Digg it UP - PR: The Wildcard Marketing Strategy

When thinking of public relations, many things may come to mind, like: Sweaty palms as you pick up the phone to try and convince a reporter how great your business is; getting writers block while trying to write a press release about your company; countless hours of faxing your story to hundreds editors just to find out that your piece did not make it to print.

However, public relations does not have to be such a daunting effort. If done right, public relations can also bring rewarding thoughts to your mind, like: The constant ringing of phones in your office of people interested in your products or services; gaining credibility and becoming a leading expert in your industry; or thousands of people learning about your company in a matter of days without costing you a dime!

This is the type of public relations that every business owner should strive for. First of all, let's analyze the true meaning of public relations. The Webster dictionary defines public relations as "Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea." Sounds easy enough, right? Well, if that's the case then why do so many companies struggle with implementing effective PR campaigns?

Most small business owners think that public relations is too time consuming of an effort. This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not discourage you from doing it. It is just a matter of prioritizing your goals and leveraging the resources that you do have available to take advantage of what is an invaluable marketing tactic. Now that we have established the importance of PR for your business, here are a few tips to get you started in the right direction:

1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. Shamelessly promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying self-promoter that won't stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:

What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is "No", then it is time to adjust your story until the answer is "Yes".

2. Match your target audience with the right media channels. If your company's main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.

Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.

After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source.

This is the type of public relations that every business owner should strive for. First of all, let's analyze the true meaning of public relations. The Webster dictionary defines public relations as "Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea." Sounds easy enough, right? Well, if that's the case then why do so many companies struggle with implementing effective PR campaigns?

Most small business owners think that public relations is too time consuming of an effort. This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not discourage you from doing it. It is just a matter of prioritizing your goals and leveraging the resources that you do have available to take advantage of what is an invaluable marketing tactic. Now that we have established the importance of PR for your business, here are a few tips to get you started in the right direction:

1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. Shamelessly promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying self-promoter that won't stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:

What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is "No", then it is time to adjust your story until the answer is "Yes".

2. Match your target audience with the right media channels. If your company's main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.

Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.

After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source. Executives and Elevators: Perfecting That Pitch
If you’re an executive, you probably already know the value of a powerful ‘elevator pitch’; that thirty second dazzling display of verbal brilliance designed to deftly sum up your position, your product, your qualifications or your company. You also know just how tough it is to master the art of explaining your “unique selling proposition” in the time it takes an elevator to travel the length of a tall building. You know your business, product, service or issue well, but where do you begin in explaining it to someone else? What do you highlight? What do you leave out? Whether you’re seeking votes, customers, a job, a partnership, or simply understanding, you have to know what to say and how to say it when faced with the opportunity to mee so many companies struggle with implementing effective PR campaigns?

Most small business owners think that public relations is too time consuming of an effort. This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not discourage you from doing it. It is just a matter of prioritizing your goals and leveraging the resources that you do have available to take advantage of what is an invaluable marketing tactic. Now that we have established the importance of PR for your business, here are a few tips to get you started in the right direction:

1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. Shamelessly promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying self-promoter that won't stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:

What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is "No", then it is time to adjust your story until the answer is "Yes".

2. Match your target audience with the right media channels. If your company's main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.

Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.

After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source. Media Tips From Your PR Doctor For Effective Electronic Media Interviews
Have you ever been interviewed by the electronic media. Have you ever declined an interview because you felt totally fearful and uneasy on TV or radio? Have you been interviewed and then wished you would have had the benefit of some tips to prepare for and deliver a more effective interview? Well, I want to offer you another set of tips or as I like to call it – another prescription from your PR Doctor – to use for your next interview opportunity.A Prescription For Effective TV Interviews:1. Prepare for the interview by developing some quotable quotes that are succinct, memorable and to the point.2. Prepare key messages to use and bridge back to your key messages when answering questions during the interview.3. Thiy promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying self-promoter that won't stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:

What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is "No", then it is time to adjust your story until the answer is "Yes".

2. Match your target audience with the right media channels. If your company's main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.

Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.

After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source. The Key To Landing an Interview
Finding a job is one of the most stressful situations one can find oneself in. If you are looking to land your first position it can be very intimidating. You have no idea what to expect. Your resume can seem thin and you don’t have many networking contacts.That’s not to say that it is not equally difficult to find a new job for the seasoned professional. Explaining a layoff ( or termination) or time off between jobs can be hard and sometimes embarrassing. Having the resources to cover time off between positions is hard for anyone. Finding a good position is the number one goal of anyone looking to find work.There are many more people looking for good jobs then there are positions available. If you are looking for a position, it main customer base is women in their 30s, then you probably don't want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan - targeting the right media channels.

Even if you were to get exposure in these "A List" publications, it doesn't necessarily mean that you will get the same results than if you had a write-up in a more targeted publication that focuses specifically on Human Resource issues.

After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source.

3. Have a spokesperson or PR firm represent your company. So let's assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone at your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so - they have deadlines to fulfill! The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.

4. Take advantage of your opportunities when they present themselves. PR results do not happen overnight. You must be patient and persistent. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in! So do not forget to include your company information including a 1-3 line sentence describing your company, author byline (if applicable), and a URL of your web site. Media professionals will sometimes forget to include this information so it is your job to include it in your press release, articles, or interview. If you have a welcoming relationship with your media contact, see if you can check the article before it goes to print. If you are doing a talk show, make sure they mention your company name and/or web site on the bottom of the television screen.

5. Follow up with your contacts. Now that you have received press, do not forget to thank the reporter or editor who wrote it. Maintaining solid relationships is essential to the success of your PR campaign. Taking a reporter out to lunch or dropping them a kind note every now and then doesn't hurt either.

In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Companies need to have either an in-house or third party person dedicated to PR, at least on a part-time basis. This person needs to be the champion of the company, products or services, in a tireless fashion. Don't forget that your number one goal is to get in front of your target audience. In your next marketing plan review or initial development of one, make sure to give PR serious attention and the resources necessary to implement a long-term PR strategy.

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