around out there, and the challenge as a business owner is figuring out when it's appropriate to use each one and the best way to use it.

Public relations, or PR, is the art of getting someone else to write or talk about you or your business. Preferably in a favorable manner. Traditionally, "someone else" was the media. In this day and age however, someone else can also be a blogger, a freelance writer, an e-zine publisher or even an owner of a big Web site. For purposes of this article, I'm using the word "media" to refer to all of those folks.

PR is also being able to get yourself on a big talk show to talk about yourself or your business, or writing your own article that's published in a desired outlet. (Not your own newsletter or Web site.)

PR is one of my favorite marketing methods, but it can also be one of the more frustrating ones. Even when you do everything right, you still might not get the publicity you want. Or for that matter, ANY publicity at all. When a PR campaign doesn't work, you can find yourself wanting to pull out all your hair in frustration.

Even with that in mind, I do believe most if not all businesses can benefit from some type of PR campaign. But before you launch into something that could end with you becoming hairless (and investing in a sizeable hat collection) ask yourself the following questions.

1. Do I need to see results right away? If you do, better pull out your wallet and pay for some advertising. PR takes time. And it's not guaranteed. You might not see your article for weeks, months or ever, and there isn't a darn thing you can do about it. If it's immediate gratification you want, don't look for it in a public relations campaign.

2. Do I have the time to consistently devote to a public relations campaign? We're back to the time issue. PR not only takes time to see results, but you also have to take time to make it happen. Either you have to do it or you have to pay someone else to do it. If you do it yourself, you'll have the potential of garnering the equivalent of thousands of dollars of advertising for little or no money. But it will cost you some time. If you pay someone else, you'll save time (which is a good thing, I'm a big believer in outsourcing) but it can get expensive. Worse yet, you STILL might not get any coverage for your money.

3. Do I have enough perseverance to run a PR campaign? PR is about follow-up. It's about sending story idea after story idea to the same reporter before one finally connects (and maybe it's the tenth one). It's about sending a little note or letter to the same editor for as long as several years before you get a bite. It's about reminding your contacts you're out there until one day they realize they need you.

If you're willing to court the media, develop relationships and do whatever you can to make their lives easier, the rewards can be huge.

4. Do I have newsworthy events happening at my business? (Newsworthy is something media personnel feel would interest their readers.) Or, if I don't, can I create them?

I'm not talking about making things up here. But there are things you can be doing to make your business more newsworthy. For example, you can do a survey and publish the results. You can tie a feature of your product or service to something that's currently happening in the news. You can hold an event. You can research a newly published study that relates to your product or service. There are countless ways you can transform aspects of your business into newsworthy story items -- the creativity exercise below can help you come up with your ideas.

5. Do I want to build my credibility? Develop my status as an expert? Then get that PR campaign off the ground. Nothing builds your credibility or expert status faster than having other people say you know what you're talking about.

6. Do I want to augment my other marketing efforts? Public relations definitely plays nicely with the other marketing methods. You can be building your long-term expert campaign with PR and building short-term customers with advertising. Or you can turn your community relations strategies into PR campaigns. It's a great way to get the most bang out of your marketing time and dollar.

Creativity Exercise -- How can you use PR in your business?

Grab some sheets of paper and pen (I like the fun gel pens myself) and get ready for some brainstorming.

Start by listing everything you do or sell. Then write out all the features or descriptions of your products or services. For instance, if you have a book, what is your book about? What does it offer people?

Now see if you can turn those features into something newsworthy. Is there a time of year when people are interested in your services? (Accounting and tax season). Are there any studies you can dig up? Is there something in the news that ties into your product? Can you turn an aspect of your business into a human interest story? (Something like fitness tips for busy people or parenting tips for single parents, etc.) Write everything down that comes into your head, even if it's silly. See if you can come up with 50 story ideas.

Now look at what you wrote. Can you find a few in there that you think would interest the media? Congratulations -- you just came up with a PR campaign.

Michele Pariza Wacek is the author of "Got Ideas? Unleash Your Creativity and Make More Money." She offers two free e-zines that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business.

