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10 Tips for Building Your Business Through PR
Steve Jobs, Oprah, Bill Gates – all of these people excel in their fields, but why is it you know them by name? It’s not the ads or commercials, or direct mail pieces that establish or validate these people; it’s the TV interviews, the magazine articles, the newspaper features. Even Mother Theresa’s publisher publicized her book. Although the idea of promoting yourself or your company might seem a bit uncomfortable, it’s not only warranted, it’s necessary. People don’t shy away when they hear that they need a business plan, an office, a phone, or business stationery, yet they often cringe at the thought of PR. In fact, an ongoing public relations campaign should be as integral a part of your business as paying your bills, or buying your materials.
If you find your company, product or service valuable, you need to get your message in front of the public. You owe it to your business. Particularly in the age of social media and blogging you need to be media savvy in order to separate yourself from the competition.
It’s difficult to understate the importance and the impact of traditional media coverage. If you believe what you do is important, then it is of equal importance to let others know about it; otherwise you’re not serving your business, yourself, or the public. What good is it to offer a quality product, if no one is ever going to know it exists? You may be an expert at what you do, but if it is not brought to the attention of others, how do you expect your business to succeed?
If you are have trouble promoting yourself, keep in mind that your job is to get your message across. This isn’t a beauty contest, but a campaign designed to educate and bring your message to the general public. So how do you launch a media campaign, start by reviewing the following
10 PR tips to Launch an Effective PR Campaign
1) Review your objectives and your approach.
2) Define your pitches?
3) Create the main story that you’re offering to the media.
4) Pitch a story that meets the media’s needs
5) Define your target market
6) Make sure your press releases effectively address that market
7) Review your media list to see that it effectively targets that market
8) Modify your story and pitch ideas so that you can reach a broader target market
9) Make sure your press release is grammatically correct, easy to read.
10) Make it a rule that your press release is no more than one page long.
These questions are going to start becoming automatic. They will become your media mantras. Put together a select list of media outlets that you want to approach, keeping your target audience in mind. If this is your first outing, don’t get too ambitious. I suggest that you initially target the local media. Along with your local TV programs and newspapers, study the cable outlets, community papers, college papers, and business newsletters.
If you believe that your product or service can benefit others, it’s especially important that you let the public know about it. Start thinking like a savvy business person, and a proud one at that. Effective public relations is an integral and extremely necessary part of any kind of business overview. You want to reach the largest audience possible, and the media is the most effective and expedient way to do it.
Copyright © Anthony Mora 2010
For further information visit:
www.AnthonyMora.com
About the Author
Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, “Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, “Spin to Win” can be utilized by heads of major corporations, small business owners, and entrepreneurs.
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