mplementing A Successful PR Campaign: PR Does Not Stand For Press Release!

There’s no denying that Internet is allowing more and more entrepreneurs to start their own businesses and effectively market their new products. However, there seems to be an increasingly common misconception when these businesses try to generate media attention and publicity for their products or businesses. Over past several years, I have had more than a few clients come to me seeking “a PR” to get people interested in their products/businesses. That’s right “a PR”. Contrary to what some people think, PR is NOT an acronym for “Press Release” – it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.

I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to media and just sit back and reap benefits.” Unfortunately, it is far from being that simple. That statement pre-supposes that media release is written well – containing all right elements and newspegs to catch media eye – and that it is pitched and maintained in correct media market, which is often downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business product, website or whatever should include many, if not all of following:

·An interesting, quality, newsworthy product that media (and its audience) will find merit in; ·A concise, articulate media release or story pitch – not a glorified ad – detailing benefits of your product/business/website and what effect it will have for it’s users; ·A supply of media “supportives” – product photos (digital & hard copy), possible review samples, etc.; ·An extensively researched media list detailing all applicable media outlets whose editorial profiles match your product/business profile. Here’s an important detail -- targets of your pitch should be “name-specific” not just “title-specific” media contacts. By that I mean media market research you compile should give you particulars like “Sally Jones-Cooking Editor” not just Tribune Newsroom or Managing Editor; ·A solid, trustworthy media contact vehicle that gets your release/media kit directly into hands of appropriate reporter/editor/producer and allows them to respond easily to your pitch. (As always, beware of press release distribution services that often times indiscriminately spew your release to hundreds of untargeted media outlets with little or no results.) Research to find out preferred method of receipt of your media targets – don’t just assume an email will suffice. Whether it’s by snail mail, email, fax or phone calls, media can’t run your story if they don’t hear about it. For one reason or another, some media may decide not to include your product/business in a placement -- but don’t let them say reason is because they weren’t made aware of it;

How To Build Trust and Sell More Products!

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