The PR First Press Room
How to Benefit from a Public Relations Campaign
by Jim Farrell
When planning your company's marketing program, don't underestimate the impact of a public relations program!
Public relations is a great vehicle for telling your company's story (and touting its benefits!) in a factual, yet beneficial style. A PR campaign, properly implemented, will let thousands of readers (many of whom may never have heard of you) know who you are, what you do, and why they should utilize your services.
Some people refer to PR as "free advertising." A more accurate description is "information deemed newsworthy by editors."
Most editors and publishers (and especially their advertising staff!) cringe at the description "free" advertising. Unless you're the publisher's favorite cousin, general policy is that newspapers and magazines won't give away their advertising space.
What they will do, however, is print news releases, features and information presented in a straightforward, factual manner. And, unlike advertising, there is no charge for this service. The real determining factor is this: Will this benefit the readers of the publication? If the answer is "yes," there's a good chance your material will be printed - space permitting.
Put another way, your legitimate news can further your marketing goals by bringing you increased visibility and credibility.
Many businesses fail to take advantage of the opportunity to promote themselves through a public relations campaign. Here are a few legitimate examples of self-promotion:
1. You open a new business; or, your current business opens a new location.
2. You add staff members, or promote existing ones.
3. You develop a new product line (if you're an electronics manufacturer, for example, you develop a new "chip" that enhances the speed with which cellular phones perform)
4. Your company wins an award - anything from a Chamber of Commerce "Company of the Year" to "Bay State Corporate Citizen"
5. You are involved in a charitable cause (for example, you mount a campaign to collect money for the United Way and raise a sizeable dollar figure)
If you choose to try your own hand at self-promotion (more on this later!), remember a few key points:
1. Keep it newsworthy.
2. Keep it simple and straightforward. Jack Webb, who played Sergeant Friday on the Dragnet series, used to say "Just the facts, ma'am." Bad acting but good advice! If your company, XYZ Manufacturing, staged a ribbon-cutting event for its new location and 250 people attended from throughout the community, that's a straightforward, newsworthy fact. Embellishing it by saying "XYZ Company's CEO told a cheering and enthusiastic crowd that great times were ahead" will not win popularity points with editors, nor is it likely to see print.
3. Keep it brief.
Simple announcements are good springboards for publicity, and companies that are PR-savvy try to get these seen on an on-going basis, usually several times a month.
Writing your own press releases: the do-it-yourself guide
By Jim Farrell
I
occasionally hear business owners lament that they don’t
have much luck “getting announcements into the papers.”
If
that has been your experience, you’re missing out on
some excellent marketing opportunities! The use of the media
to promote your business news (in the form of press releases
and articles) is a great way to amplify your company’s
visibility and showcase its credibility.
Some
people refer to public relations as “free advertising.” While
there is some truth to that, no editor will ever agree to that
characterization. Newspapers and magazines aren’t in the
habit of giving away free advertising space, but they will print
legitimate business news. That’s where your marketing efforts
should be aimed. And, PR is very valuable advertising.
So,
let’s say that you fancy yourself “the next
Hemingway” and want to write your own press release. First
of all, what are the kinds of topics that papers will print?
Here are a few legitimate opportunities for press.
1. New hires: Everyone from your new
administrative assistant to that well-known CFO that you just
hired away from the competition represents a PR opportunity.
And, the new hire needn’t have just joined your firm two
weeks ago to qualify. “Recently” covers a wide range
in business news.
2. Promotions: If your staff accountant
is promoted to Senior Accountant, that’s news. Tell the
world (or at least your press audience).
3. New products: If your company manufactures
energy saving devices and you’ve just unveiled a new widget,
that’s the kind of information business writers and editors
love to see.
4. New divisions: If you own a real estate
firm and have recently added property management services to
your list of skills, a press release announcing the opening of
your Property Management Division should be favorably received.
5. Awards: Have you won a Chamber award?
Received recognition from a trade organization?
6. Unusual/eyecatching events: Did your
firm recently host a group of executives from another state or
country?
7. Seminars/speaking engagements: Did
you, or someone from your company, recently attend a seminar?
