Get the Word Out: Public Relations (PR)

PR and advertising work in combination to help build awareness for a company, its products, services and events. The key difference between the two is that with PR, you don't pay for placement of articles and other information. It's what is known as "earned media." However, there's a cost if you hire someone to help you do PR. It's also considered by viewers to be more credible than advertising.

Advertising is anything you pay for, from creating brochures through buying TV and radio spots. In most cases, we suggest small businesses explore PR before considering paying for media advertising. If you need help figuring out how to tell the difference and which option makes sense for you, contact us.

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Press Kits

The fundamental tool of any PR effort is the press kit described below. Unlike your website, the materials should be written for the benefit of the press (not the consumer) and should be factual -- that is, no marketing-ese or promotional copy. Incorporate appropriate keywords where you can, since this makes them easier to find. You'll also want to make the materials available to the press on your website, in the form of a media room.

The following information is based on Marcia Yudkin's book "6 Steps to Free Publicity":

Press Kits may include:

• Product photos (high resolution)
• Key people photos (high resolution)
• Company backgrounder (also include info about company store, manufacturing process, etc.)
• Fact sheet (for easy reporter reference. Include facts about industry, trends, etc. Offer statistics, explode myths, recite research)
• Bios of key people (condensed and full length)
• Articles or other press about the company
• Press releases from the company
• Quote sheet (testimonials from authoritative figures or from reviews, with names, title, company)
• Perhaps a list of key distribution points where products are available
• If you're going to do an actual printed press kit (which could be appropriate for a trade show), I would include rubber samples, like that rubber business card

Tips for Creating a Media Room

A media room is basically the place on your website where the press can find information about you. The materials should be written with journalists and editors in mind -- skip the marketing hype.

• Make it easy to find by placing a link in the footer of your website, for example.
  
• Post all media materials, except photos, in HTML (not PDF's)
• Make photos downloadable
• Offer specific contact information: name, personal email, phone and location
• Include links to media coverage at their websites
• Make it easy to find basic facts, such as: physical location, date of founding, key personnel and the spelling of names for articles they write
• Audio or video clips
• Include statements on current controversies (of course this is optional)
• Remember that the Web is global; make sure the language and dates are universal; explain acronyms, etc.

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Tips for Finding Media Opportunities

• Make a list of media in your local area or by subject area that would be interested in carrying a story about you and your business. At their websites, search for names and emails of editors and journalists who cover your subject. They may also provide you with information on how to submit your information.
• At the websites of your targeted publications, look for their editorial calendars. This will tell you what they plan on publishing in the coming year. Look for stories related to your topic, and approach them with your story pitch.
  
• Don't forget to include bloggers who cover your subject. Search Blog Catalog for blogs by subject.
• Help A Reporter Out (HARO): Get notifications about reporters and journalists looking for stories.
• Reporter Connection: Similar to HARO, but not as well known.
• Source Bottle: ...and another one.
• Flack LIst: ...and yet another.
• Muck Rack: ...Okay, this is getting out of hand. There will only be so much you can keep up with. Stick with the ones that bring you the best leads.
  

Press Release Distribution Services

Spread the word and get more links through one of these press release distribution services. They also provide how to's on writing and optimizing press releases.

• 24-7 Press Release
  "Free press releases receive limited distribution and are not guaranteed to be posted." Next level of service is $49. Distribute a video press release at the $89 level.
• Express Press Release
  Submit press release for $29.
• The Open Press
  Submit press releases for free. Additional services start at $10.
• PR.com
  Submit press releases and job posts for free. Upgrades available at varying amounts. Watch for the fine print. It will cost more to add live links or images, for example.
• PR Web
  You'll have to spend at least $99 for the basic visibility package. You may want to give the cheaper options a try first, or simply submit your releases directly to the publications you're trying to get into.
• PR Leap
  This service started out free, but now submitting a press release will cost you, starting at $49. As of March 2008 however, they've added Social Tagging to their list of services, but it costs more to access this feature.
• PR Log
  Free service for distributing press releases; also submits to Google news and more.

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Advertising

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