Press Releases, Public Relations, Media Kits, and You (PR)
Introduction.Let's be clear, 'word of mouth' is the best PR (public realtions). However, it does not necessarily replace advertisement and the classic PR of press releases. Each has its own justification.What to do first.The best point to start is to determine who you are, as a business. Who do you want to serve? Second, where do you find these people, you want to serve. You need to do this in writing! Have it critiqued by people you know and trust. They need enough guts to tell you what they understand and think (not what they think you want to hear).Know your customers.What if you do not care about knowing who you are, other than having customers. Then, ask your customers.Ask them why they buy from you? Ask them what they like about your business? Ask them what makes it different from the competition? Ask them where they heard about your business? Ask them what magazines and newspapers they read. If you know exactly whom you want to serve, ask them anyway. You might be surprised. Advertisements and Press Releases.For advertisements, and press releases, the basic rule is the same. Know where your customers will read it. This is more important for advertisement than press releases. Here, the reader simply needs to be impressed by the publication. That carries over to your ads.Now think of what is newsworthy about your business. e.g. A project was finished for a well-known client. Opened a new store. Started home delivery. Donated to the church bazaar. Celebrated first year in business. Expanded elephant toys selection. Next, build a media list. List all the newspapers and magazines where the press releases need to appear. Note the section it is printed (e.g. business, sports, etc.). Distinguish whether it is a town paper, trade magazine, etc. Contact them and find out what interest them. Find the appropriate editor. Talk to them and establish a personal contact. Ready to write and send.Write your press release. Write it well! How to do this goes beyond this article. But, be sure it is complete, with contact info, etc. Write it on your company letter head.Send it to the editor personally (snail-mail, e-mail, fax). Ask the editor how they prefer to get the press release. Tip: Highlight the keywords the editor told you interests them. If a local business, highlight the town. If in a particular topic, highlight. If a particular minority business, you get the idea. Post your press releases in the apropriate section on the website. PR Expectations.Last, but not least, understand what the purpose of PR is. It does not replace advertising. You have no control over what portion of the text is printed, if at all. Also, don't expect press coverage to bring customers, right to your door.Expect people to trust your business, because it was written up in the newspaper. Remember to post it on your website, or in the store window. When the editor calls about your expertise, in an area he wants to write about (and will quote you when he does), you know everything was done right. Press coverage dynamics and Media Kits.Usually, press coverage works like a food chain. It rarely happens you get printed in a major publication (Time Magazine, NY Times, ...), right away. Try the local and specialized papers first (Home Town News, Midwest-Chicken Farmers Monthly, ...).When contacting a new editor, send him a press kit as a foillow up. It contains a collection of your past press coverage. It has a background on your business (founded 19XX by me. Serving xyz customers in abc region, ...). It may be a biography of the founder(s). Conclusion.Remember, PR is a relationship game. You need to foster a relationship with the editor. Follow up, after you send something. Ask if they found it useful. Be patient and polite. Try to be helpful to the editor. Help them fill their publication with good stories or information. Avoid being a nuisance.If an editor has not printed any of your dozen press releases sent last year, it is safe to drop them from your media list. free pics images 32 inch LCD TV | good credit score | lamp projection TV | LCD vs Plasma |