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Six PR Tactics You Can Use TODAY to Win Visibility
Guest articles > Six PR Tactics You Can Use TODAY to Win Visibility
by: Robert Deigh
Whenever I speak to civic or business groups about public relations, I am almost always asked what a small businesses on a limited budget can do immediately to increase its visibility. Here are five proven PR tactics you can use today to stand out from the crowd:
1). Get on message. Write a half dozen compelling statements that address the specific benefits of hiring your company. Get your team using those messages for all communication (Web site, press releases, sales and marketing materials, media interviews, presentations, proposals and even the way in which the receptionist answers the phone). Unified and focused messages are powerful tools.
2). Court the press: You can start slowly; make a list of two or three trend stories that could include your organization. Pick publications that reach your prospects and look for bylines of reporters who cover your topic. Contact them with 1) the story idea and 2) the names of a couple of experts (in your company or among your clients) who can speak to the trend. Be persistent but make sure you have a real story to tell.
3). Network strategically. Attend events that are most likely to feature good prospects (including the speakers) and well-connected industry peers. Skip the rest. See links below for examples of good business-related organizations.
4). Use social media if you are ready (and you want to share useful information). Don't be daunted by blogging, Facebook, Twitter and podcasting. They are just tools. Learn about them even if they might not be right for you today. Many professional organizations conduct seminars and Webinars on using social media. For starters, go to www.Technorati.com and read others' blogs to see how it's done. Using social media helps increase visitation to your Web site by creating fresh content that search engines will latch onto (if you send out a blog, for example, be sure to provide a link back to your Web site).
5) Be the media. For now, sending a short, monthly e-newsletter with useful information might be all the social media you need -- and a good way to make sure contacts remember you. Google "email marketing" to find inexpensive, template-based, e-newsletter tools. (e.g., this newsletter is built on www.constantcontact.com) or hire a designer to create a template for you.
6). Press releases. Rumors about the death of the press release are very premature. A press release is only a format -- not a medium -- and still a good way to structure news. And thanks to the Web, releases can go out to many more audiences than just traditional press. Try posting your releases for free on topic-specific Web sites (e.g, in www.ezinearticles.com) and send them directly to your contacts, and to bloggers in your industry. You can create your own press lists, buy lists, or use release distribution services such as Business Wire or PR Newswire. Some Web-based services are free but coverage is spotty. Try www.free-press-release.com and www.prnewsexpress.com. Keep releases under 400 words and make sure they are newsworthy (focus on benefits, not features). Regular distribution of good releases will build your online presence and credibility in addition to winning media coverage.
Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at www.rdccommunication.com. He can be reached via email at firstname.lastname@example.org, or by phone at 703-503-9321.
Contributor: Robert Deigh
Published here on: 03-Jan-10
Classification: Communication, PR