Did you lead one? Did you speak before the Chamber of Commerce?
Any of these events are fair game for press releases.
8. New clients/case studies: If you’re
an engineering firm and you were just engaged by the Commonwealth
of MA to provide a feasibility study for widening Route 24, tell
anyone who will listen or read the news It will let others know
the scope of your firm’s abilities.
9. Did you recently open a new location?
10. Have you helped a charitable cause lately? An auto
rental company donates a used vehicle to a local driving school.
It’s a great act of charity, and a wonderful news opportunity – especially
accompanied by a picture of the driving school owner and the
auto company owner.
Any
legitimate news about your company should be included in your
PR plan. And news releases (also called press releases) should
ideally be sent out every two to three weeks, so that your
business is always in the news somewhere. So first, before
we address how to write one of these press releases, let’s
look at who should receive it:
-
Any daily or weekly newspapers that are based in the same
community as your business.
-
Any daily or weekly newspapers that are based elsewhere but
cover your community.
-
Business publications (Boston Business Journal, Worcester
Business Journal, for examples)
-
High
tech publications – if
your company is a high-tech organization
-
Industry or trade journals and newsletters
Do it yourself?
There are certain skills that should never be attempted by amateurs.
Heart surgery is one example that springs to mind immediately.
Flying a 747 is probably another. However, assuming you have
some sense of news and a reasonable ability to write a sentence,
you may have some success in writing your own press announcements.
There’s no law that only PR agencies can write press releases.
So, if you’re feeling inclined to try it on your own, here
are a few guidelines.
1. Keep
it simple and straightforward. A press release should range
between 200 and 500 words. It should get to the point very
quickly and very factually.
2. Remember the 5W’s – “Who,
What, Where, When and Why” in your writing. Be certain
that your lead tells the story succinctly. Don’t make people
guess why you are writing the story.
3. Your first paragraph should summarize
the reason for the announcement. You promoted someone, your hired
someone, you launched a new product or division, or you won an
award. Write in the third person (that is to say, you are writing
about yourself or your company as though someone else were writing
it). For example: ABC Company today announced the promotion of
John Smith of Middleboro, MA to the position of Controller.” Here’s
another: “ABC Company today announced that it is the 2005
recipient of the Boston Business Journal’s “Best
Place to Work” award.
4. Don’t be overly flowery in writing.
In fact, don’t be flowery at all. Use simple, quickly understood
words. Remember that most of society thinks in soundbites and
goes for that “tell me quickly” strategy. If your
company president has been given the Chamber of Commerce Humanitarian
Award for the year, avoid something like “The award was
presented to Mr. Smith in front of a cheering crowd.” Just
say, “Alton Smith, president of XYZ Manufacturing, is a
2005 recipient of the Chamber of Commerce Humanitarian Award.” Then
explain the criteria for the award, and finish with a general
description of your company – and a phone number/web site
for additional information.
5. Remember that newspaper and magazine
editors are the ultimate gatekeepers. They have the power to
print or not print what you send them, and unlike the court system,
there is no appeal of their decision. Think like an editor. If
you were reading the document you just wrote and sent, would
you print it?
6. When referring to individuals, use
the newspaper style of mentioning first and last name, and every
subsequent reference last name only. For example: “Jim
Farrell, President of PR First, recently addressed an organization
of business executives on how to promote their companies through
PR. Farrell, who has been in the business 12 years…” Yes,
it sounds unfriendly. But the key to success with media is writing
as close to their style as you can, so that they are not applying
a “red pen” or the “track changes” to
every line. Editors are the gatekeepers, but they are human.
If it’s easily understood, it stands a better chance of
being published.
7. Include contact information. Someone
at your company should be readily available to answer questions
in case an editor or reporter wants to call and ask (quick callbacks
are key).
8. Remember that you are writing news,
not an advertisement. Your goal is to inform, not to sell.
9. Where appropriate, include a picture.
If it’s a new hire or new promotion, a good head-and-shoulders
photograph.
