One of the most important components of success is getting your name out to the public. This helps not only when marketing a new product or service, but it also serves as a continuous reminder to potential clients of your presence.
Jim Farrell, president of PR First, offers the following tips on how to be noticed in a sea of competitors. This week, he explores what to write and who should receive it. Next week he will explore how to write it.
I occasionally hear business owners lament they don't have much luck "getting announcements into the papers."
If that has been your experience, you're missing out on some excellent marketing opportunities. The use of the media to promote your business news, in the form of press releases and articles, is a great way to amplify your company's visibility and showcase its credibility.
So, let's say you fancy yourself the next Hemingway and want to write your own press release. First of all, what are the kinds of topics papers will print? Here are a few legitimate opportunities for press.
- New hires - Everyone from your new administrative assistant to that well-known CFO you just hired away from the competition represents a PR opportunity. And the new hire needn't have just joined your firm two weeks ago to qualify. "Recently" covers a wide range in business news.
- Promotions - If your staff accountant is promoted to senior accountant, that's news. Tell the world -- or at least your press audience.
- Awards - Have you won a Chamber award?
- Unusual/eye-catching events - Did your firm host a group of executives from another state or country?
- Seminars/speaking engagement - Did you, or someone from your company, recently attend a seminar? Did you lead one?
- Did you open a new location?
- Have you helped a charitable cause? - An auto rental company donates a used vehicle to a local driving school. It's a great act of charity and a wonderful news opportunity -- especially accompanied by a picture of the driving school owner and the auto company owner.
Any legitimate news about your company should be included in your PR plan. News releases ideally should be sent out every two to three weeks, so your business is always in the news somewhere. Who should receive it?
- Any daily or weekly newspapers that are based in the same community as your business.
- Any daily or weekly newspapers that are based elsewhere, but cover your community.
- Business publications
- High-tech publications - if your company is a high-tech organization
- Industry or trade journals and newsletters
-- By Jim Farrell
