Give one person the
responsibility. Designate one person to be
responsible for consistent publicity efforts. This person needs to be able
to develop ongoing relationships for most effective publicity. Shooting out
press releases the week before an event and hoping for the best publicity
you can get is largely a wasted effort. If your company lacks the resources
for a full time PR person go to your best “networker”. They’ll usually have
connections that help.
Know and meet the
person should become familiar with the appropriate contacts at the various
newspapers, magazines, stations, etc. Publicity efforts should be directed
toward a person, not a department or a company. Do this before you have to
ask for a “favor” in the form of publicity. Don’t forget online media.
There’s probably a blog or newsletter that’s more than willing to promote
your event. You can do much more targeted marketing online.
Write well. When using direct
mail, use short, concise press releases that are well-edited and
easy-to-understand. If you wrote the press release, ask someone else to edit
it. Do not mail large packets of information unless specifically requested.
(All of the useless information will get tossed immediately.)
and flowery adjectives in your news releases don’t help the cause. These are
a turn-off, and make it less likely that your valid information will be
Always provide a name, phone number, and/or e-mail address on press releases
which reporters or editors can use to obtain further information.
Provide a press
release that is real news. Make sure your information
is newsworthy. Don’t repeat last month’s or last year’s news. Don’t send out
releases concerning irrelevant trivia.
and exaggeration. If you are called for
further information, or approached by a reporter in any way, concentrate on
imparting truthful, valuable information. Don’t overly glorify your company
or your product. Above all, don’t lie or exaggerate. Truth
has a funny way of making itself known.