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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UST Global appoints Tinu Cherian Abraham as Group Manager, PR & Media Relations  Exchange4MediaIn his second stint with UST Global, Abraham will lead PR for the company in India and globally.
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Why brands aren't looking for the next Grumpy Cat  PRWeekWhen a pop culture icon passes away, the news media races to publish obituaries. Hollywood celebrities and fans react with tributes on social media.
Shopee Singapore names new PR partner  Marketing InteractiveShopee Singapore has appointed AKA Asia as its PR agency, following a pitch. Effective immediately, the appointment is for a period of one year. AKA Asia has ...
Federal aid for Puerto Rico, if passed, could spark rebuild  The CT MirrorThe United States Senate has passed legislation that would provide Puerto Rico with more disaster relief money. But its ultimate passage has been delayed.
PR: ACD Launches Coin Buy Back Project  Bitcoin NewsACD's new exciting project is the brainchild of Bitcoin.com's CEO Roger Ver and ACD's CEO Yasuhiro Sonoda. ACD has decided to start the "ACD Coin Buy ...
Man found dead in Pr. George’s was killed, police say  Washington PostThe man was found suffering from head trauma early Wednesday in College Park.
PR agencies snub Royal Brunei Airlines pitch over controversial LGBT laws  PRWeekPR agencies snub Royal Brunei Airlines pitch over controversial LGBT laws. From PR Week.
Nike Pulls Its ‘Puerto Rico’ Air Force 1 Low Sneaker Amid Controversy Using a Panama Design  Footwear NewsNike has pulled its forthcoming 'Puerto Rico' Air Force 1 Low due to the use of a print that originated from the Guna people of Panama.
Steak-umm wants to get 'even more personal' on YouTube  PRWeekSteak-umm isn't quite done with Twitter, but it sees YouTube as the next big frontier for "humanized and relatable" brands. The brand launched the "Thoughts of ...
Hayfield plans rapid expansion with new national PR manager  PRWeekHayfield plans rapid expansion with new national PR manager. From PR Week.
EazyDiner awards PR mandate to 80-dB Mavericks  Exchange4MediaFounded by veteran hotelier, Kapil Chopra, EazyDiner is on a mission to build an eating-out reality to cater to India's changing paradigm.
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Woman is first to play in PR men's league  MLB.comBaseball history was going to be made, so one thousand fans piled into Utuado's Estadio Ramon Cabanas, the modest stadium in the central part of Puerto Rico ...
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Why You Must Visit The Hidden Side Of Puerto Rico: Rincón, Guánica And Ponce  ForbesJourney beyond San Juan and find out why celebrities and filmmakers are making the magical southern coast of Puerto Rico their new favorite destination.
FEMA Official Probed Over Puerto Rico Power Restoration  The Wall Street JournalA FEMA official who oversaw reconstruction of Puerto Rico's electrical grid is under investigation by a government watchdog over allegations she steered work ...
PR: Bitcoin.com and Cred Partner to Offer Lending and Borrowing  Bitcoin NewsSAN FRANCISCO and TOKYO-- Bitcoin.com, the leading source for Bitcoin information with over 4 million Bitcoin wallets, and Cred, the leading provider of ...
Will Arnett's new girlfriend is named as PR director Alessandra Brawn after spotted kissing  Daily MailThe Arrested Development star has reportedly been dating New York-based businesswoman Alessandra Brawn for several months, a source told Us Weekly ...
New Spotify feature turns your favorite songs into recipes  PRWeekSpotify and J. Walter Thompson Brazil have created a way to turn the platform's 44 million tunes into recipes. Flavor of Songs, a campaign for Brazilian cookware ...
Senate approves disaster aid with $1.4 billion for Puerto Rico  Vox.comAfter six months of fighting, the Senate has finally approved a deal on disaster aid, green-lighting $19.1 billion in relief to millions of Americans who have been ...
Tosh Rock stepping down as Pink Dot SG ambassador: The right PR move?  Marketing InteractiveA day after Pink Dot SG unveiled its new ambassadors for this year's event, Ah Boys to Men actor and local rapper Tosh Rock copped flak from netizens for his ...
More PR, less change: The impact of the Beti Bachao Beti Padhao scheme in one Rajasthan district  The CaravanThe Beti Bachao Beti Padhao scheme has not delivered on actual metrics on the ground in Hanumangarh district in Rajasthan.
From cardboard factory to the kantei? Yoshihide Suga gets PR makeover as rumors of PM bid soar  The Japan TimesUnsmiling, tight-lipped and at times appearing heavy-handed, Chief Cabinet Secretary Yoshihide Suga was never exactly the type of politician the public wou.
Facebook totally blew its own 'we banned the bad guys' PR stunt  Boing BoingFacebook says the ban rollout took longer than planned.
Man saves Virginia man’s life while vacationing in Puerto Rico  WTKR News 3Charlie Dickman and his family have vacationed in Puerto Rico several times within the past decade, but none may have been as memorable as their last in ...
Dustin Lance Black says buggy story at Tom Daley dive is ‘PR spin’  PinkNewsDustin Lance Black, husband of Tom Daley, has hit out at British Swimming, and said a statement the organisation released yesterday about him is "PR spin."
How this stylish Irish PR pro gets dressed for work and fun  image.ieFor Victoria Lennon, her mum's life-long obsession with fashion has definitely rubbed off.
Senate Democrats ask NRA execs, PR firm for documents related to alleged self-dealing  Washington PostMembers of the Senate Finance Committee are asking Wayne LaPierre, Oliver North and Ackerman McQueen to turn over documents.
