How can PR campaigns generate business growth?
Good morning Susan from rural Australia,
Steve Osborne's response is absolutely correct. Every detail of his reply is valuable information for you.
It's the third party endorsement that's the icing on the cake.
If you say your product or service is wonderful, who cares? You're biased.
If, on the other hand, a journalist. Or even better, a customer who has no strings attached. Has the opportunity to speak in favour of you. We all sit up and take notice.
Most of what we know about companies is what we read in the media. And search for in reviews on Google. Or discover on social media platforms where customers are talking about them.
Or worse. Trashing them.
This is how we discover who we should be doing business with.
Once we know who we want to spend our money with, we then visit websites.
And then make a decision.
This is my personal experience with publicity.
I'm the purveyor of the Fitz Like A Glove™ Ironing Board Cover And Other Goodies.
A very low interest topic. Bottom. Of. The. Range.
Getting publicity for an ironing board cover is like asking a journalist to write something interesting about steaming an envelope open.
But we have a story. 'How We Built A Worldwide Business From Broke.' From a remote property in rural Australia. On the back of a humble ironing board cover.
This is the link. http://www.interfaceaustralia.com/wordpress/our-s...
This story makes us very interesting.
And this story has generated publicity for us in every major publication in Australia since 1994.
We've been featured on A Current Affair.
Suggested as a story for Australian Story.
Been featured on ABC Radio National's Life Matters program.
Been interviewed on so many radio programs I've lost count.
And had a huge article written about us in 2002 in Domain Magazine that generated $25K in sales from December 2002 to March 2003.
That's the power of publicity. And other people talking about you.
Never stop seeking it.
It's magic when it happens.
How did we get all this publicity?
We knocked on doors. Had them slammed shut in our face more often than opened.
And others told people of influence about us. Who asked if they could feature us. Or write about us.
NEVER say NO!
Always say YES!
And always be on the lookout for opportunities to pull the brass ring with publicity written on it.
I hope this helps, Susan. It's never easy to get. Unless you're in a trendy business that's super hot.
~Carol Jones, Ironing Diva❤
Purveyor of The Fitz Like A Glove™ Ironing Board Cover And Other Goodies
In 29 countries.
I'm looking for places to submit our SavvySME press release to. Does anyone have any suggestions for free press release submission sites? It would also be great to get some tips on effective press...
Does anyone know the appropriate steps to create a publicity/marketing plan for a business PR event?
There is an explosion happening right now in affordable, easy-to-use tools for communications professionals in social media and beyond. What are some of your favourite PR tools?
I would definitely put HARO and JournoRequests up there. It's free so it's perfect for small businesses.
If you're looking for paid ones, I've had good experiences with Prowly and BuzzSumo with their enormous selection of media contacts. BuzzSumo is more content-oriented but one could 100% use it for PR.
It's easy to get in the news if you announce funding, a new product, etc. But what are some great PR techniques to keep a high profile over a period of time?
Have something to say that's of interest to your audience.
Not something which you want to say, but something which will genuinely give them value or spark interest. Have a really good understanding of what your customers care about and make absolutely everything about that.
Many founders and SME's focus too much on what they want to say, which just gets ignored as white noise.
What do you think PR is and where does it fit into your Marketing Strategy as a SME?
Thanks for tagging me to this @Hatty Bell I may have missed this question with that.
I think that the answers given by @Lisa Creffield and @Erik Bigalk get to the heart of what I would call a traditional answer that is still relevant and meaningful to many businesses.
However, my perspective on this is not as traditional. Department names often carry baggage with them. I’ve also experienced professionals from Marketing and PR that unfortunately don’t speak well of one another.
I believe a realignment corporately is necessary for this to ever really change, because only changing the name doesn’t fix the underlying problems and trust issues. That said, I believe several roles should fall under the group name of “Communications Strategy”. It is often necessary for PR, Marketing and Advertising to all work together. I think at direct consumer business (B2C) this is even more apparent. But, I also think that Customer Service (CS), Customer Experience (CX) and User Experience (UX) are also part of the Communications Strategy team.
Marketing, PR and Advertising are typically a one-way communication channel. CS, CX and UX are typically either two-way communication channels or at least funneling the customers’ communication back into Marketing, PR and Advertising.
Unless a company is really trying to send waves through their industry newsletters and magazines or to position themselves for awards, I don’t think traditional PR plays as big a role as it previously did. This is especially true for remote all internet based ventures and retailers.
However, as the others have stated, when reaching out to media (publishers, tv, radio, etc.) sometimes they are put off by the sales-y marketing department style. They typically want the facts and then they determine their own angle based on those inputs.
Additionally, I think PR still needs to make an adjustment because often times by consumers they are only thought of as the “spin-team” that tries to walk back bad actions or events that have happened. I think a healthy dose of transparency, honesty, and authenticity would go much further (especially with the younger generations that are more immune to BS and ads because they are constantly bombarded with them).
I also tend to think of the marketing role as focused on the Product or Service reputations, and PR focused on the business reputation. This also gets muddied for a business that has one product and the product is essentially the whole business.
For those that have experience working with a PR agency, do you think PR firms are worth the money? Also, where do they offer the most value? Is it the fact they save you time, their network and...
It depends on your budget and the time and resource you have available internally. If you are a bigger business and can afford to pay $8k-$15k a month, it can make sense to hire a reputable agency. Just make sure you do your due diligence and set clear measurables/KPIs, so that everyone is on the same page when it comes to anticipated results.
For startups and smaller businesses, who may find these costs prohibitive, there are some really simple tricks of the trade you can implement to save a tonne of cash. A common misconception about PR is that it's all about contacts and that some sort of black magic is involved. With 15 years of experience in the industry, this isn't true. It's about having a good story. The media aren't interested in anything else. They don't care if it's a business owner or a PR person telling it to them. Most often, they would prefer to hear it from the business owner and there's no one better placed to tell your story than yourself.
Once you have a good story, you need to tell it to the right person. You can find the contacts by setting up google alerts for relevant keywords for your industry, looking up journalists on LinkedIn or Twitter and reaching out to them directly. Their contact details are normally readily available in bylines or you can get them on the phone by calling the switchboard.
There are a number of other DIY PR opportunities you can leverage too, like SourceBottle (which connects you to journalists looking for content for stories). It's easy to put your hat in the ring for speaking opportunities too, again just make sure you are adding value - rather than a straight-up sales pitch. PR is all about building credibility, so people buy from you.
By way of introduction, I run PR Shed, which offers businesses all the tools they need to do their own PR. With step-by-step guides on how to attract media attention, access to media contacts, easy-to-use-templates and one-to-one time with industry experts, it’s an affordable pay-as-you-go solution designed to help SMEs get their brand in the media.
Can anyone recommend some of the most effective PR strategies for a coaching business?
Hi Andrew: Would that be business coaching? For effective PR, you'd need to position yourself as an expert. There are a few ways you can go about this. Tactic A - Media Relations. Journos are always looking for experts with interesting stories/points of view. Identify a fresh and interesting angle in your area and craft a concise media pitch. Identify publications that your market segment would be reading - then research/identify appropriate journo(s) in those pubs you should approach. Tactic B- Content Development. Same objective - raising your profile. Develop quality and high-value content targeted to your potential clients. Examples, blog posts (for your site and/or a contributed piece for an appropriate publication), SlideShares, eBooks. Look for guest blog opportunities, speaking gigs. The thing here is to be a little different from the rest. Too often pieces from "thought leaders" regurgitate the same info over and over. Hope this helps.