Small Business PR - Where to Start
There are some simple building blocks you can use to get you on your way with small business PR. All it takes is a bit of time - time that is well worth it to get coverage in the press and media which can build and enhance your reputation. Here are five top tips to get you started.
1 Understand PR. PR is all about reputation and does cover more than just press and media relations. PR concerns how and what you communicate to clients, potential customers, suppliers, membership organization and stakeholders, among other groups. So, as well as press and media relations, it includes your online communication, publications, events, speaker opportunities - all the ways in which you communicate with your key audiences.
2 Be clear about what you want to get out of your PR efforts. Too often small businesses state that they want national press and media coverage. That's an outcome but does not really get to the root of what you are trying to achieve. You need to think about PR in a much more strategic way. PR can be used to do one of three things: create a perception; build on current perceptions; change current perceptions. Give a bit of time to which of these you actually want to achieve.
3 Be realistic. Whether you do your own PR or employ the skills and resources of a consultant or PR agency you need to be realistic about PR. The most effective PR builds up over time. If you are looking at getting coverage as a one-off then I would really question its value. It's much better to have sustained profile over time - that's how clients and potential customers come to trust you and what you have to offer.
4 Set time aside to focus on your PR. As with most issues in business you will only get out what you put in. That stands whether you are doing your own PR or outsourcing it. You need to understand exactly what journalists want - whether you are approaching them direct or leaving that to a consultant but then making an appearance for interviews. If you are working with a consultant or agency then you need to invest time to get them up to speed on your business. If it's down to you then you need to build up the knowledge, skills and experience to handle journalists confidently.
5 Ensure you have thought about evaluation before you embark on any activity.
This ties in with the earlier point. You need to know exactly what you are aiming to achieve and how you can identify whether you have achieved it. So, that requires thinking about evaluation at the start, not at the end.
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