Page 67 - PR COMMUNICATION AGE July - December 2020

Y Research a range of media outlets Y appointments of new staff; You can become involved in
(websites, publications, local TV organisations which are likely to
Y successful contracts and customer
and radio) to find out what kinds
stories; attract publicity
of stories they cover. Team up with suppliers or
Y events on social media that have Y
Y It is always easier to get exposure customers to work on attracting
gone viral; or
in local newspapers and specialist joint publicity.
magazines than in the national Y milestone events (eg your 1,000th Y Become a figurehead in a trade
press. But do not be afraid to customer).
association or local organisation,
approach the nationals if your so that its publicity brings you
story is strong enough. You can create publicity publicity.
opportunities
Identify other options For example:
Y Local TV and radio broadcasts can Y submit articles for publication in 3. Creating interest
bring your message to life, through your local press or trade Journalists will only cover your
words or images. For example, a magazines, or on relevant story if they think it is
news item or interview. websites which are looking for interesting or newsworthy

Y Public relations can involve a lot content; News is typically:
more than simply putting out Y commission a survey (serious or Y topical
press releases. You may need to frivolous) that can be written up Y new or controversial;
reach out to specific experts or as a news release; Y amusing or surprising;
influencers to get across complex
Y promote yourself as an expert and directly important to the
or specialised messages. Y
offer yourself for public speaking readership (or audience);
Y The best form of PR is a satisfied or comment on topical issues;
customer who recommends your Y a revelation or discovery;
Y develop a social media presence,
business to other people. Y linked with famous people or
participate in online forums and
places.
write or comment on blogs;
Budget realistically for the time
and costs involved Y suggest a local newspaper Maximise the publicity value of
Y The largest cost of PR is usually competition with your products as your PR opportunities
management time. prizes. Y Think of an angle to make it more
interesting. For example, inviting
Y Using a PR agency can increase the
You can become involved with a celebrity to the opening of your
effectiveness and reach of your PR
events and stories which are new premises.
and reduce the demands on your
time but will increase costs. already in the public eye Y Write your press release to
Y Send letters to the editor about highlight the interesting aspects
2. Opportunities local or industry issues. of the story - provide facts and
statistics, background information
Most businesses generate Y Sponsor, or donate products to, and quotes to help journalists
natural opportunities for PR charity events. write a good story.
activity Y Support careers evenings at local
Y Tailor the same story to suit
For example: schools or colleges. different media. For example, a
Y a new product launch;
Y Sponsor a local sports team or local paper might be interested in
Y opening new premises; exhibition. a local business success while a

"The key to a good marriage: laugh together, cry together, strive together: do everything together."

PR COMMUNICATION AGE July - December 2020 67