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How to Win Visibility (and even get your story told in the press)


Guest articles > How to Win Visibility (and even get your story told in the press)


by: Robert Deigh


You run a small to mid-size business on a limited marketing budget. What can you do to increase your 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 specific benefits of hiring your company. Get your team using those messages for all communication. MORE

2). Court the press: Come up with 2-3 ideas for trend stories that could include your organization. Read publications that reach your prospects and look for bylines of reporters who cover your topic. Contact them.

3). Network strategically. Attend only events that feature good prospects (including the speakers) and well-connected industry peers. Skip the rest. See "Network DC" column.

4). Use social media if you are ready (and only if you have useful information to share). Learn about them even if they might not be right for you today.

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. Use an online template (e.g., this newsletter is built on or hire a designer to create a template for you.

6). Press releases. A press release is only a format -- not a medium -- but it remains a good way to structure your news. Post your releases for free on topic-specific Web sites (or on article sites such as and send them directly to your contacts and bloggers in your industry. Create your own press lists or use distributors such as Business Wire or PR Newswire. Keep releases newsworthy (focus on benefits, not features) and under 400 words.


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 He can be reached via email at, or by phone at 703-503-9321.

Contributor: Robert Deigh

Published here on: 27-Nov-11

Classification: Sales



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