MethodsPress releases are an important tool when approaching the media. These should be a fairly concise but comprehensive summary of the ?story? you are trying to push. Remember to include quotes, as journalists love to use these, and a blurb explaining about your business at the bottom. Bylined articles are a great way to establish yourself as a leader in your field and raise the profile of your business as whole. You or one of your senior staff should write about a topic which you have strong experience of. For instance if you are an IT firm you could write ‘Ten ways to strengthen your web presence’ or if you are a financial services firm it could be ‘Five alternatives to a traditional bank loan’. Opinions matter and journalists are always looking for quotes to bring some life to a story. If a story relevant to your industry has just broken in the news, ring or email round media outlets who are likely to cover it and offer to comment, you will be surprised how grateful they could be. A press kit is a useful accompaniment to any PR campaign. This is a collection of images, information about your firm, product details, and career histories of your key people. This can help journalists get a quick understanding of what your firm is about. The images are important because most articles need some kind of visual accompaniment – and it’s a good opportunity to get your logo in the media.
AwardsIndustry awards can be a great way to highlight your successes and get your business featured in the trade media. As well as being news in of itself, winning the award will give you more credibility and help attract the attention of journalists in the future. Toby King, CEO of Bowman Power, which won last year’s Growing Business Made in Britain Award, says: “The value in the winning the award is that it’s all part of the message and all part of raising our profile. It’s all part of showing we are a success story.”
Going digitalWorking with journalists has always been a fairly central area of PR, but – thanks to the rise of digital media – targeting your audience directly is an increasingly popular method. Social media is a big part of this; if you don’t have business accounts on Twitter, Facebook and LinkedIn then learn how to as they can help you spread the word about your business. A blog on your website can also cultivate a following and help raise your profile.
AgenciesIf doing all this yourself seems like too much of a commitment, and you can’t afford to bring on an in-house PR specialist, it might be worth hiring an agency to do it for you. The same rules apply when looking for a PR agency as for any other service: shop around, do your research and think about how they can meet your individual needs. Image source
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