Often, entrepreneurs don’t invest enough in marketing communications. You’re trying to shoestring and bootstrap while launching a business. Yet no one would disagree that promoting your business is crucial.
One option to support a smaller budget is public relations. Yes, PR works. Granted, you could spend thousands of dollars every month on a PR program. But there are also many things an entrepreneur could do to generate media exposure that supports business growth … things you can do without breaking the bank.
First, let’s define low-budget PR. These activities would be marketing efforts you pursue to generate exposure to your expertise and business in the media. Once in a publication, this exposure is essentially free, unlike the cost of advertising space. Even better, promotionally, is the editorial impact. A story about your business comes with third-party objectivity that an ad could never muster.
The editorial coverage leads to phone calls, e-mails and other sales support efforts. As a case in point, I’ll share some private information about the power of appearing in the media. Among the publications I write for, I provide a monthly column for Promotional Consultant Today (http://smartblast.net/F105/E10534/E10534.SQLVQL.htm).
In my March column, I referenced my book "Write Right" and the Web site: www.WriteRightBooks.com. When the article ran, the site enjoyed a 288% percent increase in the average daily hits by unique visitors. Even better, 43% of the visitors went from the home page to the BUY page. Book sales that week saw a similar increase.
It cost me nothing to put my information in that publication and the results were wonderful.
Let’s say you want to start out simply and distribute press releases. You can write them, produce them and distribute them for relatively little money when you do the work yourself.
Start With The Tools
The first tool you need is a media list. You need to know what publications you’ll target, who to contact and how that person likes to be reached. You could subscribe to databases. Or you could research information on the Web and by reading the target publications. The list is crucial and should be electronic so you can sort it and target the right editors for each type release you prepare.
The second tool is the media release template. Editors expect to see certain information that helps them identify the news and evaluate its appropriateness for their audiences. By creating one shell for your information, you can quickly and easily distribute consistent, professional communications. It can be as simple as your letterhead – with a few key additions. The release template should include your logo, company name, address, phone, fax, e-mail address and Web site URL. Note that when you distribute the press release electronically, be sure to make the e-mail and URL clickable. Using your letterhead as a backdrop is a quick and easy way to cover these important items. Be sure to have a standard spot to include the release date (For Release May 4, 2007) to help the editors give your news priority. Anyone interested in seeing a sample template may e-mail me and I’ll send you what we use at Mitchell Rose.
Your third tool is an objective eye to make sure what you think is exciting … is truly "news" to others. Certainly, you have many opportunities for news. Announcements about grand openings, new hires, exclusive contracts, etc. can all add up to PR opportunities. But maintain your objectivity to make sure the release is developed in a way that provides an objective overview.
Write Right
Once you have the tools and information that is truly newsworthy, you need to write the press release in a way that hooks the editor so she will be inclined to include your news because it helps her readers.
Every good release starts with an interesting lead. You’ve got to quickly and concisely get to the point. One way journalists maintain this focus is by using the 5Ws and H – Who, What, Where, When, Why and How. If you can get those details into one two sentences, you’ll have a lead that demonstrates to an editor that you understand you’re providing news – not self promotion.
From your lead, write a headline. It should be clear, concise and easy to understand. Puns and clichés may work, but a good, straightforward headline is a safe, effective way to interest your readers. And remember, self promotion will get tossed while "news" will have a chance.
Then write the body of your release. Busy reporters and editors, like you, often don’t take the time to ready everything you send. You have roughly three paragraphs in which to tell your tale. These important paragraphs are cleverly created to include your "must-know" news and should hit as many of those 5Ws and the H as possible. And for those who do read farther than the first three paragraphs, they should see a solid body that adds the support information. Body information and facts are important and relevant, but are supporting characters. The body provides quotes and context that back-up your news and your credentials.
Finally, wrap up the release with a separate section called "About XYZ Company." This should be a brief paragraph that gives an overview of your business, repeats your contact information and makes it clear who is distributing the release.
Then Distribute
Once you’ve targeted your list and written your release. You’re ready for distribution. Ideally, you should send the release to the people on your list in the manner in which they prefer to receive it. That could be e-mail, fax, regular mail, etc. The point is … when they tell you how they prefer to receive release, that’s how you should send them.
