Smaller companies don't always have the budget - or inclination - to retain a PR hotshot to tell the world about their business success, but that doesn't mean they aren't a ready source of news.
The problem is it's often dull news which is ignored by all except the industry press and quite rightly so in most cases. If you land a contract, you issue a press release. If you take on a new senior sales rep, you issue a press release. Attending an exhibition? Press release, natch. These are simply announcements that you are doing what you do, that it's business as usual.
With a little lateral thinking, however, you could be issuing press releases throughout the year which present topics and subjects that'll have editors from all disciplines chasing you for the full story. Below I've presented just five brainstormers to get the creative juices flowing.
? Your Survey Says...
Even though I know nothing about your company, the odds are that you have the time and resources to carry out a survey which could get you some coverage if it's implemented and reported properly.
Concentrate on your niche, whether that's your industry or expertise. Keep it relatively simple, but ensure the final results have the potential to grab headlines. For example, if you're a butcher, you could ask 100 people if they would give up bacon if their partner issued an ultimatum. '4 Out of 10 Choose Bacon Over Marriage' is going to get an editor's attention!
But be honest about your methodology. If you've simply polled a handful of your colleagues, don't try to pass it off as a six-month research project.
Some journalists won't touch a survey story with a barge poll unless it's been carried out with the kind of planning that goes into a Nasa shuttle launch, but others might find it useful, particularly if it's a fun subject and doesn't take itself too seriously.
? Your Opinion Counts
Surf the major news sites - try Google News for starters:
http://news.google.com/nwshp?hl=en&gl=us
Ask yourself what you or your boss would have to say about the main news stories of the day. Or perhaps a current event impacts directly on your industry. Pretty soon you're going to have a story to tell.
A property solicitor in Scotland did this and the resulting story is great - here's the intro:
"Scottish property solicitor criticises Gordon Brown's tax U-turn.
A leading Scottish property solicitor has criticised Chancellor of the Exchequer Gordon Brown's decision to abolish without notice the exemption for deprived areas from Stamp Duty Land Tax (SDLT), saying that the measure would have an adverse impact upon the commercial property market in Scotland."
Full story: http://www.clickpress.com/releases/Detailed/542005cp.shtml
? Your Opinion Counts 2 - Straight to the Editor's Desk
While serving as editor of business magazines in the past, there have been times when PR companies have contacted me following publication with some kind of gripe regarding coverage of their company or client.
Disgruntled PR people are often being beaten hard with large sticks by CEOs and senior management who just don't 'get media', so their persistence is somewhat understandable.
But 9.98 times out of 10 the PR exec is simply not going to get what they want - some kind of full-page, front-cover apology and glowing testimonial signed by the publisher himself printed with a photo of the editor's public execution.
Every time I let them down I did say: "Write in - we're always keen to receive letters to the editor." I'd guess one in 20 actually went ahead and did so, but you know what? If every one of them wrote in I would almost certainly have printed them all. Good editors embrace transparency - if you disagree with them or their reporters they're likely to print your letter.
? Happy Birthday
At the very most you're 364 days away from some company milestone and if you put your mind to it you may find a few anniversaries just around the corner.
Don't limit yourself to the xx years since the company was launched, how about the anniversary of the company's first profit, a look back at the day the company took on its 10th employee, or the date a key contract was secured.
Then tell the tale of how your company has developed since this date. Be sure to include some drama, the good times and the bad, and plenty of meaty quotes from the most senior talking heads.
? Make a Date
Hunt for an angle based on some future date that is covered in one way or another by local and national press.
Browse some of these major online almanacs for inspiration:
http://www.infoplease.com/dayinhistory/
http://www.scopesys.com/anyday/
http://www.nytimes.com/learning/general/onthisday/archive.html
What you're doing here is following the Happy Birthday strategy, but looking for external hooks on which to hang your news release.
Local newspapers in particular like to keep an eye on the calendar, so if you can provide your neighbourhood newspaper with a story, photo opportunity or news release and photo package related to a particular event, celebration or holiday, you could get some great quality local coverage.
? Only Five?
Trawl the internet for reasons to write a press release and you'll come up with dozens of lists. Some of them provide 30 plus reasons to issue a release, but the vast majority of them require you to have "done something". They are reactive reasons, rather than proactive.
The reasons given above can be put into action today - you don't have to wait to secure a new contract or make a high-level appointment to get ink.
You might not have known you were sitting on those news stories, but there's no time like the present to tip off the press that you have them.
Copyright ? 2005 George Hopkin
George Hopkin is a freelance journalist and CEO of
shuttle from Midway Glen Ellyn ..If you're like most of my clients, you're probably interested... Read More
You never know when 60 Minutes will knock on your... Read More
Here's the point: people act on their own perception of... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
In public relations, "junk" is more about attitude and lack... Read More
Have you ever gotten one of those letters from your... Read More
There's the old joke about the two buzzards sitting in... Read More
I am often asked by clients to target USA Today... Read More
As an entry level position to PR, I found myself... Read More
Almost every day, I hear the same question, over and... Read More
One of the primary tools still used by PR professionals... Read More
Although, as a business, non-profit or association manager, you may... Read More
You are a spokesperson for your company, representing it for... Read More
It can bite you and waste your public relations budget... Read More
Recently someone asked me why so many restaurants go out... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
The short answer is, it works best when its fundamental... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
A reporter's job is to get the most accurate and... Read More
Imagine you're in the breakfast cereal business. You make the... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
The VIP databases are fun to create and can be... Read More
Did you Know That Even TV Remote Control Units... Read More
You thought of it, you researched it, you wrote it.... Read More
Public relations and news releases are synonymous in the minds... Read More
shuttle from O'Hare North Chicago ..One portion of your marketing plan that you probably don't... Read More
Can your PR do something positive about the behaviors of... Read More
Your important outside audiences behave in ways that stop you... Read More
We rely on all kinds of tools and advice to... Read More
Quality public relations does something positive for business, non-profit and... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
I got the latest issue of Internet Works in the... Read More
If you own a franchise and have company vehicles, be... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
You want to sell your products or services, and that... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
I address this article to businesses, associations, non-profits and public... Read More
Is your business looking for new and creative ways to... Read More
You are a spokesperson for your company, representing it for... Read More
As a business, non-profit or association manager, do you see... Read More
The name of the game is doing our part to... Read More
Almost every day, I hear the same question, over and... Read More
Like human nature over time, the power of good public... Read More
As a mobile detailing company it is important to have... Read More
The toughest thing about writing a news release is getting... Read More
In this great country of ours, there are basically three... Read More
Many people are intimidated by radio interviews, whether live or... Read More
Business people often spend time and money trying to find... Read More
What's a Capability Statement?As the name suggests, it tells potential... Read More
Public Relations |