Catarina's World

Without a clear strategy you will lose an abundance of opportunities of doing PR that will not come back, you will react too slowly and lessen the impact of what you are doing.

How do you get your business in the papers?

How to succeed with PR

To be able to swiftly react to news you really have to know what you are aiming for with your PR activities. What's your target group? What's your message? Who's your spokesperson? What issues do you want to be associated with?

Whenever headline news is associated with what you do, contact media and make a statement. Journalists are keen to hear from companies involved in the sector.

Contact news agencies

Whenever there is news you would like to comment on call news agencies immediately and make a statement. The earlier you call the higher the likelihood of you being quoted.

Focus on developments in your area

What's being debated in parliament? What events are taking place? Inform journalists about news in your company that are related to what's going on and issues being debated. Don’t forget to give them background, facts and comments.

Scoops give opportunities

Whenever a newspaper has a scoop you can give them additional information and your points of view. Journalists will be keen to publish what you say since you prove that their scoop really was remarkable.

Take advantage of lack of headline news

When there is lack of news it's easy to get an interesting story published. And getting your company in the papers during the weekends is not as difficult as during the week. It’s not for nothing that Wikileaks always release their documents on Fridays. Always be prepared to take advantage of not much happening in the world by having press releases and articles ready to submit. And make sure that spokespersons are available to comment.

Anniversaries and jubilees are good occasions

An easy way to start a press release is by stating something like "with our national day coming up…" and then going on to whatever it is you would like to get published. Volvo for instance got a lot of coverage by taking advantage of International Women's Day by launching a car developed by and for women in connection with it.

Timing is key

Save your news until you need publicity, for instance because of fundraising or an IPO. A good example of that is how some fundraising organisations try to get as much publicity as they can at the end of the year which is the time when they raise funds.

Lobbying

If you want to impact decisions being taken you need to start lobbying long before the matter will be decided upon. For instance, if you are keen on being voted entrepreneur of the year it's a good idea to start submitting articles to the opinion section of major newspapers just before the jury will meet to decide who will be the lucky one.

Avoid days when much is happening

The day the budget is released, war breaks out somewhere or someone famous is taken to hospital it's a waste of time to try to get your press release published. It will not work for the simple reason that other more important events are taking place.

Forget about sending emails

Call the journalists. This is by far the most effective way to connect with media because they receive hundreds of emails every day. While everyone else is scared of getting a big no in their ear, having a bit of courage will get you further in the PR game.

The press release is dead. At least, the old press release where you e-blast news desks, reporters, and news-wires. While online media releases do serve SEO purposes and have track-able metrics, in a world of spam the last thing an editor wants is another generic email about the launch of something.

How are you handling your PR? Still sending press releases by email? Do you usually get your press releases published? Have you developed good relations with journalists in key papers? What strategies have you tried and which ones work for you? What suggestions do you have for companies trying to get more impact from their PR activities?

Photo: PhotoXpress – Christopher Hall

Media coverage can make wonders for your business. So solid news media strategies should be part of well-rounded publicity campaigns. As opposed to advertising, articles have high credibility, are read and for free – if you manage to get the editors’ interest. 

Media is constantly looking for news and are happy to write about companies and business people, provided they consider the story to be of interest to their readers.

Develop contacts in the media

Learn how journalists and editors work and decide what to publish. It's easier than you believe. Media is constantly looking for news and are happy to write about companies and business people, provided they consider the story to be of interest to their readers. Do you have a story to tell, positive news or wish to comment on something in the news related to your business? Pick up the phone and call the journalist. This can be particularly fruitful if your organization has an ongoing need to be in the newspaper or on TV.

Create news

Editorializing your news is crucial. What subjects are media interested in and why? What would make them interested in what you have to tell? Read, watch and study as many news outlets as possible and try to understand what makes news. Then present it in ways that make the journalist feel it is newsworthy.

Get to the point and keep it short

When sending press releases to media covering your field keep it short to the point. If it's long and complicated the editor may not even read it. Don't make it appear like advertising, boast or complicate it because that can work against you. Focus on what’s new, trendy, unusual, interesting, and of significance to the broadest numbers of readers. News organizations also love stories that arouse deep emotions – love, sympathy, hate, fear, anger – feelings that people can identify with.

Call the media swiftly

Journalists are flooded by emails so the best way of succeeding is to call him/her. Once you have got them interested in your story you can proceed with sending an email with information. And be swift. Nobody is interested in yesterday's news. If you spend too much time contemplating how to best get results you will miss the boat. Arrange a news conference if you believe, or know, you news will generate significant media attention.

