Leverage Public Relations for Monthly Visibility
A public relations program sounds intimidating and for that reason alone, most small business owners never commit to such a thing. Their laments include “What do I have to talk about that’s new and different?” or, “How can I interest my customers in my business when I’m doing all I can to survive?” and, “There are so many other things to take care of, why should I even care?”
It’s the last sentence that gets the attention. In the rush of day-to-day commitments, one more marketing-type assignment can push a person into overwhelm. For some, two “stories” about the business is a stretch because the owner hasn’t looked at the business from a creative perspective.
One press release per month may even seem doable initially. Eight to ten months into the program without significant results it can seem like a drain of time. That may be precisely the right time to keep the pressure on. Statistics show that most of us give up too soon. It’s because of this tendency to quit that I suggest developing an editorial calendar outlining your PR focus in advance. While changes can be made, the discipline of having a plan in place prompts inspiration during busy times.
For example, July is a good time to preview the balance of the year. List each month and then note major events for that month. If there is no special event, consider a theme. One spa owner uses summer months to discuss natural herbal remedies. Her news releases for each month focus on aspects of growing and harvesting the herbs. Pictures of the garden beds accompany each story and get posted in her online media room.
An accounting firm that I know uses a canned newsletter to talk with their clients each month. Some simple rewrites and links let the administrative assistant personalize an e-message for clients and prospects. The firm acquired two new customers thanks to a particularly appropriate tax tip and a manner of presenting that said “We care.”
Another entrepreneur assigns a different department head to develop a “story” about their division. The ideas get submitted to a professional copywriter who polishes them to feature stories or case studies and the company then owns new collateral pieces. Some may become sales “one sheets” and others could get posted to the website in an online media room. Portions of the finished pieces can also be used with direct mail letters.
While these ideas may not meet a traditional view of public relations, they offer ways to communicate effectively with critical audiences important to your company. Take the time to outline ideas you could use as PR stepping stones during the rest of 2008. Download a one page pdf editorial calendar here.
Then, ask yourself: how can reframing my business present a fresh public relations perspective?
It’s the last sentence that gets the attention. In the rush of day-to-day commitments, one more marketing-type assignment can push a person into overwhelm. For some, two “stories” about the business is a stretch because the owner hasn’t looked at the business from a creative perspective.
One press release per month may even seem doable initially. Eight to ten months into the program without significant results it can seem like a drain of time. That may be precisely the right time to keep the pressure on. Statistics show that most of us give up too soon. It’s because of this tendency to quit that I suggest developing an editorial calendar outlining your PR focus in advance. While changes can be made, the discipline of having a plan in place prompts inspiration during busy times.
For example, July is a good time to preview the balance of the year. List each month and then note major events for that month. If there is no special event, consider a theme. One spa owner uses summer months to discuss natural herbal remedies. Her news releases for each month focus on aspects of growing and harvesting the herbs. Pictures of the garden beds accompany each story and get posted in her online media room.
An accounting firm that I know uses a canned newsletter to talk with their clients each month. Some simple rewrites and links let the administrative assistant personalize an e-message for clients and prospects. The firm acquired two new customers thanks to a particularly appropriate tax tip and a manner of presenting that said “We care.”
Another entrepreneur assigns a different department head to develop a “story” about their division. The ideas get submitted to a professional copywriter who polishes them to feature stories or case studies and the company then owns new collateral pieces. Some may become sales “one sheets” and others could get posted to the website in an online media room. Portions of the finished pieces can also be used with direct mail letters.
While these ideas may not meet a traditional view of public relations, they offer ways to communicate effectively with critical audiences important to your company. Take the time to outline ideas you could use as PR stepping stones during the rest of 2008. Download a one page pdf editorial calendar here.
Then, ask yourself: how can reframing my business present a fresh public relations perspective?
posted by the profitmeister at
8:56 PM
0 Comments:
Post a Comment
<< Home