Make Your Business Newsworthy
Media outlets are always looking for an interesting story that would make their audience buy their newspaper or watch their program. Throughout the year, identify newsworthy events happening in your business. Whether you are sponsoring a local charity walk or launching a new product, this information would interest local media outlets and increase chances of getting your story published or aired on a local news program. If your event is next month, make sure that you allow at least two to three weeks in advance to contact the media.
Develop a Media Kit
An effective public relations strategy should also include a media kit, which provides in-depth information about your business. Media kits, also known as press kits, may include a press release, fact sheet, newsletter, annual report, brochure and photos about your company. You can also include this information on your website to develop an electronic media kit. As you build relationships with local media outlets, it is best to ask them whether they prefer you to email or fax your media kit.
Become a Social Media-Friendly Biz
Whether you own a start-up or have been in business in years, it is important to use social media to build your business and publicize your products, services and events. Your business should at least have both facebook and twitter pages. This information should be publicize on all your emails, letterhead and documents in your media kit.
Measure Your Success
If you are preparing a public relations strategy for a program or an event, take time to evaluate and measure the results with your staff. Did your program and/or event receive a lot of publicity through articles in local newspapers or new twitter followers? Review your overall strategy to see how the results benefited your business.
Through utilizing these steps, you will gain more publicity and generate an increase in sales for your company.
Image credit: sxc.hu/stroinski
Wilcox, Dennis L. Public Relations Writing Techniques and Media Techniques. Allyn & Bacon, 2009.