PR - How to enjoy the benefits of FREE Advertising
PR, or Public Relations, is a great way of gaining FREE advertising. Given the potentially high costs of advertising and the variable outcomes, this is a superb and very cost effective alternative!
 As an SME, You do not have to be an expert. In fact, I encourage all my clients to proactively pursue this area of marketing.
Why? Well, clearly because it is FREE and it can businesses reach thousand of people. And if you enjoy the limelight it can make you famous and recognisable as a local celebrity.
Still sceptical? I work extensively with SME's who do not have the resources to use professional Agencies and yet my clients have gained profile on local TV, radio, newspapers, magazines and the trade press.
Some Simple Rules
1.Press Releases
Typically, most are written very badly. In fact, like Direct Mail, the majority end up straight in the waste bin. This is despite most of them being written by Agencies who charge large fees.
However, the good news is that a small percentage of Press Releases that lead to a story or interview have common characteristics that can be copied.
2.Try to Think like a Journalist
If there is one great secret of creating good copy it is to meet the needs of the journalist.
Most people think that this must be hard work. What is not understood is that journalist are constantly trying to write copy for their newspaper, magazine, radio or TV with useful, entertaining information. If you can help them achieve their goal it almost guarantees you some coverage!
The trick is to create a story that will be of interest to the needs of the readers or audience... ...So, you meet the needs of the journalists by meeting the needs of the audience.
If you are targetting a trade magazine, you need to think of a story that is of interest to it's readers. Or, if it's a local radio show, think about who would be listening and what would capture their attention.
By answering this question....you have developed the subject for your Press Release.
3.The Press Love a Good Story
You must undertsand that although YOU are full of passion and enthusiasm for your business, frankly the press couldn't care less. BUT they do love a good story!
So, don't take their indifference to your business personally - just come up with a good story that is of interest. As with most marketing, it's a matter of being creative and thinking outside of the box.
4. The most important part ...is the HEADLINE!
The very first thing that a journalists read is the headline. If it doesn't grab their attention, the Press Release is going towards the bin.
The secret is to make the headline both BOLD & INTERESTING and above all it need to stand out from other Press releases.
Who can forget this brilliant piece of Public Relations generated in The Sun Newspaper by Max Clifford.
Freddie Starr later wrote in his autobiography:
"I have never eaten or even nibbled a live hamster, gerbil, guinea pig, mouse, shrew, vole or any other small mammal."
When Max Clifford was asked in a television interview with Esther Rantzen some years later whether Starr really had eaten a hamster, his reply was "Of course not."
Clifford was unapologetic, insisting that the story had given a huge boost to Starr's career.
In May 2006 the BBC nominated "FREDDIE STARR ATE MY HAMSTER" as one of the top British newspaper headlines of all time.
Highly inventive, anarchic and mischevious it grabbed everyone's attention gaining wide national media cover and propelled Freddie Starr back into the public's consciousness.
Now, this example was exceptional and very diffcult to follow. At a more practical level, consider the following headline for a story about a Legal company:
"The importance of Writing your Will"
Or
"Local Householders Set to Pay!"
Whilst the financial importance of writing a Will is accepted, it's a boring subject. So, the headline was changed to make it personal and relevant to the people that may read it. Emphasis was indirectly placed on the consequencies for householders of Inheritance Tax. And lo and behold the story was published!
5. Use the correct format
This is all about making it as easy as possible, so follow these simple rules:
- Make sure that the headline is BIG & BOLD
- Make the Press Release no more than 250 words
- Use short sentences - it's easier to read and edit.
- Write in the style of the media you are targetting e.g. tabloid or technical journal?
- Insert the words "For Immediate Release" in bold and in the top corner
- Include a prompt for action e.g. Our Chairman, Mr. Smith is available for interview from 10am tomorrow.
6. How to Increase your Success
Journalists are busy and value their time. 
So, if they have not acted on your Press Release or have failed to contact you it does not mean that they are not interested.
PR is just like any other form of marketing...persistence will pay off!
If you do not hear within 2-3 days of your release, then why not give them a call.
Use the excuse that you're just checking that they have received your story. This is then a golden opportunity to "verbally sell" it to them.
And remember...
- to concentrate on the benefits, and
- outline what's in it for the journalist/producer's audience.
7. Become an Overnight Expert!
I have tried DIY Telemarketing - it was one of the hardest things I have ever tried to do because my battered ego couldn't readily take the constant rejection.
However, despite this I persisted, following the rules laid I out earlier and I did achieve success.
Coming up with a good story may be difficult. But you should not despair. If you are knowledgeable about your subject then you can position yourself as an expert. So, as an example, if you are an Accountant, contact the press just before the next budget statement. They will welcome your comments on taxation and it's impact.
PR can be easy - once you follow the simple rules and work out how to do it well!
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