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Implementing a Winning Strategy for your Business
In this ever changing world it's important to go beyond the traditional print methods of public relations and consider deploying a marketing strategy on social media sites. Mary White makes a very good case for this in Writing a PR Plan to Incorporate Social Media. Making your presence known on social media outlets for the purpose of networking and generating business is a very sound business practice.
For instance, some folks I know opened up a restaurant in Westport, Connecticut called BobbyQ's. Through connections on FaceBook, they post upcoming news on live music but more importantly, they announce through status updates tantalizing blurbs about the barbeque meals on the menu. I know it works because it makes me hungry and interested every time I see it (unfortunately it’s 2000 miles away). By the same token, I'm connected to Mountain Hardwear on FaceBook, too, and their posts and videos on new clothing and gear for mountain climbing has inspired me to purchase said gear on more than one occasion. These public relations pieces are free to post and you don't have to get approval from editors at a magazine or a newspaper.
Such methods get results which can complement your campaigns involving brochures and traditional print marketing materials. Having an Effective PR Strategy provides some good information on all the gritty details involving this kind of marketing campaign. Gleaning some of the information there would be a good idea before we answer your question, "How do I create a public relations brochure?"
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Instructions for Creating a Public Relations Brochure
This proverbial book will be judged by its cover, folks will be less inclined to pick up a boring, lack-luster brochure but eye-catching visuals can draw them in. Moreover, the text must be worded in such a way as to appeal to the public (all potential customers) from their perspective. Your success, awards, or whatever newsworthy message you’re trying to convey in the brochure should be seen as something of use to them rather than an egocentric look how high and mighty we are kind of thing. Answer yourself the question; would I pick this up and read it if I had no self-interest in it?
Make that connection to people an objective of the brochure. The images and pictures you put on it should reflect that also. Make it appealing; easy to read, high quality photography, prominently displayed logos, and contact information all wrapped up in an appealing package. All your marketing material should have the same markings of your professional identity; colors, layout, right down to the font. Use the best material you can afford without blowing your budget.
Developing a good PR brochure is different than an advertising brochure because you're not just shooting for the buy now, sales-driven urgency but you’re establishing the credibility and reputation of the company in a loftier manner. Themes must be established depending upon the goals you have in mind for the PR brochure such as your business' mission/philosophy as it relates to benefiting the community. Obviously you want good press that establishes your company as a leader, innovator, or anything else that makes you stand out in your industry.
There are several more great resources discussing PR strategies on this Bright Hub Channel covering many angles which you might not have considered. And whether you plan on doing this project yourself with DTP software or you want to outsource it to a graphic design or printing company; with only the slightest bit of investigation using our search function you will find instructions on those methods.