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PR is More Than Just Publicity
by Sue Currie
More Advertising Articles
Published on this site: August 21st, 2007 - See
more articles from this month
So you've hung up your shingle and clients aren't exactly
beating a path to your door. What can you do? Well you
might think standing out on the street with a megaphone
will do the trick. And it may be one way to gain attention
for your business, but an overall public relations plan
incorporating a number of promotional ideas could be just
what your business needs.
Public relations is communicating who you are, what you do
and how you make a difference. It's about having successful "relationships" with your "public". They could be friends,
clients, potential customers, competitors or the media who
can all help spread the word about your business.
One way of communicating your message is through publicity
or media relations. Sending out media releases to create
awareness of your product or service through editorial
coverage is great publicity and it is very effective. They
say publicity is seven times more effective than
advertising. But it is just one tactic of an overall public
relations plan that you could incorporate
Let's look at a few other ideas:
- Newsletters email or hard copy: direct communication
with your public, clients and customers. Send out some sort
of communication to your data base at least once a quarter
to keep "top of mind"
- Write articles about your area of expertise and submit
them to business or consumer publications and online sites
such as this one you are reading. I have had work come to
me directly through published articles
- Fact sheets or a brochure: Include written information
about you, your product or service with any mail outs
- Create a website: This is your online PR brochure but
you need to keep telling people about it. Make sure you
incorporate strategies to promote your site, such as
include the domain name in every piece of communication
collateral you have, whether it's brochures, stickers, pens
or caps. Put it everywhere
- Product launches and product giveaways to the media:
Create "buzz" for your business by giving something away.
Be generous as ultimately it will help with sales
- Public speaking: free speeches to Rotary clubs or other
organisations is a good way of letting people know about
your business and area of expertise. By being known as an
expert on a particular topic and getting the word out
perhaps the media will contact you
- Networking: join organisations of like minded people
such as business networks or your local Chamber of
Commerce. Build rapport and relationships to help spread
the word about who you are and what you do
- Special events: such as a trade show or entering business
awards can help boost your profile. Why not hold a launch
or an open day or even a cocktail party at your place of
business to thank your clients or customers
- Sponsorships:If you can't afford to hold your own event
why not sponsor an event that somebody else is organising.
Make sure your sponsorship is acknowledged on any
advertising and other communication collatera
- Something as simple as sending thank you notes and
letters is good personal PR
Sue Currie: The director of Shine Communications
Consultancy and author of Apprentice to Business Ace - your
inside-out guide to personal branding, is a business
educator and speaker on personal branding through image and
media. Sign up for free monthly tips at http://www.shinecomms.com.au/contactmanager/default.cfm
To learn more about how you can achieve recognition,
enhance your image and shine, visit http://www.shinecomms.com.au
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