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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The Independent Group will only succeed if PR is their central policy  The GuardianIf they are serious about fixing 'broken politics', they should join us in backing a fairer voting system, writes Women's Equality party co-founder Catherine Mayer.
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Heathrow Airport begins review of consumer PR roster  PRWeekHeathrow Airport begins review of consumer PR roster. From PR Week.
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VIDEO: PR officer collapses and dies right after press briefing - Entertainment News  SDE Entertainment NewsShe was rushed to a nearby hospital where the doctors pronounce her dead.
Why do onscreen publicists get such a bad rap?  The GuardianWhy do publicists get such terrible publicity? Some of the screen's most disreputable characters are press agents, despite being the profession best placed to ...
How Poland uses foreign lobbyists to fight PR wars and influence US policy  Center for Responsive PoliticsThe far-right Polish government has used U.S. public relations and lobbying firms to improve its public image amid charges of anti-semetism from Israel.
Mermac Ogilvy promotes Samer Abboud to regional managing director  PRWeekMiddle East communications agency Memac Ogilvy has promoted Samer Abboud to regional managing director to guide the agency's operations in Saudi ...
5 Secrets For Doing Your Own PR  ForbesWith more workers moving to freelance careers, it becomes increasingly important to understand how to promote yourself and your business. Here ...
Promoted content ad giants tell Israeli PR agencies: No more political smears  The Times of IsraelAs Likud-funded ad execs revealed to be behind anonymous stories smearing PM's rival Gantz via native advertising, Taboola, Outbrain, pledge to stop ...
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Accounts in Transit: FleishmanHillard Drives LA Auto Show PR; Warner Communications Promotes PrimeRevenue; SourceCode Signs Pindrop, Cambridge Mobile Telematics; Brandware Floats Elco Motor Yachts - Wed., Feb. 20, 2019  O'Dwyer's PR NewsFleishmanHillard has won the Los Angeles Auto Show. The Omnicom shop will lead communication services for both the consumer-focused LA Auto Show and ...
PR Awards 2019 shortlist: Which are the agencies leading the pack?  Marketing InteractiveBeing in the PR field is not easy. In fact, we dare say it is one of the hardest fields to work in and recruit for. Our journalists work with you guys day in and out, and ...
How Instagram offers unique marketing opportunities - PR Daily  PR DailyBy Jeremy Juhasz Feb. 19, 2019. SHARE. Every organization wants proof that investing in social media marketing programs goes beyond awareness metrics.
How To Align Your PR Campaign With Your Retail Strategy  ForbesNo one will know about your great product without the right PR campaign to spread the word.
Zendesk's Roopa Ramaiya joins cryptocurrency firm Luno as global head of PR and comms  PRWeekZendesk's EMEA head of comms Roopa Ramaiya has been appointed head of global PR and communications at cryptocurrency fintech firm Luno, PRWeek can ...
How To Win Journalists And Influence People - Why PR Matters  ForbesThe relationship between financial PRs and journalists is an intangible but important one. Here's how to get the most from it.
How Huawei lost its PR battle in the west  Financial TimesForeign advisers say they were ignored and undermined by Chinese management.
PR drama Flack might be one of the worst TV shows ever made  British GQFlack TV show review. The Anna Paquin-starring drama set in a London celebrity PR firm is so terrible it might just be unmissable.
UMass Launches PR Campaign For Hobey Hopeful Cale Makar Feb 19, 2019  FloHockeyA look back at the way PR campaigns have shaped past winners of the Hobey Baker Award.
Facebook's head of PR leaves amid ongoing crises  EngadgetFacebook is seemingly bouncing from crisis to crisis. It might not be happy, then, that the company's leading communications exec is heading for the exit. Rec...
Social Media marketing still fuels growth at Bend's Mazama  Portland Business JournalTechnology Association of Oregon President and CEO Skip Newberry chats with Mazama's founder on how he has grown his social media marketing business.
Longtime PR director Chase leaves Twitch  PRWeekLongtime PR director Chase leaves Twitch. From PR Week.
Rogers & Cowan SVP Shannon Barr Exits, Launches Strategic Public Relations  DeadlineEXCLUSIVE: Shannon Barr has stepped down as SVP at Rogers & Cowan and has formed Strategic Public Relations. The newly formed boutique agency will ...
A Kentucky PR firm was reportedly behind high schooler Nick Sandmann's statement on his viral confrontation with a Native American protester  INSIDERA Kentucky public-relations firm was reportedly behind the statement from the high schooler at the center of a confrontation with a Native American protester at a ...
Gulzar Dar assumes office as Director Information and Public Relations, J&K  Greater KashmirGreaterKashmir: Gulzar Ahmad Dar on Thursday assumed office as Director Information & Public Relations, Jammu and Kashmir. Dar relieved Tariq Ahmad ...
