How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the opportunity, most businesses would jump at the chance to have a news article written about them, or to be covered by TV and radio stations.

But the chances of those stories coming to you on their own are very slim. That's why smart businesses go out of their way to create news, and bring free publicity to them. And it takes a lot more than just your run-of-the-mill press release.

In fact, blanketing every available news organization with generic releases will do you more harm than good. Do it too often, and your releases will start hitting the round file before they are even read.

Just like every other aspect of your marketing, publicity campaigns need to be targeted to be effective. Because even if you do manage to score a write up in your local paper, it won't help you much if your target customer isn't a subscriber. Find out what papers and magazines your prospect does read, what newscasts he listens to or watches, and target those.

Once you have your targets chosen, make sure you have something that will be of interest to them. Remember, you're not writing an ad for your business. You're trying to convince a reporter that you have a story she will want to cover. To do that, you need to know the outlet you're sending your release to, and what kinds of stories they consider news.

It's a rare media outlet that will care about your new product, or sale, or internal promotion ? unless you give them a good reason to. You need some kind of emotional hook that will make your story interesting to the readers/listeners/viewers.

Can you tie your product or sale to a news event? Or better yet, can you create an event of your own? Staging an unusual event or charity benefit can get you lots of positive coverage.

Don't just stop at news releases. Write articles on some new development in your industry and submit them to the publications your prospects read. Distribute ezine articles far and wide over the internet. This establishes you as an expert and gives you exposure.

When you do have an article published or a story done on you, milk it for all it is worth. Make copies and use them in your marketing. Frame them and put them up in your store if you have one. At the very least, tell people you were featured in such-and-such publication.

Publicity can be a great marketing tool. But bottom line is, you have to make it happen. And use it to your advantage when it does!

Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.

In The News:

