Word of mouth is a very powerful public relations weapon. Yet not everyone realises that one of the best ways of generating it is through publicity. Publicity is getting free editorial coverage in newspapers or magazines or being talked about on radio or television and is very effective when it happens. Indeed, they say publicity is seven times more effective than advertising.
Publicity for you
Most large businesses, even those with substantial marketing and advertising budgets, devote considerable resources to public relations because they realise it is one of the best and most cost-effective ways for them to attract customers and increase their business. If you run a small businesses should look at the benefits of PR and positive media coverage because it can:
- attract customers
- increase demand for your products or services
- provide an edge over your competitors
- enhance your credibility and prestige
- get your message across without the expense of advertising
- create goodwill in your community
Publicity can be gained through media releases or news conferences, promotional activities such as product give-aways, special events, site tours and product launches.
PR expertise
Reading an article about a product or seeing a story on the news has a lot more credibility than an advertisement. But if you send your publicity item to an editor there’s no guarantee it will get a run.
One of the characteristics of publicity is that you have little control over whether your media release or news conference will be covered. The editors have complete control; they are the ones who decide if your story will be used and they have the editorial licence to alter or use only a part of it.
This is where you can use the help of an expert – someone who understands how to make your media release stand out and be noticed and who has good media contacts and strong working relationships with a variety of journalists and editors. Free publicity is really an oxymoron as it does cost money to employ an expert to promote your product or to devote your time or an employee’s time to handle it.
Tips to writing a great media release
- first and most important – have something interesting to say. Consider the unique selling point (USP)
- write a catchy headline – choose a short, punchy phrase
- bright opening – place the strongest point first
- content – the five Ws: what, when, where, who and why
- use memorable quotes
- title it ”Media Release” and always include the date
- include telephone, mobile and email contact details and website address
- use letterhead and keep content to one page
- send your release to the appropriate person – do your research
- follow up – media liaison
Coordinated approach
To ensure the success of your campaign, PR objectives should be clearly defined and developed as part of your overall marketing strategy. The best results will be obtained through a coordinated approach to all your marketing, advertising and public relations activities. Your key messages, information and branding should be included on all your marketing and PR material.
Publicity is a very valuable tool but is often overlooked as a true means of creating interest in a product or service. Normally public relations is an afterthought to an overall marketing campaign and can represent only a small percentage of the overall budget. But approach it in the right way and it can work very well and produce tremendous results.
Not all publicity will help to increase sales, but it can generate public goodwill and promote corporate image, create product awareness and help to build your brand.