10. Check with the papers that will receive your press
release as to their preference for format. Many like e-mail,
but not with attachments (fear of viruses!). Some like fax transmissions;
a few of the old-timers (or, to be charitable, “traditionalists”)
still prefer snail mail.
11. The law of frequency regarding sending out press releases
is this: No more than once every other week, unless your company
is finding cures for fatal illnesses on a daily basis. Too frequent
distribution will wear out the welcome mat for you and lead to
the increased likelihood of less coverage.
Success at PR is more about consistency than magic. Well-written
news releases that address topics of interest to editors should
yield favorable results. Good luck, and good publicity!
(Editor’s
note: Jim Farrell is the president of PR First, a public
relations/marketing company, with offices at 2048 Washington
Street, Hanover, MA 02339. PR First handles publicity for
a variety of clients in the, environmental, service, and
business-to-business community. For additional information,
call (781) 681-6616, or e-mail: jfarrell@prfirst.com.)
TAKING IT TO A HIGHER LEVEL
The real value of PR comes, though, when it is taken to a higher level - where
a company showcases its expertise through feature articles or case studies.
For example, you are the president of a company that sells office products - everything from fax machines to copiers. You write a thoughtful, objective article on the effect e-mail is having on the sales of fax machines. Or, you offer a view of "The small print of copier service contracts - what's covered and what isn't."
If you are in the business of providing financial services to small business owners, an objective article that outlines the advantages and disadvantages of the Roth IRA would interest readers (and editors!). A company that analyzes utility bills and provides suggestions on how to save money could provide a feature that outlines how the average homeowner can save 20% on an electric bill, including a list of what are the common examples of overuse that the average consumer does. The article should be written from the position of providing information, not as a promotional piece.
BECOME AN INDUSTRY "POINT OF REFERENCE" FOR THE MEDIA
Companies that use public relations successfully often become points of reference for feature writers and editors doing broad-based, theme stories and seeking a local "expert" opinion. The president of a Boston area mortgage company gained significant television time recently when interest rates dropped to an all-time low, and reporters wanted an "insider" view of the industry and where it is headed. Getting editors and reporters to know of your existence is accomplished in part through newsworthy articles, and the ability to provide a credible, informed viewpoint. It doesn't hurt for media personnel to have a copy of your business or Rolodex card on file. A first-class cent stamp and a well-
composed letter of inquiry is a small price to pay if it lands you on the business pages of your favorite trade publication.
Good PR is worth its weight in gold.
DO IT YOURSELF?
If you a competent
writer, enjoy it and have the time to devote to it, you can
probably realize a level of success by conducting your own
public relations campaign. Identifying the newsworthy opportunities
is only a part of the challenge, though. Equally important
is
identifying the publications for which your information is suited. These
can include dailies and weeklies within your service area, as well
as a series of trade publications that cater to your specific industry.
Suppose your company is located in Lowell. It doesn't make sense to send your general news announcements to a publication in Pittsfield. The exception is if you have hired a marketing representative who happens to live in Pittsfield. In that instance, the paper would probably print the announcement. Let common sense be your guide. If it is appropriate, then send it. Be certain to include a name and telephone number as a "contact person" in case the reporter or editor has questions. And, if one of these deadline-driven folks calls you, return the call promptly. Jack Webb never said, "If you snooze, you lose." But that's good advice to remember, too!
If writing isn't your strength, or you just don't have the time to plan, coordinate and execute all the elements of a PR campaign, then consider using an outside firm for your company's publicity. If you choose this option, here are a few general guidelines.
(1) Seek a firm with industry-specific experience. If your company is high-tech, it's helpful if the PR firm has some familiarity and experience with your trade journals and industry.
(2) Seek a firm with a proven track record. Ask for samples of previously placed publicity.
(3) Seek a firm that understands the medium you are trying to reach. PR companies with background in newspaper or magazine publishing, or television reporting, generally understand the market better - and that can cut through red tape.
(4) Ask for references from the firm you select - and check them!
(5) Beware of long-term commitments until you are comfortable with the arrangement. Some companies insist on a year's contract. A more workable agreement would be three to six months with a review at the end of this period.
