Public relations
Bob Datz
Bob Datz operates datzmedia, based in West Brookfield. He provides marketing communications, web communications and publicity services. He's also a journalist and editor. Contact him at bob@datzmedia.com.
10) Legacy media matter.
Newspapers are still the source of a disproportionate share of original content that finds its way into "the media." Not only is their web content archived but aggregators pick it up and spread it around on multiple sites.
9) "Home run" balls.
Yet, those "old" media are financially stressed, sometimes to the publicist's advantage. A knowledgeable publicist can many times get a message out virtually unfiltered.
8) Half a loaf is fine.
PR and marketing communications being long-haul processes, it's OK to share the limelight, even with competition, if a media outlet can be nudged to focus on your type of enterprise. If the competition is bigger, all the better for you to be mentioned in the same breath.
7) Repurpose it.
Including news releases on your own web site and optimizing them for search will help your visibility on the Internet.
6) Have a purpose.
Don't just throw something out once in a blue moon. Always look for opportunities without going to the well too often. But when possible, find value in them for the potential customer or client.
5) Integrate with other marketing.
You will get a bounce from some good PR, but don't let it just echo into silence. Rather than going a la carte with PR, tie it into your wider marketing communications plan (5A: Have one of those.)
4) No one-size-fits-all.
Batch mailing a single press release is less effective. Some have proclaimed the death of the press release, but it's about customization, which takes actual work.
3) Know the recipient.
Know what kinds of items they like to cover or promote, and play to that as you tailor individual overtures.
2) Form relationships.
This isn't as easy as it once was, when a bottle of whiskey would just show up at someone's doorstep. But where possible, view your targets as your friends and provide them with value.
1) Free publicity isn't free.
Consistently effective publicity means taking many or all of these steps.
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