Why was your company left out?
Ask yourself: what have I done to gain the attention of the media? What public relations have lit I to gain media moths for my business candles?
WHY THE TROUBLE WITH PR?
Small and medium-sized enterprises (SMEs) often neglect public relations, and then wondering why the media never called. Many SMEs consider public relations (PR) for companies such as IBM, Microsoft, big banks, automotive and beer companies or the Government.
Nonsense! PR is a cost effective marketing tool. Positive media coverage provide an SME with a much-needed boost.
Public relations spawnen 28% of sales requests, second on the advertising 39%, according a study by request handling services Inc. in San Fernando, California.
Consumers to consider advertising with a degree of skepticism. However, if you read the same message in a newspaper or magazine article, they are more inclined to obtain further information.
THEIR PRESS RELEASE AS OBJECTIVE
The best way is to reach the media write and send press releases and corresponding editors, journalist and freelance writers work for publications and broadcast outlets that reach your target audience.
Instead, describe the history or your company should tell the press release certain one or two pages, including the context for the story.
Are you an IT company with dramatically increased sales? Then they are bucking IT slowing down. Produce it will be an ecological product, which must once the Kyoto agreement is implemented?
Do you see the headlines? Database sales double in middle of IT breaking. Kyoto good for the environment and economy.
Your production site of ISO9000 certified? Perhaps, globe and mail will not cover, that the story, but it might make aligned headlines in a trade magazine on your target audience. But not tells the story will be, unless, of course, a reporter about it stumbles, or issue a press release.
Donate your hair salon, the revenue on a Saturday to a local food bank or solemn? This is a history of value to say. If you are a celebrity coming in a style have received, could write even the TV news. If you are hide your light under a bushel but media not known that you do something newsworthy.
It is up to you, any messages to detect when they occur, and then press releases by e-Mail.
Press releases are not spam, as long as you send as right target reporters and once each message.
If you are writing the release internally you can a company as Canada Newswire (http://www.newswire.ca) to distribute it or create and maintain a media - contact database and can output of your own publications. Alternatively, you can contract the writing and distribution of a freelance writer or PR firm.
PR IS NO PAID ADVERTISING
PR is not paid advertising. You control not the last message. You send your press release and hope the media will use it whole or in part, or call for more information. This happens frequently when a reporter working on a larger story about the impact of the legal, political, ecological or social/cultural changes on your industry.
If the media calling comes, you must be questions about your company and its place ready in your industry.
If the media does not bite, do not despair. It may take more than one version before you noticed the media. Timing is also important. If you are a seasonal message and you are a monthly objectives, you need your message from three or four months in advance.
While no guarantees in the world of PR, there when you tell a compelling story and send it to the right editors and journalist for the right publications, increase you your chances of a PR hit. In addition if you get a hit in the correct publication, create awareness for your products and services and customers to your door or website.
