Public relations:

The fast track to attract buyers

If you’re on a tight marketing budget and trying to get your name out there, consider spending a little time and a few dollars on a public relations campaign.

A comprehensive public relations program educates, informs, explains, persuades, and can enhance your company’s credibility and can boost sales.

How do you assess the value of public relations? Most experts say that articles and news are worth 5 times the cost of a comparable ad for the same space. An article appears as a third-party story and endorsement, rather than a paid advertisement. And people will believe what they read in a newspaper or magazine much more easily than what they see in an advertisement.

The most important key is that a good campaign creates a ‘larger than life’ image for your company. A good story has a shelf life of 5 years, so it’s not as important who sees the article initially, but rather how you use it as a marketing piece. By including reprints of print articles alongside your other marketing materials, you can better position yourself and your business as a high-value provider with your prospects.

Articles published about your business will also help your website’s search ranking. An ‘In the News’ page on your website will generate interest, and links from the newspaper or publication can improve your search engine rankings.

Reprints or enlargements of print items can also be posted in your office or showroom, included in a photo book, and used to promote your business through mailings, newsletters, email campaigns, and other marketing sources.

So, looking at the overall benefits of PR campaigns, you’ll see that it’s not an expense; but rather an investment in the future of your company.

Before starting a campaign, there are a couple of things you need to do.

1. Establish a baseline of what type of exposure you currently have. By doing this, you will be able to compare the success of a campaign.

2. Commit to a minimum of a six month active campaign. A public relations campaign is not a program that you try for a month or two and then say it didn’t work. It takes time to open doors and make connections. It is an ongoing process that is always in motion.

Once you have a story in mind, the next step is to write a press release. Keep in mind that there are some simple guidelines to consider before you start writing.

1. Don’t write releases to sound like a one-sided or sales pitch.

2. Reference other products, companies, customers, industry associations and individuals whenever possible

3. All good press releases include who, what, when, where, why, and how.

4. Communications must be clearly typed, double spaced and with wide margins.

5. Be brief and factual.

6. Don’t ask or expect to review the copy before you write it.

7. Each release should have your contact name and phone number in the top right corner.

8. Be sure to include the date and title of your story.

9. If the release is more than one page long, begin each page with the title, page number, total pages included, and the date.

10. Hand-deliver press releases whenever possible. This provides an excellent opportunity to establish yourself as an expert in the area.

11. Always follow up by phone.

12. Provide photos with the pitches. Tag your photos with the name of the company, project, location, and the name and phone number of a contact person. Use tags for this purpose. Never write on the back of the photo as you could damage it.

The cost of creating a PR campaign can vary depending on your approach. Doing it yourself is the least expensive…if you have the time. Not only time is an issue, but you also need knowledge and contacts. Hiring a professional public relations manager is generally the easiest and most effective way. Here, again, you have two options: you can hire a regular advertising firm and spend all of your time making them understand your business and industry, or you can hire a public relations specialist who works exclusively in your industry and has all the contacts.

I. How to build a media contact file.

Once you have the story idea, now is the time to send the information to the appropriate editorial contacts. Developing your specific database of contacts is key to publishing articles. Always try to mail at least 3-4 articles or stories per year. The editors maintain a contact file and will contact you for feedback and feedback on other related stories. Be the professional they contact, to confirm information or to get answers to some of their questions.

Your media contact database should include the following:

• List of publishers such as: Business Editor, Local News Editor, Article Editor, or Lifestyle Editor. In smaller newspapers or publications, the above list may be the same person.

• Media file information: Type of media: Newspaper (daily or weekly), Magazine or trade. Media Name: Contact: Title: Address: City, State Zip Code: Phone: Fax: Email: Website: And how they like to receive your communications.

II. Determine what each publication wants and how they want to receive the material.

Finding out what your contact wants in the media and how they want to receive the material is critical. Certain publications do not accept external releases, however they are always looking for a key story.

The best way to find out is through a public relations agency that maintains a subscription database that includes all media contacts nationwide. This database is updated weekly and lists all the necessary data. The alternative is much more difficult, but you can contact each medium by phone and ask their requirements.

Here is a sample of how the Housing/Residential Development Editorial Assistant at Better Homes & Gardens Beautiful Homes would like to be contacted:

Submission Tips: Preferred Order: Email. She can also be reached by phone,

fax, postal mail or email.

It is essential to also understand the objective of the publication. This helps you understand what they are looking for and what you should send them. Here is a sample profile of Better Homes & Gardens Beautiful Homes.

Organization Profile: Offers readers real solutions to play an active role in the home building process. Editorial content covers new, existing, built-to-spec, or production homes. It shows new houses, design ideas, room planning, construction techniques and construction products.

third Create a photo archive and work with photographers.

One of the best investments you can make is to create a photo archive. When you create or see something out of the ordinary or special, be sure to capture a few shots. Consider the photos you take as test shots.

Test shots are ideal for showing off a post. If they like what they see, they will usually want to use their own photographer. If that’s not the case, you’ll want to hire your own professional photographer. Tahis is not an area where you should try to save money. With professional photos, you’ll have a better chance of getting your story published. And once you have great photos, you can use them for your website, literature, exhibition booth, advertising, presentation book, and other marketing tools.

IV. Copyright of the photographs and authorizations.

Before hiring a photographer, always discuss in advance who will own the copyright to the photos. Many photographers want to retain ownership of the photos, even if you pay them. Always make sure you terminate all copyrights. By owning the copyright, you’ll have more flexibility in what you do with the photos and you won’t have to pay to use them every time you want them. Don’t let the photographer tell you otherwise. Many professional photographers will work with you and give you full, or at least shared, use of the copyright.

If your photos include people (clients, models, even family), you’ll want to get a press release. A typical release will be worded as follows:

I hereby grant XYZ Company and XYZ Company’s designees unrestricted permission to use and publish any and all photographs of me and/or my personal property for editorial, commercial, advertising, display, exhibition use or any other printed use. material or electronic means without compensation. All negatives and positives, together with prints and all reproductions, shall constitute the property, including all copyrights, of XYZ Company, solely and entirely. The undersigned waives any right I may have to inspect or approve finished photos, or publicity copies or printed material that may be used in conjunction with other photos. I have read this release and fully understand its contents.

When using such a photograph, (I do) or (I don’t) (circle) I want my name, and included.

Names, address, city, state, zip code, and date, with a signature line.

Best of success in your new PR campaign! Remember that a third-party story is a great sales tool, and PR stories are ten times more valuable than advertising.

Helping companies find more buyers