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The truth about PR: A Q&A with a senior PR consultant

Written by: Sarah O'Brien

Article Overview: As a consultancy that offers services to small-medium businesses, we are continually exposed to business owners’ opinions and perceptions regarding public relations (PR). It still amazes us that many small businesses don’t fully understand what PR is and how they can use a PR strategy to their advantage – so we’ve made it our mission to get to the bottom of some of the most common misconceptions when it comes to small business PR.

The truth about PR: A Q&A with a senior PR consultant

Editor: Do you think many small businesses are aware of PR as a concept?

Katie (senior PR consultant, Square One PR): We are seeing a huge increase in the number of small business looking at PR, so the word is definitely spreading. More and more small businesses are seeing their competitors in the newspaper and on TV and saying – ‘I want a piece of that’. Usually, if a business’s owner has come from a large corporate organisation, then they will have an understanding of PR’s capabilities – though they often believe that the media won’t have the same level of interest in a smaller business, which is not true. Most of the time, PR is confused with advertising and paid editorial (advertorial). Some people also believe that PR is simply sending out media releases to a whole bunch of newspapers – but it is so much more.

Ed: So are media releases still important in PR?

Katie: Absolutely, they are still a valuable part of PR strategy. But the research required to put a quality media release together, the creation of a targeted media list and pitching the right story to the right media outlet are just as important. Personally contacting the media, creating events and concepts that they will find appealing and staying up-to-date with things happening in your industry (and looking for opportunities to contact a journalist to suggest a comment) are also essential.

Ed: What kind of mistakes do you see small businesses making when it comes to media releases?

Katie: There are three main mistakes.

1. Having unrealistic expectations and warped opinions of what is actually newsworthy about their business. When it’s your own business, it’s very easy to get excited about it – it’s your baby, you’re proud of every achievement (no matter how small) and you believe that you’re business is different from everyone else’s and that the world should want to know all about it. While this is probably true, and the enthusiasm is great, the fact is the world doesn’t really care about the self-promoting rantings of a business owner. They care about themselves; how they will entertain themselves on the weekend, how they can be healthier, what present they will buy their mum for Mother’s Day etc. Finding ways to creatively tap into people’s lives is what achieving publicity is all about.

2. Not having media releases professionally written, or at least reviewed by a professional. A poorly written media release is simply a waste of time because you immediately lack credibility in a journalist’s eyes. The rules of a media release and its presentation are simple – take the time to learn them.

3. Not getting creative. Fifteen years ago you could have sent out a media release and it would have been published by a newspaper. Five years ago, if you sent information to the media and then followed-up persistently, you would eventually get a run. These days, to get a journalist’s attention you really need to think outside the square. Don’t be afraid to try something different or whacky – and make sure all your communication with the media is energetic and unique (starting with the subject line of your email!).

Ed: What’s something a small business owner can do right now to help get the PR wheel rolling?

Katie: Start looking at the publications you want to be in, and the writers who are writing about topics related to your business. And don’t forget blogs on the Internet. Many large businesses are still not taking advantage of blogs and forums, and this is an area where small businesses can get a real advantage over their larger competitors. Start by find out what blogs are related to your business and looking at the kind of discussions that are taking place. We

Ed: Should a business go ‘solo’ when implementing a PR strategy?

Katie: I think if a business has time to dedicate to the implementation, then sure – go for it! We estimate dedicated around 6 hours to PR each month. It’s important to have an understanding of the PR basics before you start – what makes a story newsworthy, how to you set out a media release, how do you contact a journalists etc.

Ed: Can a small business afford the services of a PR consultant?

Katie: Absolutely. And even if you're not confident committing to a full-service fee, there are many other cost effective options including mentoring and one-off strategy assistance to make sure you can get the most for your budget. Creative concepts used to get the media’s attention also don’t have to be expensive, just clever. Some of our most attention-grabbing campaigns have been very affordable.

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