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PR princess Montarna McDonald ties the knot at country retreat  Daily TelegraphKarl and Jasmine Stefanovic's wedding may have hogged the headlines, but there was another glitzy nuptials that flew under the radar. Sydney publicist ...
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The Most Powerful PR Firms of 2018  ObserverWelcome to the fifth volume of Observer's annual PR Power 50—which may just represent the most exciting year yet.
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Esports Orgs Take Note! This is How You Do PR  HotsPawnEpic Games made a mistake releasing the Infinity Blade - especially during the NA Fortnite Winter Royale tournament - but they owned up to the PR disaster.
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Teen charged in killing of stepfather in Pr. George’s County, Md.  Washington PostAn argument preceded the fatal shooting, police said.
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Trump says Cohen did low-level work for him, mostly PR: Fox  ReutersU.S. President Donald Trump said he made a mistake hiring longtime personal lawyer Michael Cohen years ago and that his one-time fixer did "low-level work" ...
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OnePlus Hands Smartphone PR Brief To Schwartz In Germany  The Holmes ReportMUNICH — Technology agency Schwartz Public Relations has won the consumer, B2B and corporate account for growing Chinese smartphone operator ...
ICCO World PR Report: Profits Expected To Rise In Every Region  The Holmes ReportSINGAPORE — The ICCO World PR Report 2018-2019, launched today, reveals agency heads in every region of the world are predicting increased profitability ...
MXoN Team Puerto Rico To Offer Aid to Community  Racer X OnlineThis December, Motocross of Nations Team Puerto Rico will head to Puerto Rico to offer aid and relief with the funds raised.
Why PR is finally getting a promotion  PRWeekWhy PR is finally getting a promotion. From PR Week.
What the Hell Is Going on With the Women’s March?  The CutFrom Tablet's report of anti-semitism within Women's March to the organizations botched attempt to silence journalists, what's going on with the Women's March?
Journalists think reporting good news is propaganda or PR, says Harvard professor Steven Pinker  Times of IndiaSunday Times News: It is a terrible time to be an optimist.
Camarillo public relations firm makes Top 10 rankings  Ventura County StarCamarillo-based public relations firm Marketing Maven has made the Top 10 of the latest Clutch rankings of public relations firms in four categories.
The Most Powerful Real Estate PR Firms of 2018  ObserverHere are our selections for the year's most notable PR firms in the real estate sector. Also notable: the top four firms here also appear in this year's PR Power 50.
Adidas Reviews London PR Agencies In Line With 2020 Strategy  The Holmes ReportLONDON — Adidas is reviewing its London PR agency roster with a view to consolidating duties with a smaller number of agencies, the Holmes Report has ...
Facebook's outgoing communications head reportedly takes the blame for hiring controversial PR firm  CNBCFacebook's outgoing communications head Elliot Schrage admitted in an internal memo that his team asked public relations firm Definers to push negative ...
Motlanthe Commission could be a high-level PR stunt for...  Daily MaverickThe killing of six unarmed civilians by Zimbabwe's military on 1 August, two days after polling in the country's general elections, was a huge setback for an ...
PR vote a Christmas lump of coal  Prince George CitizenThankfully, the long provincial nightmare is over. The proportional representation referendum is done and now we can all breathlessly await the results, sure to ...
How PR Guru Brandy Fons Stays Ahead In A Rapidly Changing Industry  ForbesBased in Austin, Texas, Brandy Fons, the founder of Fons Pr, has managed to survive (and thrive) in an industry characterized by its swift innovations and ...
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Rachel Gilley Leaves Bite for Clarity PR  The Holmes ReportGilley is the new UK managing director at tech agency Clarity PR after 19 years at Bite Global.
Puerto Ricans Angry Over Impending Ban On Cockfighting  NPRAs part of the farm bill, lawmakers on Capitol Hill have voted to ban cockfighting in Puerto Rico. The practice is already banned in all U.S. states, but the island ...
Real Effects Of Fake News On PR  The Holmes ReportSteering through the turbulence of the “Fake News” era is a central challenge for our industry, but with caution, courage, and creativity, we can deftly navigate ...
