The keys to successful Business PR: Part One (measuring) Today’s business press releases are often accompanied by statements from “ources” at the media release organization that usually means they are paid by the source. In fact, if they are not well known in the media, they may be nothing more than paid insertions. These inserts are nothing more than sales pitches masquerading as news. Unfortunately, many in the business press release field have mastered this art of writing and have resorted to writing puffery and hype in order to generate media coverage. If you would like your Business PR specialist to stick to the facts, keep these tips in mind:
Include a link to your web site on the About Us section: Today’s social media sites such as Twitter and Facebook offer links to websites. Businesses should consider including a link to their web site within their profile information on these networking sites. Remember: Branding is all about branding! Include a link to your web site and be sure to read the privacy policy on any site you choose to post on.
Stay active on social media networks: Social media provides one of the best opportunities to gain visibility for your company. Social media helps build consumer awareness and brand loyalty. Branding is all about perception! If you want to gain media attention, build your brand. Avoid going on record and saying things that are not considered newsworthy. Along with social media, optimize your website to make it easier to find on the internet. You can set up smart SEO goals (find more through web search) for your business and execute them to make your website comfortable to navigate to the customers. Moreover, you can also share your social media handles on the website so that people can track new product launches, news, and other essential information about your brand.
Use media releases to build your small business name and image: Today’s online PR professionals know that it is imperative to engage your media releases for maximum impact. When a media release is poorly written or poorly stated, it will lose its potential effect. Media outlets are watching for poorly written, poorly stated media releases and know it’s a hit or miss. It’s critical to make sure your small business pr piece is polished, carefully written, and clearly states your objectives. If you don’t have a strong purpose for making a media release, it won’t get read, and it certainly won’t gain you any media attention.
Get involved in local media outlets: Many local media outlets are only willing to publish stories with significant personal and business information. A PR firm can help you find media outlets to work with. Don’t go it alone; let a professional handle this for you. Find a PR firm that can do the legwork for you, find the stories, and make sure they’re written correctly and provide all the relevant information the outlet is looking for. The benefit of this strategy is often overlooked by small businesses: when you have the organization handling the press releases, they will ensure it looks great and sounds compelling, helping you gain valuable media coverage.
Have an open line with the press: Most media outlets appreciate being invited into the process. Let them know what your goals are, give details, and let them know if there are other goals you would like to see reached as well. Many small business pr firms will offer consultation after you’ve established a good relationship with the media. This is the best way to improve your public relations program. When you have an open dialogue with the press, you’re more likely to get favorable media coverage and have the story picked up by various media outlets.
