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A public relations program is more valuable
when tied into a marketing plan, a unique selling proposition,
and other promotional activities.
The main goal is to generate and maintain
public interest by maximizing the number of times potential
customers see, read and hear about the product or service.
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The Art of Public Relations
Ways to Get the Word Out
The Message
Sending the Message
Public relations (PR) building can be a cost effective tool for
increasing product visibility, especially for small business. Compared
to advertising, PR provides instant credibility. Advertising requires
huge expenditures over time and does little for building credibility.
PR should be an integral part of a larger communications strategy.
One of the most important aspects of PR is getting the message out
to local, and regional or national (if applicable) editors, introducing
the company, product, and the people. The message may introduce
the company or product or service, tell about new contracts, or
describe a significant achievement or new technological development.
The Art of Public Relations
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"You don't need to hire a big firm to
do your own PR, if you have staff who can write well and know
how to do the right kinds of research."
G.A. Marken (Public Relations Quarterly)
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Most editors are inundated with press releases. Thus, a creative,
concise and noteworthy message, to the right media contacts is imperative.
First, it is vitally important to find and reach the right
media contacts. If this group is an unknown, request advice from
agencies or service providers with established media contacts. Alternatively,
names and addresses of all kinds of magazines are listed in the
Standards Rates & Data Directory published by Cahners, available
at most libraries.
Obtain and maintain as complete a list as possible of the media
contacts, periodicals, and news wires that might be interested.
Do the necessary groundwork to ensure you are contacting the right
editor, their area of interest, and the correct names. If the information
is not sent to the right contacts, it simply will not get published
or used. Update media lists regularly.
Less direct communication and customization is required if the information
is sent to multiple editors at the same magazine. However, the better
strategy is to find and get to know the right editor at each magazine
or organization, through direct contact. For best results, don't
send anything until after talking to the right editor. Once the
right contacts are established, try to be creative in relating to
editors so they will be interested and count on the company as an
expert source for future stories.
Secondly, plan releases around other marketing activities
to ensure that all marketing efforts are coordinated and put forth
a 'single focus' message.
Third, send tailored information; mass mailing is not a good
approach. What appeals to the editor and readership of Modern Plastics
is much different than what Waste News is interested in. Likewise,
readership of an industry magazine is vastly different than a consumer
magazine. The message is different for each readership and potential
customer group, be they distributors, retailers, direct sales reps
or the end-user.
In the press release example sent to an industry magazine [link
to mkt_pr_example], a company had to develop awareness in consumer
markets just as much as with their industrial distributors. Why?
Distributors would need to know that customers would begin to request
the product, having read about them in consumer magazines. When
there is demand for a product, distributors want to carry it.
Ways to Get the Word Out
The most common type of written PR outreach is a press release.
Others include a media alert, factsheet(s) or brochures, and/or
press kits. One factsheet or press release will likely not do the
job for all the required communications, so be sure to integrate
the message in every market and every marketing activity.
A Press Release needs to be brief, preferably less than two pages,
clear, and direct, sticking to a single main message. Catch the
attention by putting the most important and interesting information
in the first paragraph. If possible, contact the editor and ask
what kinds of stories they are working on that may relate to the
company's product or service. Some editors may appreciate creativity,
generating a story-type concept.
A press kit is another fairly simple way to get a message out. A
kit should include a fact sheet and/or specifications, a case study
of how it is being used, and a press release that announces it's
benefit and value to the market place. Product samples and testimonials
from happy clients or customers are also good grabbers. A novelty,
gift or sales promotion gimmick will distract from the message and
defeat the purpose. The same can be said for unrequested press kits.
An effective alternative is a one page media alert covering the
five "w"s of journalism (what, where, when, why, and how).
The Message
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Relate the product/processing expertise to what is
relevant and newsworthy today
and of interest to the media editor.
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As previously noted, customize every communications package for
the audience. Think of the publication's readership. Want do they
want to know about that is relevant to their business, industry,
or lifestyle (consumer magazines). Consumers would need to know
how easy it is to use the product, other product benefits, and where
to buy it. When in doubt, call an editor beforehand and ask what
kinds of information they want to know about.
The main, introductory message is not a crafty slogan or product
feature list, but a carefully designed message that will leave each
member of the distribution channel with a distinct impression about
the value of the product or service.
For example, a process or product improvement message to end user
customers might say: "The wood substitute that behaves better
than the real thing. It's stronger than a tree and just as good
looking."
Restate the main message for different buyers. The focus of this
message for a wood products distributor would be better stated "The
wood substitute that is twice as strong at prices competitive with
wood. Pre-packaged for easy display, shipping and handling."
Additional tips for developing (and formatting) the right message:
- Provide a brief factual summary of the company's 'story' in the
first few paragraphs, but only after the clincher introductory message.
- Use layperson language. The ONLY exception is when the target
audience is technically astute on the particular process or product.
Otherwise, write for someone who knows nothing about the product,
process or service. The features are less important than the benefits
the product will bring.
- Include a brief description of the company at the end of the
release including contact names, phone and fax numbers.
- If photos tell a good story, include quality black and white
with informative captions. Show the product in action, not in a
self-congratulatory pose. Write descriptive caption(s) as well.
- Double-space the release with ample margins for editorial notes.
- Proof the copy for spelling, grammar, content and accuracy.
Example Press Release
for a Recycled-Content Product
Sending the Message
- Keep publication lead times in mind when sending releases targeted
at specific issues in their editorial calendar. Magazines typically
work two and three months in advance.
- Whatever the dissemination method, write a customized, personal
cover letter to accompany the information. Address the receivers'
specifications and interests.
- After sending the information out, follow up with the editors
to back up the communications messages.
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