Published January 2003

Done right, PR can be effective promotions tool

One of the most powerful ways to promote yourself can also be the least expensive. Public relations can improve your market impact and public image.

First of all, it’s important to understand PR’s function. It is used to manage a “crisis” or leverage something “new.” This column addresses the latter.

The term itself is misleading because the process involves mostly media relations. PR is not free advertising, nor should it replace advertising. It is “earned media.” To be effective, it requires planning, targeting, preparation and follow-up.

Planning
As with all marketing initiatives, planning helps you avoid miscues and improve results. First, determine if PR makes good sense for your situation. Do you have a compelling story to tell? If it’s not “newsworthy” it won’t get covered.

Sometimes an event or publicity stunt can attract press; however, this can also be risky. Remember the “WKRP (sitcom)” Thanksgiving promotion? As people were being pelted with live turkeys dropped from a helicopter, the dumbfounded radio rep looked in the camera and shrieked, “God as my witness, I thought turkeys could fly.”

Remember, any media significant enough to help you can also hurt you. Think about what you’re doing and why before you start pushing for press. Also, make sure your PR tactics align well to your overall marketing strategy.

Targeting
If your story is of public interest — to which public? PR, like advertising, needs to be well targeted. Which media outlets reach the audience that would be most interested in your press and product? And, who at those outlets is the right person to contact?

Call the assignment desk (electronic media) or managing editor (print) to find out if your news item spawns any interest, and if so, who to contact. How and when do they want it (format and delivery)?

Preparation
Any media worthy of your attention is inundated with press releases; most of which aren’t given any consideration — so you better stand out. Think creatively about what would separate you from the stack. You also want to make it easy for the reporter to cover your story.

Provide a well-branded and organized press kit. Include a short introduction letter; a press release covering the “5 W’s” of who, what, where, when and why — two double-spaced pages max; a background sheet; bios; photos (or video); and testimonials. Don’t overload the kit — limit it to the most newsworthy content. Also, your contact person needs to be accessible, articulate and informed.

Follow-up
Once you’ve delivered your press kit (this could be where the creativity comes in), contact the reporter to make sure they received it and ask if they’d like more information or an interview. If they seem uninterested, find out why. Invite them to lunch and pick their brain.

Positive PR can have a lasting impact. You can use press (reprints or recording) in your presentations or at the point-of-sale to extend its shelf life.

If you determine your story or event is newsworthy, target the right press and desk, make it easy for the reporter to cover and follow through, your PR probably won’t be a turkey.

Andrew Ballard, President of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or by e-mail to andrew@mktg-solutions.net.

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