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The Top10 PR Tips for Small
Businesses
by Jason Willett, Director of Communications, ImpactOnline
Regardless of how well your business is or isn't doing, it can benefit
from positive PR. Here's a few tips to help you generate coverage from
your local news media:
1. Tune In To The News - If you aren't already reading the local paper,
watching the local news and listening to your local radio stations, start. It's the best way to find out who covers what and determine how
and where your business can receive media coverage.
2. Call Your Local Media - Introduce yourself to an editor, reporter or
producer and invite their coverage. Newsrooms are overwhelmed with story
invitations every day, so it is very difficult for a newsperson to find
out about who you are and what you do unless you initiate contact.
3. Write & Send A Press Release - Reliable guidelines for writing a press
release are all over the Internet, and you can even pick up a few pointers from the "News" sections of corporate web sites. But before
sending the release (via email or snail mail) it's always a good idea
to make sure your recipients are interested in what you have to say.
4. Be Honest - This should go without saying, but dishonestly is
absolutely the worst possible policy for dealing with reporters. No one
is perfect, and no business is either, so don't be afraid to discuss the
challenges your business faces, and/or mistakes that you've made. Avoiding difficult questions or topics only invites closer scrutiny. Be
fair and forthcoming with a reporter, and he or she will honor you with
the same treatment.
5. Coordinate Testimonials - It's one thing to tell someone how great you
are, but it's another for a third party to compliment you. In addition
to providing the reporter with contact information for satisfied customers (with their approval, of course), consider putting the
reporter in touch with a client who may have at one time been dissatisfied with your product or service, but whose business you were
able to win back. |
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6. Follow Up - After the interview has concluded, but before the story
appears, contact the reporter and ask if there is any additional information that you can provide. If you forgot to suggest that a
corporate photo or logo should accompany the story, this is a good time
to do so.
7. After The Story Appears, Say "Thanks!" - Reporters appreciate
gratitude just like everybody else, so always remember to express your
appreciation to the writers, editors and/or producers that helped make
coverage of your organization possible. Even if your story is postponed
or cancelled, a little understanding on your part may equal a lot of
future, favorable consideration on the reporter's part.
8. Work With Your Competition - Perhaps the media isn't interested in
covering just your business, but would be interested in putting together
a piece about all of the businesses in the community that offer services
similar to yours. A little coverage for everyone is better than no coverage for anyone.
9. Make Yourself Available As An Information Resource - Should a reporter
decide not to write about you or your business, you should always offer
yourself as a resource for information that may not relate to what you
do. Reporters rely on their network of community sources. Become one,
and you will be appreciated, in all likelihood, via eventual coverage.
10. Involve Your Business In The Community - Businesses that volunteer on
behalf of charitable organizations, sponsor little league teams, etc.
already generate positive PR for themselves, and gain the praise and
admiration of everyone.
EDITOR'S NOTE: Our thanks to Jason for his insight. What these guidelines can do is help you make yourself known to your
local press, obtain some fresh media attention and-if all goes according
to plan-generate some new customers and good will for your business within the community.
Source:
The 4-Part Manager's Survival Guide,
"Bar/Nightclub Management & Marketing" , a
powerful tool for
creating traffic & increasing sales using proven marketing,
promotions & improved operations techniques.
If you have any questions on a project that you're currently working
on, or would like some input, drop us an email:
using this
convenient form.
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plan. Begin by creating a list of duties for a Sales & Promotions Manager Job
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