Guide to Public Relations

If you think public relations consists of writing a few press releases and circulating them to media outlets, you're sadly mistaken. Even if you have something newsworthy to tell the world, a press release will rarely work unless it's part of a bigger PR picture.

Unfortunately, the myriad of online press release distribution services has made it easy, and cheap, for everyone to distribute a press release. I say “unfortunately” because most press releases distributed via this method contain too much hype and not enough news. And they encourage companies – both large and small – to focus only on editorial publicity instead of earning media attention in other (more advantageous) ways.

Public relations is multi-dimensional – it aims to leverage word of mouth, generate “buzz” around your product or company, and make your offering stand out from a sea of competition. It’s not about sending out a weekly press release containing tedious, non-newsworthy company hype that’s sure to send editors and reporters reaching for their Prozac. So to give the media a break, how about we all stop spitting out press releases in the vain hope we’ll get some coverage, and get started with some serious public relations?

Five quick tips come to mind:

Tip number one.
Public relations means exactly what it says: relations with the public. It’s not just about delivering your news to your target audience; it’s about delivering a consistent and strategic message to the public in general. And as such, it needs thinking about, planning and integrating into your overall marketing strategy. Of course, the very nature of public relations means there’s always going to be an element of unpredictability, but as long as you focus on building goodwill, spreading the word about company-related issues and getting your product or service out into the marketplace, you’ll give yourself a competitive advantage.

Tip number two. Use a press kit. Too often companies think they can get away with sending editors to their website for company information. Not so. You need a well-thought out press kit that contains your messaging elements, including a positioning statement, description, and strategy, copy for your press releases, your logo, tagline as well as a folder containing print materials. This is the information you’ll need to sell your company to the press.

Tip number three.
A public relations consultant is your best friend. Their job is to open doors for you and “sell” your company to the press. Writing your release is not what gets you coverage; it’s about having someone who can get you placements. A good PR consultant will have a huge network of contacts that they’ve built up over the years. They’ll have credibility with editors and media personnel, so hire a good one and use them to your full advantage.

Tip number four.
Use every opportunity you can to get your company noticed. If you speak at an event, conference or seminar, promote your expertise. If news about your industry happens somewhere else, promote your expertise. Spread your message by building relationships, networking, promoting and sponsoring events but make sure you have the back up of your marketing and PR people. That way, they can move quickly to create buzz and get coverage in the right media.

Tip number five.
Watch television – a lot. TV show producers (especially daytime talk shows, reality shows and news shows) are always looking for something new to keep their audience interested. If your product or service fits into the theme of a show, get on the telephone and start pitching. When you’re pitching show enthusiasm but don’t go overboard with your excitement. Give the necessary information, offer to send more details and get off the phone.