MEDIA AND PUBLIC RELATIONS are increasingly important areas to consider when running a business. It can help you attract new customers, raise your business profile, help attract investment and attract useful business opportunities.
‘PR’ means different things to different people, but generally it can be defined as ways of getting noticed. Traditionally this means approaching media organisations, but social and other digital media are also increasingly important.
Journalists
The key to getting your business some media attention often lies with knowing how to communicate with them.
They can be abrupt, but this is mainly because they are incredibly busy and can receive hundreds of calls and emails.
But they also want to hear your news and often like to hear from an energetic business owner with something of real interest to tell them about.
When getting in touch with reporters, it’s important to bear in mind what their needs are and the way to get them to use your company in a story is to make life as easy for them as possible.
You have to understand what makes a good news story. You might think your business is groundbreaking, but you need to have a good amount of evidence to demonstrate this if you want a journalist to write about it.
Unlike paid-for space, PR is dependent on the media thinking your story is newsworthy enough to run – so don’t offer any special deals as that just won’t work.
Businesses can be newsworthy in different ways. Anything from the launch of a new product line, to an inspiring life story, a new round of investment or a charity bike ride can all be of interest.
The right publication
It’s crucial to understand the publications you are targeting. What works for the local press might not be of interest to a trade publication or niche magazine.
A local newspaper, for instance, would take interest in thing affecting normal everyday people. This could be because your business has created new jobs, or because you are offering a new service not available in that area before.
Trade publications will be interested in how your business really stands out from its industry, and if you have a particularly revolutionary way of doing business.
Press releases are important when approaching the media. They should be a concise – no more than a page and a half of A4 – and a comprehensive summary of the story you are trying to push. Include some lively quotes, stats and figures where possible and a blurb explaining about your business at the bottom.
You or one of your senior staff could also write about a topic which you have strong experience of and establish yourself as an expert in your field.
Opinions matter and journalists are always looking for quotes to bring some life to a story. If a story relevant to your industry has just broken in the news, ring or email round media outlets which are likely to cover it and offer to comment.
When approaching the press, provide good quality images, information about your firm, product details, and career histories of your key people. This can help journalists get a quick understanding of what your firm is about.
Awards
Industry awards are an easy way to highlight your successes and get your business featured in the trade media. Just winning the award will give you more credibility and help attract the attention of journalists in the future.
Digital
Social media is a growing area of media exposure. Get on Twitter, Facebook and LinkedIn to promote yourself and create a blog.
Getting Help
If doing all this yourself seems like too much of a commitment or is too time consuming, it might be worth hiring an agency or publicist. Shop around, do your research and think about how they can meet your individual needs.