Top 10 Tips to PR Success

Top 10 Tips to PR Success
As business owners I'm sure you recognise the power of
publicity and how positive media coverage can have an
impact on your business. Free media exposure has a lot more
credibility than advertising. In fact it's said that
publicity is seven times more effective.

However you may also think that you don't have the skills
or knowledge to gain publicity and maybe you're not in a
financial position to hire a PR firm (yet!).

But if you follow my 10-point plan I'm sure that you'll
soon experience the power of the press.

1. Gain the appropriate skills and knowledge to become an
expert in your field. Experts on specialist topics are
sought after by the media. Become a qualified member of
your industry's association, as this will give you
credibility when the media choose to profile you.

2. Be clear on what your message is, know what you want to
say. Understand that you need to have a point of difference
or something interesting to say and that you need to get
that across in an entertaining and informative way.
Summarise your message in short, succinct, sound bites.

3. You need to have an audience to listen to your message.
Do some research on your ideal customer, perhaps a survey.
Look at whom your competitors are talking to. Zero in on
your target.

4. Reach out to your target audience through the media.
Research the most appropriate magazines, newspapers,
on-line media or TV shows for your story. Build a database
of media contacts or buy a media directory.

5. Approach the media. Send out a well-written media
release, follow up with phone calls. Submit articles to
magazines. Submit articles to on-line sites. Follow up
again. Make sure to be consistent with your media liaison.

6. A picture tells a thousand words. Send out a
professional and creative photograph with your release or
ring the media outlet and suggest a photo opportunity.
Stage a creative film opportunity for television. Media is
entertainment and most people are attracted to strong
visual images.

7. Be persistent. Keep on submitting media releases and
articles. But learn to take no for an answer and don't be a
pushy publicist. You need to build good working
relationships with journalists.

8. Be prepared for media interviews. Prepare beforehand
possible questions and rehearse the answers. Prepare a few
points you want to get across and stay on track. Again
think of sound bites and memorable phrases to convey.

9. Build up a portfolio of information about you. Your
media kit to include on your website as an online newsroom
and for meetings with journalists.

10. Consolidate your expertise by publishing books, CD's
and DVD's and reap the rewards of successful public
relations.

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Sue Currie, the director of Shine Communications
Consultancy and author of Apprentice to Business Ace - your
inside-out guide to personal branding, is a business
educator and speaker on personal branding through image and
media. Sign up for free monthly tips at
http://www.shinecomms.com.au/contactmanager/default.cfm
To learn more about how you can achieve recognition,
enhance your image and shine, visit
http://www.shinecomms.com.au