EFFECTIVE PR TIPS
By Lou Bortone
Public relations can be an effective way to generate awareness and name recognition for your business. PR is also considered to be a low-cost alternative to other marketing tactics such as traditional advertising and media buying. Your PR strategy should begin with the following key elements:
1. Build your target list: Compile an accurate database of key media contacts.
2. Develop your hook: Tell a compelling story.
3. Follow up: Cultivate relationships with the media and stay in touch.
Here are a few insider tips to maximize PR opportunities:
Turbo-charge your press releases
Your news releases should be newsworthy, targeted to the appropriate contact and, above all, engaging.
Maximize email marketing
Email marketing software has made it easier than ever to send out professional newsletters and press releases. User-friendly templates let you customize, target and track your email releases. It’s a low-cost way to stay top-of-mind with the media.
Make the media’s job easier
Tailor your pitch to the appropriate writer or reporter. Respect their time and deadlines. Have a press kit ready if the media ask for more info, but don’t flood them with sales materials. Give them what they need, when they need it, and you’ll increase your chances for positive press coverage.
Develop relationships with press contacts
Network with the media at industry events. Make an effort to get to know local reporters and leverage those relationships. Establish yourself as a resource to reporters and editors.
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