Fact Check: Trump's Misleading Puerto Rico Aid Figures  TIMEPresident Donald Trump is sticking to his claim that Congress gave Puerto Rico $91 billion in aid money. Here's why his claim is misleading.
Government accused of running a climate emergency 'PR exercise'  Manx RadioRamsey member doubts CoMin's commitments. An MHK has slammed the government's approach to climate change calling it an 'exercise in good PR'. Tynwald ...
Erika Brown Swims PR in 100 Free, Becomes 4th-Fastest American This Season  SwimSwamBrown improved on her previous best tine of 54.52, going 54.36 in the 100 free at the 2019 Atlanta Classic.
Harley Davidson India appoints Imran Qadri as Head of Marketing & PR  Exchange4MediaQadri was earlier associated with Nissan Motor Corporation where he was the Head of Marketing Communications for its brand Datsun India.
Why digital PR is essential for brand awareness objectives  The DrumI want to get my brand noticed. This is the core objective behind the vast majority of marketing activities; yet in 2019 standing out from the crowd is becoming ...
The birth of Baby Sussex has been a royal PR triumph  New StatesmanBut we shouldn't miss the opportunity to challenge the system he represents.
How Cuban Chinese refugees in Puerto Rico built a life on ice cream  San Francisco ChroniclePuerto Rican food doesn't always look like its greatest hits. Puerto Rican food can look like empanada de jueyes, a flat dough disc seasoned with achiote and ...
Congress, White House move disaster relief for Puerto Rico, US States and Territories  NationofChange"Millions of Americans are suffering and this disaster relief plan is urgently needed."
Justice PR Ramachandra Menon Sworn In As Chief Justice Of The Chhattisgarh HC  Live LawJustice PR Ramachandra Menon was Monday sworn in as Chief Justice of the Chhattisgarh High Court. Governor Anandiben Patel administered him the oath of ...
Controversial Billionaire Alki David Talks Looking to Puerto Rico for Hemp Farm  Rolling StoneAlkiviades “Alki” David, the Coca-Cola bottling billionaire and hologram concert producer for deceased stars, has found a new profession: walking cause célèbre ...
Police took at least 7 years to charge Singapore PR for money laundering  The Online CitizenIt was reported on Thu (16 May) that Singapore PR, Amos Paul Gabriel, who is a Nigerian was sentenced to three years' jail and fined S$4,200 for money ...
Journalists up in arms against Dhenkanal District Information & Public Relations Officer  Odisha Television Ltd.Dhenkanal: Hundreds of journalists of Dhenkanal district gheraoed the district information & public relations office demanding the transfer of the district ...
Get PR personnel to speak for you – Joyce Mogtari advises EC  GhanaWebSpecial Aide to former President John Dramani Mahama, Joyce Bawa Mogtari, wants the Electoral Commission (EC) to consider engaging public relations ...
Businessman donates $100 million to help Puerto Rico  CNNBusinessman and philanthropist Orlando Bravo is donating $100 million to fund humanitarian efforts in Puerto Rico.
Biggest Muni Junk-Bond Fund Plows In as Puerto Rico Debt Rallies  BloombergThe biggest buyer of muni junk bonds is big on Puerto Rico.
Disney Vet Kevin Brockman to Head PR for WarnerMedia  Hollywood ReporterSeasoned PR veteran Kevin Brockman, who left Disney at the end of January following a 22-year run, has been appointed executive vp global communications ...
Puerto Rico Got Rid of Its Coal Ash Pits. Now the Company Responsible Is Moving Them to Florida.  Mother JonesThis story was originally published by Grist and is shared here as part of the Climate Desk collaboration. This past January, Itiba De Jesus moved to St. Cloud, ...
Puerto Rico Adopts New Climate Law, With Goal of 100 Percent Renewable Energy By 2050  Yale Environment 360Puerto Rico Governor Ricardo Rosselló signed into law a new climate change initiative that calls for the island to reduce its carbon emissions 50 percent in the ...
PR: CoinDeal – Premier League Sponsor Ready for New Challenges in US Market  Bitcoin NewsLast season in the Premier League brought a huge success for the both teams – Wolves and CoinDeal. The crypto exchange, thanks to this brave marketing ...
The Miss Puerto Rico of Greater Hartford Cultural Pageant held in Hartford Saturday  WTNH.comThe 2019 Miss Puerto Rico of greater Hartford Cultural Pageant took place in the Capital City Saturday.
Puerto Rico promises tax breaks in attempt to lure 'family offices'  New York Post Puerto Rico is coming after one of your lucrative industries — the ultra-high net-worth financial advisory business, also known as “family offices.”
Fernández-Fernández: Argentine pair launch pr...  Taiwan NewsBUENOS AIRES, Argentina (AP) — With a message of unity, former Argentine President Cristina Fernández and running mate Alberto Fernández kicked off their ...
Flywire Appoints CCgroup As UK Public Relations Agency  The Holmes ReportLONDON — Payments company Flywire has appointed B2B technology agency CCgroup to lead its public relations efforts in the UK, after a competitive pitch.
House Approves Disaster Relief and Puerto Rico Aid Over Trump’s Opposition  The New York TimesThe House again passed a massive bill to help the victims of floods, hurricanes and tornadoes, but President Trump's opposition to Puerto Rico relief could ...
Amazon appoints Suruchi Jajoo as Manager, Public Relations  Exchange4MediaPrior to this role Jajoo was working as Director of Strategic Initiatives, Gutenberg LLC..

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