Clarins appoints new PR and digital agencies  mUmBRELLA*Cosmetic group Clarins has appointed Tailormaid Communications to handle its Australian PR and Admatic as its digital media agency.
Marshalls Seeks PR Agency To Help Elevate Brand Diana Marszalek 11 Feb 2019  The Holmes ReportThe off-price retailer is currently searching for project support, while MSL remains in place as the company's agency of record.
Creating a Sustainable PR Program in a Hits-Driven Mobile Game Ecosystem  GamasutraMobile games are a hits-driven business. This is at odds with good public relations campaigns, which thrive on consistency. Here's a brief explainer o.
Top of the List: Largest Triad Marketing, Advertising and Public Relations Firms  Triad Business JournalCheck out this week's List, ranked by number of Triad employees.
10 Steps to Create an Effective Digital Public Relations Presence  Business 2 CommunityResearch from an online newsroom survey, conducted this year, showed that journalists expect organizations to have an up-to-date, multimedia showcase of ...
Puerto Rico Open welcomes PGA TOUR for 11th annual edition  PGA TOURAfter a one-year hiatus in 2018 to host a charity pro-am for Hurricane Maria recovery, the Puerto Rico Open is now back and stronger than ever. (Kevin C.
Ogilvy UK Hires Matt Buchanan As Head of PR & Influence  The Holmes ReportBuchanan joins from One Green Bean to take on the new role of leading Ogilvy's PR capability in London.
Hurricanes create natural climate change labs in Puerto Rico  Fox NewsThe hurricanes that pounded Puerto Rico in 2017, blasting away most of its forest cover, may give scientists clues to how the world will respond to climate ...
Pr. George’s firefighter rescues man from burning car — twice  Washington PostDonald Fletcher Jr. was on his way home from work when he noticed a ball of fire glowing in the distance. It was about 7 p.m., and Fletcher, a battalion chief for ...
Breakfast Briefing: Southwest Airlines apologizes for spate of cancellations  PRWeekSouthwest Airlines took the unusual step of apologizing to customers on Tuesday evening after a spike in cancellations and delays in the past week.
PGA Tour players excited to return to Puerto Rico  Golf Channel7 major champions are in the field as the PGA Tour returns to Puerto Rico for the first time since Hurricane Maria.
PR Council Awards Five Minority-Owned Firms Fellowships  The Holmes ReportNEW YORK — As part of its effort to boost diversity throughout the industry, the PR Council has awarded fellowships to five minority-owned firms, giving them ...
Microsoft lampoons Office 2019 in PR pitch for Office 365  ComputerworldMicrosoft is now slamming its own software, portraying Office 2019 as a second-class software suite when pitted against its rival...Office 365.
PR: MoneyToken Is Launching Its Own Exchange - in Collaboration With Huobi Cloud  Bitcoin NewsMoneyToken, one of the leading global crypto-lending platforms offering crypto assets-backed loans, has announced the launch of their new MoneyToken ...
PR: trade.io Enables Purchase of Cryptocurrencies With USD and EUR  Bitcoin NewsMonday, February the 4th, 2019, Hong Kong, Crypto exchange trade.io has announced a partnership with payment processor Simplex, enabling clients to ...
Turkey between terrorist coup and PR putsch  United World InternationalAfter the unsuccessful coup attempt in 2016, things became much more difficult for the liberals and globalists seeking regime change and destabilization in ...
Northern Hills superintendent helps school in Puerto Rico  KotatvOnly 5 months ago, Hurricane Maria, a stage 4 storm rocked Puerto Rico. It was the strongest hurricane to make landfall in 85 years. Numerous families were ...
Zuma's nudge nudge, wink wink nuclear meeting with Pr...  Daily MaverickFormer finance minister Pravin Gordhan allegedly warned then president Jacob Zuma that unless done properly, a nuclear deal would make the arms deal ...
PR: Smartrade Launches Cryptocurrency Exchange  Bitcoin NewsFixed fees, hundreds of USD trading pairs, world class security BURLINGTON, Ontario Smartrade announces the launch and growth of their comprehensive ...
Nike ‘working to identify issue’ after Duke star Zion Williamson sprains knee when shoe bursts open  Fox NewsIt's got to be the shoes. Nike is “working to identify the issue” after Duke freshman Zion Williamson had his shoe burst apart mid-game Wednesday, forcing the ...
Campos: Puerto Rico feeling normal again after hurricane  PGA TOURIn 2018, the Puerto Rico Open was turned into an unofficial charity pro-am event to raise money for hurricane recovery efforts. (Kevin C. Cox/Getty Images).
