How to Avoid PR Disappointment
After you send out a press release, pitch a reporter or do an interview, I find it’s always best not to get too excited about a potential media placement until it actually happens. After all, breaking news, editing, lack of space, or numerous other factors out of your control can keep your story from actually being published or broadcast. To deal with this situation, I highly suggest that you note the date the clip is scheduled to appear and then concentrate on other public-relations activities. For example, you can:
• Add current information about your business products, services and leaders to your website. Your newsroom should list your company’s newest information.
• Attend pertinent club meetings, events and presentations in your region. Tell people about your products and services and share your passion for your business.
• Volunteer to speak about your industry at various organizational functions. Not only will you get in front of your target audience, but you may be quoted as a speaker in a local paper. Reporters usually cover important community events so if you are a part of the activities, you significantly increase your chances of getting some free publicity. And even if press members do not attend, you will build some valuable business relationships in this networking process.
• Send out press releases and announcements on a monthly basis with your current contact information. This will help to remind key audiences and media members that you are still doing business and have great news, information and success stories to tell.
• Keep your eyes open. And as things progress, look for good customer case studies, business innovations, financial and employee growth stories, and unique information that you can turn into a new story, event or announcement.
These are just a few PR activities to add to your routine. But rather than focus on one placement, it’s important to work on an array of public-relations efforts on a regular basis. Not only will you build awareness, sales and credibility, but think how nice it will be when you open that major publication and see your interview from weeks earlier!
By Melanie Rembrandt
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