PR. You’ll know it
works when it works.
A coded ad in a newspaper can provide a measure of
tracking. A coupon is pretty straightforward. But
PR?
Sand slipping through your fingers? How do you
measure the grains of sand that make up a PR
sandcastle?
DIRECT PUBLIC RELATIONS
PR Works has coined the phrase “Direct Public
Relations", a hybrid which utilizes the power and
credibility of news media as part of an integrated
direct marketing plan. Previously seen as largely an
unquantifiable “image” tool, this new approach to PR
is specifically designed to elicit immediate action
and trackable response.
“Direct Public Relations” encourages your audiences
to respond to free brochures, a complimentary
consultation or a free item so that the client can
capture the name, address and telephone number of a
new prospect. Additionally, the response mechanism
-- ranging from a telephone number, fax number or
e-mail -- will be coded so that response from
specific PR exposures can be monitored.
PR is like casting a massive net on to the ocean.
When you pull it up you’ll discover a wide bounty.
Positive PR generates:
- Increased visibility
- Position as the leader and
authority
- Sales leads
- Expanded awareness of your
entire range of products & services
- Enhanced company image
- Employee recruitment
- Investors and strategic partners
- A buffer when negative news
about your company occurs.
- Employee morale
MAKING “YOU” THE STAR
PR Works to help you develop and expand
awareness of your products and services. The
immediate impact of this awareness is additional
clients and sales. The long term goal is to
establish 'top of the mind' positioning of your
company as the choice for products and services.
FREE, YES, THE FREE AD
Often referred to as the 'free' ad, public
relations provides a third-person credibility
not obtainable through 'paid' advertising. This
'editor approved' information is said to have 10
times the impact of traditional, paid
advertising. Public relations helps 'position'
your company as the 'top of the mind' choice and
'innovator' in your field. This brand name
recognition and expert position will pave the
way for new and expanded business.
In effect, the media blows your horn for you and, if
well orchestrated, you can name the tune.
 REACHING THE RIGHT EDITOR - PRESS LIST
To fully maximize the impact of publicity you
must develop a database of editors for all daily
newspapers, weekly newspapers, business journals
and trade publications that reach your various
clients and prospects. Additionally, you should
include assignments editors and public service
announcement directors of cable TV stations, VHF
TV stations, UHF TV stations and radio stations
that impact your potential audiences. Think not
only of your immediate client/customer, but
those who influence them – peers, family, etc.
Several news source references are typically
available at your local library -- including
Bacon’s Publicity Checker and Burley’s Publicity
Checker.
NEWS RELEASES - TIME RELEASED EXPOSURE
Your local daily newspaper may print the
article this week. Your community weekly may run
it next week. The regional business journal may
not have space for it until next month. Yet, the
cumulative effect is 'time released' visibility.
You begin to surround your various audiences
with positive messages. Your name seems to be
everywhere. Soon when someone thinks of your
service, they think of you.
JUST THE FACTS, MA’AM
Please keep in mind the basics. Editors
simply want the 5Ws:
1. Who
2. What
3. Where
4. Why
5. When
Avoid flowery language and puffery.
PHOTOS FOCUS ATTENTION
A picture tells a thousand words, therefore
you should provide a photo (in focus and black
and white) to illustrate your news release when
possible. Although you can attempt to convince
the editor to assign a photographer to your
event, you will likely receive the response of
'we will get to it if we can'. Often times a
more pressing news event takes precedent.
Provide your own photos, but hire a professional
or provide materials that are similar to what a
professional would produce.
PITCHING THE PRESS
Follow up is essential. Telephoning an editor
can be a streamlined method of developing
rapport, but remember several key elements:
Be familiar with their publication.
Don’t call “on deadline”. Typically for daily
papers deadline is prior to noon. For weekly
editors you should probably avoid Monday and
Tuesday as they struggle with last minute
stories and production.
Get to the point. These are “very” busy and
stressed people, give them your best benefit
statement as to why they should use your story,
suggest additional stories of interest to their
readership, and confirm when they may be able to
use your story.
Don’t ask the editor to send you a copy of
the publication with your story in it. You are
attempting to build bridges, not burn them. You
can call the circulation department and buy
copies of the edition your news note appeared
in.
RIDING THE COATTAILS OF A PRE-EXISTING STORY
Ride the coattails of a pre-existing story
that is already in the news. Editors seek local
comment and ties to national stories. For
example, the Associated Press writes a national
trend. You contact the press to provide the
“authoritative” word, the local angle and
examples.
Package your story so that
is of use and interest to an editor’s readers.
Get that story to the right editor. Follow up
with enthusiasm and diplomacy. Continue to keep
the channels of communication open.
To discuss your
public relations and marketing opportunities,
please contact Steve Dubin at 781-582-1061 or
click here to request
more information.
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