How to be a PR pro for your business
“PR, PR, PR darling, it’s the new rock and roll!”
This amusing quip was delivered by fictional PR agent Edina Monsoon in Absolutely Fabulous many moons ago, but it’s a phrase still often regaled.
But PR is not something that should be seen as a fashionable fad, or, as is often the case, a resource to invest in when things go quiet, or as a bolt-on when surplus funds allow.
Instead I’d argue: “Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad,” as Virgin’s Richard Branson once said.
PR, when done well, is a valuable tool for building a firm’s reputation and fostering customer loyalty, and it can be done with very little financial outlay – if you do it right, of course!
But, when it’s done badly, it will fail to see the light of day and be a waste of resources.
If your PR is a blatant advert, it will either go straight into the bin, see your email address labelled as spam, or reward you with a call from an advertising/sales rep.
The key to securing free media coverage, lies in whether/not your press releases are rooted in authentic storytelling and not just pure self-promotion.
The skill to getting your PR picked up by publications/journalists is to intertwine your news with self-promotion effectively – a win-win for both your company and your media target.
How do I know this? I worked in print and online journalism for over two decades.
Your PR needs to be a story a journalist or feature writer can pick up and run with. A press release that requires minimal interference with the content, no questions left unanswered – think the 5 W’s (who, what, where, when, why) – and is packaged up with a good image/s.
The key is to find a newsworthy hook that the core audience of the publication – whether general news, business news, or industry-specific – you’re targeting would find interesting and engage with.
Are you celebrating a business anniversary? What’s in your business plan? Do you hope to expand and recruit more staff in the future? Headline: “Business celebrates milestone with revelation it plans to double its workforce.”
Has your business had an impressive turnover? Headline: “CEO reveals profits have doubled as he unveils expansion plans are in the pipeline.”
Can you add your spin or perspective to a national story for a regional publication? Can you write an expert opinion piece like this? Pen an expert’s guest article on a topic of interest for a business platform? What is your business doing to stand out from the crowd in your field? What are you doing on the CSR front? Are you supporting community or charity efforts?
All are news worthy content for PR.
If you simply tweak your approach from an advert-style to an editorial stance you can reap the desired ROI for your efforts and become a successful PR pro for your business.
Remember, as English playwright Oscar Wilde, said: “There is only one thing in the world worse than being talked about, and that is not being talked about.”
A multi-award-winning journalist and founder of multi-award-winning Angel Media, Justine Halifax runs workshops for businesses (online and in person) on this topic and is also poised to release an online module. To be notified when its available, and take advantage of early bird offers, please email justine@angel-media.co.uk