PR: aXpire.io Updates - AXPR HODL Initiative and CoinExchange.io Listing  Bitcoin NewsaXpire.io is proud to announce the launch of its AXPR Prime program, which is a loyalty program for HODLERS of at least 250000 AXPR. Members of the ...
Darren Soto targets unspent federal aid to boost Puerto Rico's hurricane recovery  Orlando SentinelFlorida Rep. Darren Soto is leading a Congressional effort to address delays from federal agencies in paying the Puerto Rican government for most of the ...
Thomson Wins Mile in PR Time at Bulldog Invite  GoMocs.comBIRMINGHAM, Ala. --- University of Tennessee at Chattanooga runner Kennedy Thomson took first in the women's Mile Friday at the Samford Bulldog ...
Public Relations Officer job with 1Life Production | 389581  mediabistro.comPublic Relations Officer in New York , Experienced (Non-Manager), Social Media, Marketing & Communications with 1Life Production. Apply Today.
Madrid launches PR campaign ahead of Catalan separatist trials  Financial Times'This is the real Spain' advert aims to combat disinformation from secessionists.
Covington Catholic's Nick Sandmann Hired Public Relations Firm  JezebelOn Saturday, students from Covington Catholic were widely criticized after video was posted that showed them in MAGA hats mocking and harassing Nathan ...
Sean McGorty Runs PR (13:21), Hits World Standard in First Race with Bowerman TC in Boston  LetsRun.comBy Jonathan Gault February 8, 2019. BOSTON — Before the serious racing gets going at tomorrow's NYRR Millrose Games, a few members of the Bowerman ...
Final IRP Proposal for Puerto Rico Calls for ‘Mini-Grids’ and Rapid Solar and Storage Deployment  Greentech Media NewsThe Puerto Rico Electric Power Authority (PREPA) this week filed a final draft of its 2019 to 2038 Integrated Resource Plan (IRP), which calls for big deployments ...
The Mountain Proved He's the World's Strongest Man, Again  Men's HealthHafþór Júlíus Björnsson, who plays The Mountain on 'Game of Thrones,' hit a new deadlifting PR of 472 kilograms, or 1041 pounds.
Power Rankings: Puerto Rico Open  PGA TOURIt's been a long two years since the last Puerto Rico Open. Six months after D.A. Points secured victory in March of 2017, Hurricane Maria decimated the U.S. ...
Justo brushes off Swiss probe as a 'PR move'  MalaysiakiniSwiss national Xavier Andre Justo, who is being investigated by the authorities in Zurich for economic espionage related to 1MDB, has described the probe as a ...
Hamilton Helps Raise $14 Million for the Arts in Puerto Rico  FortuneLin Manuel Miranda's reprisal in the title role of Hamilton last month help raise more than $14 million for the arts on the island. The Tony Award-winner partnered ...
Q4 2018: Interpublic PR Agencies Continue Growth  The Holmes ReportInterpublic's PR group's revenues had growth for the third consecutive quarter during the three months ending Dec. 31.
Leaky child-tracking smartwatch maker hits back at bad PR  The RegisterKids' smartwatch-pusher Enox, whose Safe-KID-One watch was pulled by the European Commission, has hit back against the bad PR – with some rather ...
White House spokeswoman leaving to join PR firm | TheHill  The HillWhite House deputy press secretary Lindsay Walters will leave her role in the coming months to take a job with a public relations company, the White House ...
10 Of The Best Airbnbs In Carolina, Puerto Rico  HuffPostAirbnb bookings in Carolina, Puerto Rico, have increased more than 600 percent from 2018.
PCOO officials' Europe trip a 'desperate PR stunt' — rights group  Philippine StarA local rights group on Tuesday criticized the government's move to send Presidential Communications officials to Europe to clarify issues in the Philippines, ...
Spectrum To Offer New, Innovative Video Service 'Spectrum TV Essentials' To Spectrum Internet Customers  PRNewswireSTAMFORD, Conn., Feb. 20, 2019 /PRNewswire/ -- Charter Communications, Inc. today announced that it will launch Spectrum TV Essentials, an innovative ...
Puerto Rico officer fatally shot during undercover operation  Police NewsThe officer was shot during a drive-by outside of a local business.
PR firm suspends ties with Gordon Campbell pending U.K. sexual assault investigation  CHEKPublic relations firm Edelman says it's suspending its consulting arrangement with former B.C. premier and former high commissioner to the U.K. Gordon ...
Hedge Funds See Windfall From Bets on Puerto Rico After Storm  BloombergIn late 2017, while Puerto Rico was reeling from Hurricane Maria, the government's bonds went into a free fall as Wall Street speculated that much of the ...
