PR Tips for Smaller Business
Landing media coverage can be a real challenge for smaller companies, so how should a smaller enterprise go about trying to get press attention? The following insights come from the experts.
Direct your press release to the right person
Journalists’ inboxes are flooded with email pitches every day, often for stories that don’t relate to their beat or publication. Make sure that you’re contacting the right person and understand their outlet. You have about four lines to pique their interest, and once you’ve got them hooked, keep it brief, no more than a page of text.
Ensure your punchy statements are backed up with real evidence
The best businesses succeed by having the self-belief and fearless vision to take managed risks. Translating that drive, energy and confidence in a written press release can be difficult. Keep it simple, refreshing and to the point so that journalists will write and readers will engage and talk about your business.
Be persistent and prove your business has expertise
Demonstrating both expertise and an ability to communicate clearly through a well-written blog on your site (with a topical angle and strong message) can be an effective way to impress a journalist. Analyse your team: who’s got the know-how and might be able to convey ideas well to your sector? Encourage them to write a piece and then signpost journalists to it. Then they can see at a glance that your company has already written on an issue and has pertinent comments and insights to offer.
It also helps to begin your approach by following journalists on Twitter, to get a sense of what interests them, then start talking to them about it. And be persistent; building relationships with journalists can take months, or even years.
Choose a timely moment to launch a product
Most SMEs find competing for press coverage against big household brands very daunting, but it needn’t be. The key is to be genuine and different. Think about your Unique Selling Point and use it to share creative original ideas. If you’re launching a new product, try to tie it in with something topical and, crucially, relevant. Go for something seasonal or cyclical, rather than a particular news story.
Most importantly, if the media is interested, be responsive. Their deadlines are real and must be met.
Are you embracing Public Relations as effectively as you could?
Adapted from an article by Anna Isaac, telegraph.co.uk