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Public Relations is More Than Just News Releases

Written by: Tina Pugliese

Article Overview: Public relations is more than just a news release. A planned approach that utilizes many different methods will increase your probability for success.

Public Relations is More Than Just News Releases

Public relations is more than just a news release. A planned approach that utilizes many different methods will increase your probability for success and generate the kind of public relations you want for your business. Here are several ways to get your name out:

Events: These can be open houses, celebrity visits, clearance sales, "meet the owners" events or other events that give you a reason to invite customers and prospects to your place of business. The most important invitee of all for effective public relations is the media. This includes newspaper reporters and editors, and assignment editors from radio and TV stations. Meeting people from the media also gives you a reason to follow up later, which helps you establish good relationships with those who control the news and features. Related to an event is the news conference. These are usually held to introduce a new product or person, provide a response to a situation, or handle anything else that is extremely newsworthy.

Fact Sheets, Newsletters and Brochures: This almost sounds more like part of the marketing plan versus the public relations plan, but these marketing vehicles can be tailored to support public relations and one-time situations and enhance media relations. Add members of the media to the distribution list for these.

A Public Relations Firm: You can make your company seem more newsworthy and media-friendly by hiring a public relations firm. This does not have to be done on an ongoing basis. There are public relations professionals who will work with you event-by-event or project-by-project. This should only be done if it is part of your overall plan and if the budget is in line with your company financials.

FAQ Development: Radio and TV people sometimes have trouble selecting topics to fill their airtime and finding good people to interview. A radio or TV interview opportunity might arise in the near future, so take some time now to prepare. Compile a list of answers to anticipated questions or questions that make your point. These Frequently Asked Questions (FAQs) can also be included in your media kits, posted on your Website and distributed when meeting with clients and prospects.

Speaking Engagements: Nothing gets the word out more than the spoken word. When you speak to a group, you are the center of attention, competing with no one for share of mind. You are also in a situation where you can best communicate your marketing message. Speaking is a great form of public relations. Many times the speaking engagement is publicized ahead of time, and sometimes the media will show up at such events. This increases the likelihood of post-event publicity.

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Article Tags: airtime, assignment editors, celebrity visits, clearance sales, company financials, distribution list, effective public relations, financials faq, interview opportunity, invitee, marketing plan, media relations, news conference, open houses, place of business, public relations professionals, radio and tv, several ways, tv interview, tv stations



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