Lufthansa Selects Achtung To Lead Global PR  The Holmes ReportThe German agency, already the European lead for subsidiary airline Swiss, has landed the global brief.
The army’s PR Hanukkah miracle  HaaretzThe Israelis are the modern-day Maccabees, fighting - the few against the many, the weak against the strong - against the existential danger posed by the ...
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Facebook's Definers Public Affairs statement is an old PR trick  QuartzIt's a classic PR strategy: If you have bad news to deliver, drop it on the eve of a holiday, or in the middle of a massive news event. Not only will it garner less ...
Facebook policy chief admits hiring PR firm to attack George Soros  The GuardianCommunication head takes blame for hiring Definers Public Affairs as Sheryl Sandberg says antisemitism claim 'abhorrent'
How Facebook’s P.R. Firm Brought Political Trickery to Tech  The New York TimesDefiners, an import from Washington to Silicon Valley, thrived with opposition research and a fishy campaign to push Apple's C.E.O. for president.
Facebook-linked PR firm Definers pushed criticism of Apple, Google, and Bird  The VergeDefiners sought to portray Google and Apple in a negative light. The firm also pitched The Verge on a negative story about scooter company Bird, encouraging a ...
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PR: How to Turn Your Crypto Losses Into Tax Savings  CoingapeLast Thanksgiving, Bitcoin was in the middle of a bull run that would result in a record high of $19,511 just before Christmas. Now, Bitcoin is worth just $3,752.
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Amazon Studios PR Chief Craig Berman Exits Jeff Bezos Company  DeadlineAfter 14 yrs at the Seattle-based giant, the now-ex VP Public Relations & Publicity at Amazon Entertainment is looking for "something new."
PR: More Stamps Global Is the One Stop Shop for Crypto Travel  Bitcoin News"Community is about ownership and as the companies have started owning these decentralized networks of payment they are reaching out the horizon of ...
Puerto Rico ready to welcome travelers | Lifestyle | postguam.com  The Guam Daily PostHurricane Maria did a job on El San Juan Hotel, the storied property in Puerto Rico where Sammy Davis Jr., Frank Sinatra and Liza Minnelli once crooned.
Accounts in Transit: Spark Strategic Adds Flagship Healthcare Properties; Motion Rocks Gold Eagle; Beach House PR Takes Walk With Barefoot Scientist - Fri., Dec. 14, 2018  O'Dwyer's PR NewsSpark Strategic Ideas provides brand development ideas to Flagship Healthcare Properties commerical real estate firm....Motion rocks with Gold Eagle chemical ...
Paarl Rocks vs Tshwane Spartans, 4th Match - November 18, 2018 commentary - Cricket Archives  CricbuzzCatch fully commentary archive of Paarl Rocks vs Tshwane Spartans, 4th Match, Nov 18, Mzansi Super League 2018 on Cricbuzz.
Democratic state senator blasts Amazon's HQ2 as a PR scam, saying 'New York fell for it'  CNBC"I don't think it's worth providing $3 billion and setting a precedent" for other companies to pick the city's pockets, state Sen. Michael Gianaris says.
11 of the best PR campaigns and activations of 2018 (according to you)  PRWeekEach month PRWeek UK picks its top five PR and comms campaigns and asks you, our highly knowledgeable readers, to vote for your favourite. Below is a look ...
PR: Is there a future for Cryptocurrencies in the online casino industry?  CoingapeCryptocurrencies are the world's latest craze, with more and more individuals and businesses relying on them to conduct payments. People are even buying ...
Payless Shoes Becomes the Ultimate Troll in an Sneaky and Clever PR Move  Inc.Payless just pulled a great PR prank--really pulled out all the trolling stops--and took a satirical shot at influencers. Trying to market via people who have ...
Tory Mayoral Candidate Tells Sadiq Khan: Spend Less On PR And More On Police  LBCSadiq Khan must spend less money promoting himself and more on funding the police, the Conservative Mayoral candidate has told LBC.
Hurricane Maria cut the height of Puerto Rico's forests by a third  GristThe storm caused 60 years worth of natural tree-falls in just a day.
Pratt & Whitney Inaugurates New Aerospace Engineering Center in Puerto Rico  PRNewswireEAST HARTFORD, Conn., Dec. 10, 2018 /PRNewswire/ -- Pratt & Whitney, a division of United Technologies Corp. (NYSE: UTX), today announced its official ...