Puerto Rico's Utility PREPA Plans To Divide Island Into Renewable Energy Microgrids  ForbesAfter the catastrophe caused by 2017's Hurricane Maria, many Puerto Ricans were left without electricity for months. Now, the Puerto Rico Electric Power ...
Vatican child abuse summit: is it more than a PR exercise?  ABC LocalWith survivors already deeply sceptical, a summit to tackle the clerical sex abuse crisis in the Catholic Church is starting at the Vatican tonight.
Puerto Rico's St. Regis Bahia Beach Resort Makes A Comeback With A Fresh New Look  ForbesWhen we talk about tourism, we are in a position where Puerto Rico is open for business.”--José Torres, general manager, St. Regis Bahia Beach Resort.
Georgia Tech Shares Title at Puerto Rico Classic  Georgia Tech Official Athletic SiteRio Grande, Puerto Rico – Luke Schniederjans fired a 4-under-par 68, and Andy Ogletree completed his best career performance with a 71 Tuesday, and No.
Investors May Skip Puerto Rico Without 'Opportunity Zone' Guarantee  Bloomberg TaxPuerto Rico could lose out on investors looking to funnel money into real estate projects on the island, if a bill to lock in the new incentive goes nowhere.
If You're an Indie Act in Puerto Rico, This Summit Will Teach You All About the Music Business  RemezclaThis two-day conference will give you the resources you need to make it in the music industry.
Dorset company helps supply power in Puerto Rico  Bennington BannerDORSET — Grassroots Solar of Dorset, which has provided solar panels and expertise to Puerto Ricans recovering from Hurricane Maria, is extending its ...
Local shelter director returns from Puerto Rico mission  Turn to 10Forever Paws Animal Shelter in Fall River is currently home to nearly a dozen kittens that were rescued from Puerto Rico in the aftermath of Hurricane Maria.
Inside John Bolton's Month-Long P.R. Campaign Against Venezuela's Government  TIMETo hear it from National Security Advisor John Bolton, it's time for America to launch all measures short of war to push Venezuelan President Nicolás Maduro ...
Visiting Puerto Rico, and Finding the Up Beat  The New York TimesOn the first stop of his yearlong journey, the 52 Places Traveler makes it his mission to get off the beaten path and into the island.
Ryan Adams' PR team allegedly had negative comments removed from a Phoebe Bridgers interview  The A.V. ClubThe New York Times' reporting on the abuse allegations of seven women against Ryan Adams has prompted a number of statements from those in the ...
Puerto Rico solar customers score a win in fight over 'abusive' contracts  Energy News NetworkThe oversight agency affirms that consumers can turn to it to claim their rights and orders the Texas corporation to establish a protocol to disclose complete ...
China's 'ham-handed' PR moves hurt its global image  Nikkei Asian ReviewTAIPEI -- Over the past 20 years, China has leveraged its economic growth and practiced deft diplomacy to craft an image as a responsible member of the global ...
The PR machine which is defaming the Vatican  MercatorNetA British publisher stands to make a motza from a book claiming that 80% of Vatican clerics are gay.
Hemp, Inc. Celebrates Emerging Hemp Program in Puerto Rico as CEO Scouts Land for Hemp Growing Eco-Village and Other Hemp Growing Partners  GlobeNewswireSpring Hope, NC, Feb. 19, 2019 (GLOBE NEWSWIRE) -- via NEWMEDIAWIRE -- Hemp, Inc. (OTC PINK:HEMP), a global leader in the industrial hemp industry ...
'More about hope': former Fredericton principal helps rebuild school in Puerto Rico  CBC.caFormer Fredericton principal John Hamilton is sharing his experience of helping rebuild a school in Puerto Rico. The school was destroyed by Hurricane Maria.
Georgia Tech Takes Lead at Puerto Rico Classic  Georgia Tech Official Athletic SiteRio Grande, Puerto Rico – Sophomore Noah Norton led the way with a 3-under-par 69 and is tied for first place individually, while No. 4 Georgia Tech paced the ...
Cruise ship crashes into pier in Puerto Rico  Sky NewsNorwegian Cruise Line says the crash was caused by prevailing winds, which drove the ship into two mooring points.
HUD acknowledges recent shutdown slowed pace of recovery aid to Puerto Rico | TheHill  The HillThe Department of Housing and Urban Development (HUD) acknowledged in a letter to Sen.
Puerto Rico wins court approval for sales tax-backed debt restructuring  CNBCA U.S. federal judge on Monday approved a plan to restructure $17 billion of debt from Puerto Rico's Sales Tax Financing Corporation, known as COFINA, ...
Why It's Time To Rediscover Puerto Rico  ForbesWhile global warming, and its resulting devastation, is real, there is another side to the story. This other part involves the human spirit and its resiliency. We saw it ...

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