She can be reached at http://www.TheArtistSoul.com

Copyright 2005 Michele Pariza Wacek

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

Vanguard

IPRA 2018: Russia, Japan, Turkey win Multiple PR Awards in Barcelona
Vanguard
In the ranking of multiple award winners among the PR agencies, Dentsu PR of Japan led with 10 awards in different categories followed by FleishmanHillard with Headquarters in the United States of America which won 6 awards for PR campaigns in Russia ...


The Holmes Report

Q3 2018: Interpublic PR Agencies Continue Growth
The Holmes Report
While Interpublic's PR firms have consistently outperformed the market in recent years, PR revenues from the group's CMG were down for the last three consecutive quarters of 2017 and the year as a whole amid the economic turbulence that gripped the ...


Forbes

Traditional Versus Digital PR: Is There A Need For Both?
Forbes
The last two decades have been a whirlwind of change. Email, social media, instant messaging -- there are now more ways to communicate with each other than ever before, and unsurprisingly, this revolution is changing the way that people consume ...


Reuters

Philip Morris stop-smoking campaign attacked as PR stunt
Reuters
“This campaign is simply PR puff,” said Hazel Cheeseman, director of policy for Action on Smoking and Health. “If they were serious about a smoke-free world they wouldn't challenge tobacco legislation around the world but instead support regulations ...
Philip Morris: Tobacco giant's anti-smoking campaign branded 'PR puff'Sky News
Marlboro-maker Philip Morris accused of 'PR puff' amid launch of £2m anti-smoking campaignThe Drum

all 83 news articles »

Vanguard

Barca boss, PRNigeria chief bag Global PR awards in Barcelona
Vanguard
The PR Campaigns for two awards received by Nigeria at the event were executed by a leading PR firm in West Africa, Image Merchants Promotion Limited which was managed by Shuaib. The campaigns were executed during the sudden five-year retirement ...


GlobeNewswire (press release)

Fortune 1000 C-Suite Survey: 96% See Their Marketing & PR Teams as “Unwilling or Unable” to Prove ROI ...
GlobeNewswire (press release)
“The Proof survey is a giant wake-up call for marketing and PR teams, and their agencies too,” said Michelle Killebrew, head of global performance marketing at CA Technologies and the company's western regional marketing leader. “This survey places a ...

and more »

NewsOK.com

'Bite the dog,' buy this book, learn PR
NewsOK.com
A friend of mine wrote a book about public relations. It is a good book. I recommend it to anyone who dares practice the art of PR. There. Whew. It took nine months for me to be able to put those words down. See, my friend has committed PR for some ...


MuMbrella

Edelman wins Danone's PR account
MuMbrella
“We ensure an insight-driven, earned-centric and social by design approach, bringing strategists, creatives, earned media, social media, digital experts and production teams together to deliver work with impact.” Earlier in the month Edelman won the PR ...


AIME appoints Eleven to PR account
MuMbrella
The Asia Pacific Incentives Meetings & Event (AIME) 2019 has appointed Eleven to handle its PR account. Working with sister agency FleishmanHillard, Eleven will drive a global PR campaign to promote the AIME event. AIME has appointed Omnicom ...


Free PR and Marketing Workshop this Tuesday at Sarasota Libraries
SRQ Magazine
“Integrating PR + Digital Marketing: From Awareness to Loyalty” is the focus of a free Success Strategies for Business Owners Meetup with a panel of subject area experts which will be held on October 23 at two Sarasota County libraries. Attendees will ...

and more »
Google News

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association... Read More

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

Hey, Mr/Ms Manager!

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

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Publicity Tips from the Pros

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

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

R.O.I. -- O.K., Heres The Deal!

You can SO measure return-on-investment for a public relations program!Try... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

How Real PR Works

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

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

How to Make A Great Press Kit ? A Musicians Guide

As an owner of an independent record label, I often... Read More

Can Your PR Do This?

Can your PR do something positive about the behaviors of... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

So Whats Wrong With Strategic?

Some folks see the word "strategic" as a needlessly tiresome... 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

Culture As A Barrier To Communication

Each of us is exposed to people from other cultures... Read More

Press Releases: Not Dead, Just Evolved

Mark Twain once said the rumors of his death had... Read More