Need help?

If necessary use a PR & Communications consultant. It doesn't have to cost a fortune but is well worth it. Media coverage can be make or break for your business so until you master the art of handling the press it is money well spent.

Don't hesitate to be interviewed and profiled in the media because it increases your chances of getting your news published. Look at Richard Branson. He masters the art of using himself as a living "advertisement" for Virgin Group. And I don't need to tell you how successful he is. Where would Virgin be today if Richard hadn't manged to get an abundance of media coverage? Don’t be afraid to ask for coverage and propose specific ideas. Your story could become the centerpiece on the front page. Don’t be discouraged or argumentative if your idea falls on deaf ears. You will learn from the experience. And don’ forget that the editor may turn you down today simply because the staff ’s time is taken up by other assignments. Be persistent. Be positive. Develop more and better ways to pitch your organisation into the news media. And whatever you do, don’t forget that if they don’t like you they will not publish your news. So make sure you come across in ways that make both you and the company look good.

(photo: aidasonne – PhotoXpress)

Sometimes people really complicate the art of communicating. So much so that even large companies convey their message badly to the wrong target groups. Maybe because they are into the latest fad in marketing? Regardless of the reason why, to succeed you need to start by asking yourself what, who, why, how and when. It all starts by having a strategy that delivers your message in ways that makes people do what you want them to do.

What if you don’t need whatever it is you think you need to be successful? Wouldn’t it then be a good idea to start by contemplating what, who, why, how and when and get the message that you can solve their problem across to your target group?

Who do you want to reach?

How can you succeed in getting your message across if you don’t know who it’s for? Who could be interested in what you have to offer? If you don’t know or believe that all people will be interested, I suggest you think again. Not all people are interested. Some could be but not right now, some are definitely not and some people are interested in what you have to offer right here and now. So how do you reach the latter group?

What do you want your clients to do?

The main interest of potential customers is not you and your products and/or services. It’s what’s in it for them. Do you provide information that make them understand what they gain from your offer? Or do you write about yourself, your products and services? Obviously you have to provide such information but in a way that makes clients realize what’s in it for them. How would you solve their problems? And don’t’ forget the importance of customers being able to contact you. If not, what’s the point in making an effort? May sound like a strange thing to point out but it happens that you have to make an effort to find contact details on a companies web site.

When is a good time to communicate?

Timing is key. When is the right time to sell your products and services to your target market? The right time depends on your clients and customers and a lot of other factors. But you really have to ask yourself when they need your products and services as well as if the demand depends on the season? What age group is likely to be most interested in what you have to offer?

When do most customers have problems you can solve? Does something have to happen in their lives for them to need you? For some companies that’s crucial, for others not.

Where do you reach your target group?

What medias should you use to get your message across to your potential clients? Using your web site and blog are musts nowadays. But are you using social media strategically to reach your target group? Where do you find them? Are they local or spread all over the world? Do you tweet your customers? Apart from that do you need newspapers, television, newsletters or direct marketing to succeed? Or it may be as simple as to donate some products to a local charity to create good will in your neighbourhood?

Why should people do what you want?

Are you able to make an offer that’s hard to refuse? In other words offer your target group something special that they normally can’t get. It’s not about just a bargain since people are prepared to pay full price for what they really want. But not always. So when you are doing a promotion it’s a good idea to offer something special in order to succeed. Could be a discount, bonus, premium gadget or some kind of a guarantee. The key is to get the message across that they are getting a good deal. Get your clients to feel that what you are offering is worth more than what they are paying for it. That way they feel good since they are making a good deal. If necessary hire a communications consultant to help you out. It doesn’t have to cost a fortune. And don’t forget that everybody loves a good story.

A lot of the time we think it’s more complicated and that we need to do more than is actually necessary in order to succeed. But communication isn’t rocket science. Once you start asking you will find the answers. There is mostly not a need to apply the latest theories you read about in Harvard Business Review. Many people are actually so confused by all the new theories constantly being launched they think they need more time, money and resources. But is that really true? You can do a lot with a little. Many great projects are started with a simple idea and a willingness to work hard. What if you don’t need whatever it is you think you need to succeed? Wouldn’t it then be a good idea to start by contemplating what, who, why, how and when and get the message that you can solve their problem across to your target group? If you do it right people who have a need will know, like and trust you. And then they will try, buy, repeat and refer.