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.
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.
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:
|
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.
|
Tips for Finding Media Opportunities
|
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.
|
Advertising
We're putting together a guide about small business advertising. Sign up and we'll let you know when it's ready.
|
|