10 Things I Know About Good PR
Rich Suitum is the president of Exsel Advertising in Spencer. He can be reached at rich@exselad.com.
10. HAVE AN OBJECTIVE
Jumping into new trends like Facebook and Twitter does not make sense if you don’t have true content. If everything you publish is a sales pitch or “fluff speak,” you will be ignored.
9. HAVE A DEFINED MESSAGE
Any PR effort should have one easy to understand message. Discussing numerous new products and an upcoming event together dilutes the message of each of them.
8. BE RELEVANT
Your message should be as important to your audience as it is to you. Make sure you connect to your audiences’ wants and needs.
7. RESPECT YOUR AUDIENCE
Your audience determines your tone. You don’t talk to your boss and your bar buddies the same way. Know your target and address them properly.
6. FIND YOUR AUDIENCE
No media outlet reaches your entire audience. Familiarize yourself with their demographics and if your story relates to a certain sub-culture, find the publications and web sites that cater to that audience.
5. POSITION YOURSELF
For your company to be successful, you have to be unlike everyone else. Show that your company has a personality of its own and that your sales/customer service departments exemplify it.
4. MAKE IT EASY
From editors to photographers, the media should be your friend. Being viewed as a knowledgeable resource by the media can easily translate to better coverage and a higher chance of future articles.
3. BE PERSISTENT
Sometimes it can take weeks, months or even a year to get a story placed, so be persistent but not pushy. Follow up regularly if your media contact continues to express interest.
2. BE READY
If a journalist does contact you about your story, you need to be ready to answer their questions and supply them with photos they can publish. Make sure to compile these items and make time for them when they call.
1. START A CONVERSATION
Your PR efforts should not be a one-way communication, but invite your readers to join you in a dialogue. If they can relate to your company, they will be more receptive to future messages.
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