Have PR phobia?
We can help you maximise your opportunities for visibility – using web and social channels as well as external press and industrial information distributors. By crafting well-composed articles and news items, we make it easy for journalists and content curators to pick up the content for publication – and by constantly churning out interesting information you will also position yourself and your business as the go-to people for relevant commentary.
Creating and implementing a PR plan can be very daunting for a small or emerging business. Having a dedicated PR resource is a luxury that many of us have to do without, but there are many ways in which this can be handled without having to cost a lot of money.
Here are five tips from our PR expert Margaret McDonnell, on how to approach PR for small businesses.
1. What’s the story?
Always ask whether what’s going on in the business can be a potential news story. What new products or services are being launched? Is the business approaching any milestones, or are you planning an event? If it’s interesting to your clients or prospects, chances are it will also spark an interest from the press.
2. What’s going on around you?
By keeping an eye on the media environment in general, you can discover angles of news stories which you could comment on or respond to as a business. If a new statistics report is released, for example, you could take the opportunity to write a commentary on how you see the trends affecting your region or your clients.
3. Write it yourself.
Many journalists appreciate receiving a brief, well-written piece of copy which can be published as it is, or built out into a bigger story. Margaret’s top tip is also to include a photo – even if it’s just a headshot – to make the story even more personal and eye-catching. (Bear in mind, of course, that newspapers don’t want to print the same story as everyone else, so make sure you don’t send a generic mass email to all your contacts. Make it personal!)
4. Keep it regular, but not over the top.
Make a habit of sending a story to your press contacts once a month. This will help build familiarity with your brand and keep you at the forefront of the journalists’ minds if they ever want to do a story involving your particular industry. However – if you want a story to have a seasonal connection such as Christmas or summer holidays for example, send it plenty of time in advance.
5. Be quick.
Sometimes being first with a unique story or offering the first comment on a major news event is all it takes to get covered on the front page. Check the Twitter hashtag #journorequests regularly to spot opportunities to speak to journalists on hot topics.