How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked marketing tool. P.R. is an intangible ? making it a tough sell for many P.R. professionals. It is our job to sell the concept and show the client how it will enhance marketing efforts and, in many cases, replace costly or one-off advertising. Public relations is just that ? relating to the public. Every outward communication should be carefully executed and the mission of the company should never be compromised. How do your customers find you? How does the public perceive your business? These points can be incorporated into a P.R. strategy that maintains consistent messages to your customers, thereby keeping your company top of mind and, in turn, growing your business.

Below are six P.R. strategies that can be implemented today. Whether you hire an outside professional or keep your publicity in-house, these strategies should be a part of your marketing plan.

1. Brand Building: It is very common for businesses to use advertising in brand-building strategies, however publicity can be less expensive and much more effective in establishing a brand's identity. One complimentary news piece in a publication read by your target consumer can produce significant results. Publicity, whether performed by an external company or executed in-house, can also be cost-effective.

Several online distribution services are available making the cost to send out a press release affordable, and sometimes even free depending on desired reach. It is important that any news release is informative and factual. Many of the online distribution services even offer templates to assist in the development of a release for a small fee. Before paying for such a service, however, be sure to identify hidden talent in your organization ? there may be a great writer in your midst.

2. Generate Press Releases: Press releases are for announcing newsworthy information to the media only. If the information is not news, it should not be announced. In addition to news, a press release should contain only facts ? not hype. Business as usual is not news. Celebrating a milestone such as a ten-year anniversary, one-millionth sale, or appointing a new CEO is newsworthy. In many cases, a newsworthy story can be developed with some creativity.

For example, if your company manufactures comfortable walking shoes you can create a "Walk to Work" day. Provide fun facts about the health benefits of walking and why the right walking shoes are so important. This can be pitched to your local media outlets and may get picked up nationally. Many times current events will also create an opportunity for a press release (see #3.) Remember to always include your company's website at least once and be sure accurate contact information is listed.

3. Tap Into Media Trends: Many times businesses can tie into current events and trends in the media. For example, if the evening news is covering storm damage to an area in your town and your company sells a product or service that would benefit people living in those areas, you have a topical news announcement. Call, fax or email the news desk and tell them about your product and why their viewers need to know about it. Be sure to mention that your story idea is time-sensitive. Watch your local news for one week and take notes. Identify what types of stories the local reporters are covering. Chances are at least one of the subjects covered was a direct result of a recent news story. Listen and learn how one led to the other then be ready to pitch your service or product when future opportunities arise.

4. Increase Awareness by Increasing Search Engine Listings: Each time a release is distributed over the Internet or a story is written and posted online, be sure your company's web address is included. The more links to your site, the better the exposure your site will receive in search engines. In addition to press releases, link swapping, article postings, quotes, and endorsements are great ways to generate links online. Google your company and your competitor's company daily. If your company is not as prominent as your competitor's, read their results listings and learn what they are doing to generate links.

5. Website Improvements Produce More Traffic: Optimize your company's website often. Be sure keywords on the website are targeted toward your consumers. Ask customers what words they would enter in a search engine when looking for your products or services and add those to your keywords. Small adjustments can mean a big difference in traffic to the site and subsequently increased business. Constantly updating web content is an easy and effective way to generate better search engine results. Be sure to update news and information at least once a month. Always add press release announcements to your website press area ? and be sure your press area is easy to find, easy to read, and easy to print.

6. Highlight Expertise: One of the best ways to generate publicity is to establish expert credibility with the media. Do competitors continually get quoted in industry trade publications and you don't? They've probably done a good job of alerting the media about their expertise in your field. Don't worry, however, all journalists want to have more than one expert in any field. Begin to define yourself as an expert by writing articles, including the word expert in press releases, biographies, announcements, and descriptions. If you make a living doing what you do, you are an expert. If you are having trouble determining your area of expertise: ask friends, family, and colleagues to help identify your strengths and start spreading the word. Update the company description on your website right now by including your newly identified expertise and you've accomplished #5 and #6 already!

Angela Garcia is a founding partner in Starfish Public Relations, a Los Angeles based public relations and marketing company specializing in personality driven strategies. Garcia has held several positions in the entertainment industry including HITS Magazine, Warner Bros. Records, Maverick Records, MCA Records, and House of Blues Entertainment. She credits her success to her creative and enthusiastic approach to work and life. For more information about Angela Garcia and Starfish P.R. please visit: http://www.starfish-pr.com

best cleaning company Highland Park ..
In The News:

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.
MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.
The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.
Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.
The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.
ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.
Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.
Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.
Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.
Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.
Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.
Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.
Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.
Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.
New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.
A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.
AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.
A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.
New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.
The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.
Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.
Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.
Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.
Researchers exploited WhatsApp's API vulnerability to scrape 3.5 billion phone numbers. Learn how this massive data breach happened and protect yourself.
Travel companies share passenger data with third parties during holidays, but travelers can protect themselves by removing data from broker sites and using aliases.

Gaining Free Publicity Through Press Releases

One of the greatest ways to promote your product or... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

How to Use Community Relations to Grow Your Business

Community relations is one of those marketing strategies that isn't... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

Writing A Press Release

News releases (also called press releases) are an important part... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

The Art Of Persuasive Pitching

Media placement is an art. Practicing it often requires as... Read More

If Your PR Cant Do This, Bag It!

As a business, non-profit or association manager, why continue a... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

Transparency in Online Transactions

In these days of every increasing demand and competition, there... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn't... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

high-end home cleaning Winnetka ..