The truth about PR: A Q&A with a senior PR consultant
The truth about PR: A Q&A with a senior PR consultant
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.
The truth about PR A QA with a senior PR consultant - To learn more about this author, visit Sarah O\'Brien's Website.
Like this article? Share it with your friends
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.
The truth about PR A QA with a senior PR consultant - To learn more about this author, visit Sarah O\'Brien's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Sarah's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
|
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Memorandum Template 1 PIPS Power Book Find & Keep Profitable Clients Free Marketing Plan Template Management vs. Leadership |
|
 | ||
 |
Top 50 Debt Blogs
Learn To Get Out Of Debt | |
 |
Top 50 Raising Capital Blogs
Top Blogs To Watch In 2008 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