Calgary’s city councillors paid a PR firm to promote Monday’s ‘grassroots’ pro-pipeline rally  Toronto StarCALGARY—Council members dipped into their office budgets to hire a PR consultant to produce a series of videos and a social media campaign in support of ...
Can Rick Scott follow through on health care, Puerto Rico promises?  Sunshine State NewsTo win election to the U.S. Senate, Gov. Rick Scott promised to protect patients with pre-existing health conditions and to fight for the people of Puerto Rico.
HS Roundup: Rigby boys knock off Rocky Mountain in 5A clash  Post RegisterAt Preston, the Rigby High School boys basketball team beat Rocky Mountain in a matchup that pitted two of the best 5A teams in Idaho, 55-50.
PR: Social Messaging App DappGram Launches in New York  Bitcoin NewsDappGram, a Telegram-like app used in blockchain field was launched in New York, attracting much attention of the regional blockchain players. Users in all ...
McDonald's is a social and healthcare burden – whatever its charity PR might indicate  The Conversation - UKStepping into a McDonald's in Dublin, the front window is covered with little yellow cut-outs of children's hands. Donation boxes are displayed prominently on the ...
Congress Moves To Ban Cockfighting In USVI, PR -  VI ConsortiumThe U.S. Congress on Wednesday approved legislation that would ban cockfighting in the U.S. Virgin Islands and Puerto Rico, following a monthslong battle by ...
PR response to Tablet’s Women’s March story turns into an embarrassing disaster  Hot AirMonday I wrote about a lengthy exposé of the Women's March published by Tablet magazine. The piece featured a number of threads but I focused on the ...
Blicksilver Reps Barrack as Feds Probe Trump Committees - Fri., Dec. 14, 2018  O'Dwyer's PR NewsCrisis and financial PR pro Owen Blicksilver represents billionaire real estate developer Tom Barrack, as federal prosecutors probe whether foreign entities ...
Harvard students create plan for renewable electricity in Puerto Rico  Harvard GazetteA plan designed by a team of Harvard University students to create a reliable source of renewable, affordable electricity for a Puerto Rican community ...
Puerto Rico from Space: NASA Videos Show Aftermath of Hurricane Maria  Space.comFourteen months after Hurricane Maria wreaked havoc on Puerto Rico, causing widespread flooding and power outages, NASA researchers are still studying ...
PR: Lightning Fast Stablecoin USDX Launches Token Sale  Bitcoin NewsStablecoins have been a hot topic in 2018, and many different companies are creating cryptocurrencies for P2P payments. The USDX Wallet payment system ...
Meghan Markle fall from grace: PR expert on royal rumours, scandals  NEWS.com.auKate Middleton and Prince William's fairytale wedding in 2011 marked the beginning of a new age for England's royal family.
Public Relations Society of America names Tania Cantrell Rosas-Moreno, Ph.D., Maryland's Educator of the Year - Newsroom  Loyola NewsThe Public Relations Society of America (PRSA) has named Tania Cantrell Rosas-Moreno, Ph.D., associate professor of communication, Maryland's 2018 ...
Miss Universe 2018: Miss Philippines and Puerto Rico early favorites  CalvinAyre.comThe 67th Miss Universe competition is coming up on December 17th, and Bodog has released their odds.
You Can Still Get Tickets to Hamilton in Puerto Rico  Condé Nast TravelerThe Tony award-winning musical Hamilton is heading to Puerto Rico this January—and Lin-Manuel Miranda is going too.
Parkland’s David Hogg sends ‘thoughts and prayers' to the NRA's 'PR team’ after accused Russian agent pleads guilty | TheHill  The HillParkland, Fla., school shooting survivor David Hogg offered “thoughts and prayers” to the public relations team at the National Rifle Association (NRA) on ...
2018's biggest public relations fails  New Zealand HeraldIt's been a drama-filled year for some of Australia and the world's biggest names, with a slew of celebrities and politicians making headlines — for all the wrong ...
Women's March Flack Sends Bizarre Email In Response To Tablet Expose  The FederalistA Women's March PR flack tried to spin Tablet Magazine's expose detailing anti-Semitism and shady financial practices within the organization. She failed.
White House working as Saudi prince's PR firm: Republican senator Bob Corker  The Straits TimesWASHINGTON (AFP) - Republican US Senator Bob Corker slammed Donald Trump's statement of support for Saudi Arabia on Tuesday (Nov 20), saying the ...
Chhattisgarh PR Commissioner transferred amid sting row  All India RadioIn the midst of assembly elections, Chhattisgarh government has shifted out its Commissioner Public Relations Rajesh Sukumar Toppo - two days after ...