A good PR firm will function as your marketing partner -- able to identify and take advantage of opportunities for publicity. Done properly, PR will increase your visibility and enhance your image - and it should bring you more business.
PR can be a powerful and persuasive way to communicate a company's message. Remember the old joke which claims that, without PR, the Easter Bunny would be just another garden variety rodent!
Good luck, and good publicity!
(Editor's note: Jim Farrell is the president of PR First, a public relations/marketing company, with offices at 167 Washington Street, Norwell, MA 02061. PR First handles publicity for a variety of clients in the healthcare, environmental, and business-to-business community. For additional information, call (781) 681-6616.)
How to write your own press releases (click here)
The "Do it yourself" PR kit for business owners
By Jim Farrell
I often hear business owners lament that they don't have much luck "getting announcements into the papers."
If that has been your experience, you're missing out on some excellent marketing opportunities! The use of the media to promote your business news (in the form of press releases and articles) is a great way to amplify your company's visibility and showcase its credibility.
Some people refer to public relations "free advertising." That's half true. Newspapers and magazines aren't in the habit of giving away free advertising space, but they will print legitimate business news. That's where your marketing efforts should be aimed. And, good PR is very valuable advertising.
So, how does a business get into the PR game? Here are a few legitimate opportunities for press.
1. New hires: Everyone from your new administrative assistant to that well-known CFO that you just hired away from the competition represents a PR opportunity. And, the new hire needn't have just joined your firm two weeks ago to qualify. "Recently" covers a wide range in business news.
2. Promotions: If your staff accountant is promoted to Senior Accountant, that's news. Tell the world (or at least your press audience).
3. New products: If your company manufactures energy saving devices and you've just unveiled a new widget, that's the kind of information business writers and editors love to see.
4. New divisions: If you own a real estate firm and have recently added property management services to your list of skills, a press release announcing the opening of your Property Management Division should be favorably received.
5. Awards: Have you won a Chamber award? Received recognition from a trade organization?
6. Unusual/eye-catching events: Did your firm recently host a group of executives from another state or country?
7. Seminars/speaking engagements: Did you, or someone from your company, recently attend a seminar? Did you lead one? Did you speak before the Chamber of Commerce? Any of these events are fair game for press releases.
8. New clients/case studies: If you're an engineering firm and you were just engaged by the Commonwealth of MA to provide a feasibility study for widening Route 24, tell the world! It will let others know the scope of your firm's abilities.
9. Did you recently open a new location?
10. Have you helped a charitable cause lately? An auto rental company donates a used vehicle to a local driving school. It's a great act of charity, and a wonderful news opportunity - especially accompanied by a picture of the driving school owner and the auto company owner.
Any legitimate news about your company should be included in your PR plan. And news releases (also called press releases) should, ideally, be sent out every two to three weeks, so that your business is always in the news somewhere.
Do
it yourself?
So, now that you know what kinds of topics to write about, the next question is how to get it done. If you decide to try your hand at handling your own PR, here are a few guidelines that may help.
1. Keep it simple and straightforward. A press release should range somewhere between 200 and 500 words. It should get to the point very quickly and very factually. Remember the 5W's - "Who, What, Where, When and Why" in your writing.
2. Don't overdo. Let the story speak for itself. Don't be overly flowery in writing. If your company president has been given the Chamber of Commerce Humanitarian Award for the year, avoid something like "The award was presented to Mr. Smith in front of a cheering crowd." Just say, "Alton Smith, president of XYZ Manufacturing, is a 2001 recipient of the Chamber of Commerce Humanitarian Award." Then explain the criteria for the award, and finish with a general description of your company - and a phone number/web site for additional information.
3. Include contact information. Someone at your company should be readily available to answer questions in case an editor or reporter wants to call and ask (quick callbacks are key).
4. Where appropriate, include a picture. If it's a new hire or new promotion, a good head-and-shoulders photograph.
5. Develop a "media list" of papers where you will send your announcements - local papers, business journals, and trade publication. There are a number of good sources for media lists - and you can start with your local paper.
Success at PR is more about consistency than magic. Well-written news releases that address topics of interest to editors should yield favorable results.
Good luck, and good publicity!
