Many people think they understand public relations. The truth is that PR can take many forms, from advertising to managing social media campaigns. But as a small business owner and entrepreneur, PR is not just about writing pitch letters and press releases. Here are some tips to help you learn what you can expect from the real world.
1. Learn the lay of the land – Public relations has a lot of terminology that is different from other professions. They are more likely to come at you sooner rather than later, so get Google-ing now. Make sure you know what acronyms like ROI (Return on Investment) and VNR (Video News Release) stand for. Other business professionals in the field will expect you to already know these.
2. Understand CisionPoint – If you have never heard of this program it’s time you become familiar with it. CisionPoint is the number one used database by public relations professionals to contact the media and get editorial press coverage for their clients. This software allows you to build media lists and find contacts at all media outlets in the United States that could be a good match for the service/products you are offering. It’s an expensive program, but if you’re planning on regularly seeking editorial coverage for your business, it’s well worth it.
3. Catch on to the not-so-obvious –
- Don’t underestimate the importance of networking – As the saying goes, “don’t burn any bridges.” You never know when an old connection might do you and your business good.
- Be polite and respectful – Maybe this one is obvious, but remember that the media is helping you out by covering your content; “please” and “thank you” can go a long way. Make sure that you are respectful of a journalist’s deadlines and know the appropriate times for a follow up.
4. Use Free Resources – There are a lot of free and low-cost resources available to business owners doing their own public relations. From Help A Reporter Out (a thrice-daily list of media queries) to Google Alerts (a free and easy way to monitor for coverage), there are a lot of sites to consider folding into your public relations efforts. See a full list of suggestions on Three Girls’ Free PR Tips page.
Now you are better equipped to handle your business’ minor public relations, but don’t feel like you have to take on the world on your own. If you need help with your PR give us a call!
Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation with our CEO and can answer your questions and discuss your specific brand marketing needs. Email [email protected] to make your appointment today.
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