D.E.A. Agent in Illinois Is Charged With Helping Drug Gang in Puerto Rico  The New York TimesA former police detective in Illinois joined the Drug Enforcement Administration to help a gang of drug dealers in Puerto Rico and provided the gang with ...
Amp PR Lotion Cyber Monday Exclusive  VeloNewsPR Lotion delivers more of the bicarbonate your body naturally produces to neutralize acid, battle fatigue, and reduce soreness. More bicarbonate means the ...
Puerto Rico's New Tax Break Lures Money as Expiration Date Looms  BloombergOne of the biggest breaks created by last year's tax law sits in Puerto Rico, a hurricane-ravaged island desperate for a recovery. But some residents fear tax ...
'Tim Cook for President' and other tawdry campaigns from Qualcomm's PR bulldog  AppleInsiderDefiners Public Affairs, the PR firm Facebook contracted to sling mud at critics after the Cambridge Analytica debacle, also conducted campaigns against Apple ...
Puerto Rico is slowly recovering  The EconomistON A BALMY evening Cocina Abierta, a restaurant in Condado, a neighbourhood on the oceanfront in Puerto Rico's capital, is fully booked, as it has been most ...
Parkland shooting PR consultant criticized in Broward was recommended by Orange schools  Orlando SentinelWinter Park PR consultant Sara Brady, hired by Broward County schools in the wake of the Parkland shooting, has been blasted for a speech in which she ...
Puerto Rico's War on Its Poor  Boston ReviewPuerto Rico's War on Its Poor from Boston Review. In the 1990s, Puerto Rico showed Washington how militarized policing and privatization can extract profits ...
This Is a Test, Please Disregard - B1  PRNewswireCLEVELAND, Dec. 15, 2018 /PRNewswire/ -- This is a test from PR Newswire. This is a test from PR Newswire. This is a test from PR Newswire. This is a test ...
Arizona Diamondbacks' Josh Rawitch wins Fishel Award MLB public relations  ESPNJosh Rawitch of the Arizona Diamondbacks has won the Robert O. Fishel Award for public relations excellence in the major leagues.
Best Coquito Cocktail Recipe from Puerto Rico  EsquireCoquito is like eggnog, but better. Served predominately in Puerto Rico, where it originated, it is a rich, milky rum drink sweetened with curls of coconut cream.
Alexandria Ocasio-Cortez: I come from Sephardic Jews who fled to Puerto Rico  The Jerusalem Post - Israel News"So many of our destinies are tied beyond our understanding." Ocasio-Cortez said regarding her family lineage.
State School Board OKs near-$600000 budget for public relations services  KSL.comSALT LAKE CITY — The Utah State Board of Education has agreed to budget nearly $600,000 for strategic communications services such as public relations ...
Puerto Rico Governor Signs Bill for $2 Billion in Tax Relief  GoverningBy Luis Valentin Ortiz. Puerto Rico Governor Ricardo Rosselló signed into law on Monday legislation to provide nearly $2 billion in tax relief over five years amid ...
Public Relations Officer In PMO Dies; PM Condoles Death  NDTV NewsPublic Relations Officer (PRO) in the prime minister's office and senior journalist Jagdish Thakkar passed away on Monday.
'They threw us under the bus at every opportunity': Facebook fact-checkers say its mission to weed out fake news was a PR stunt  Business InsiderSome fact-checkers expressed dismay at the news that Facebook hired the Republican-linked PR firm Definers to smear prominent critic George Soros.
Do we have a substitute to match PR Sreejesh? asks ex-India captain  Times of IndiaHockey News: India's premature exit from the ongoing men's hockey World Cup has raised a few questions, especially on the most experienced player in the ...
Democrats pledge to use new House majority to investigate Puerto Rico’s oversight board  Washington PostA leading House Democrat is vowing to investigate the fiscal board overseeing Puerto Rico's debt crisis, arguing that its push to slash government spending ...
Striving to Adopt Solar Energy in Puerto Rico | The Takeaway  WNYC StudiosA community organization in Puerto Rico called Casa Pueblo is pushing more solar energy on the island after the devastation of Hurricane Maria last year.
New Congress, same issues for Puerto Rico | TheHill  The HillLast week, 34 members of Congress, all Democrats, signed a letter calling rethink the restructuring of Puerto Rico's debt.
Chicago's most-wanted drug lord in PR battle over consulate bombing  WLS-TVIn an unusual public relations campaign, the Mexican drug cartel run by Chicago's so-called public enemy number one is denying involvement in a grenade ...

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