Do-It-Yourself PR: The One Week Project
February 4, 2009 by Mary Ellen
“PR” – public relations – seems so BIG it can stop you cold. In the midst of running your business, doing what you do best, self-promotion can take a back seat to sales. And yet, promotion can maximize sales.
The vicious cycle of thinking about the many aspects of promoting your business leads many entrepreneurs to overwhelm, worry and finally, analysis paralysis. I worked with one artist to tackle perceptual problems and make PR a realistic part of her week. We developed this calendar:
Day One:
- Identify three print and three online targets. List your own website as #4 online. Research to discover your best contact at each target.
- Check every target’s website.
- Download editorial calendars where appropriate.
- Make a list of deadlines.
- Note the reporter covering your industry. Google them and read their work.
Day Two:
- Develop a paragraph – three to five sentences about you, your event, your reason for seeking publicity.
- Now, change this paragraph slightly for each target outlet.
- Re-write the same paragraph for your website.
Day Three:
- Prepare a background sheet about your event.
- Answer each of the five W and one H questions: who, what, when, were, why, and how.
- Edit each answer to a short bullet. Elaborate only if necessary.
Day Four:
- Contact your six targets via email.
- In a simple statement, make your request.
- Include your contact information in each email: name, phone number, email and address.
- Paste your fact sheet in below your signature line. Do NOT add an attachment to your email.
- Post your fact sheet on your website in your online media room.
Day Five:
- Evaluate your daily efforts on a scale of one to 5, with one being the strongest and five the weakest. Note where you might increase your effectiveness.
- Begin to formulate your next “story.”
- Focus on an upcoming event, product launch, anniversary or other opportunity.
- Consider why this story is of interest to each target. (HINT: Think about that target’s audience.)
Busy and overwhelm aside, get your public relations project moving with this simple, one-hour-per-day calendar plan and let me know how it works for you.
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