Ten Top PR Tips
So, you have a gorgeous range of products ready to sell to discerning customers, you’ve sorted out your brand, you have a website and an online shop. Now all you have to do is let people know you’re there.
We all know how difficult it is getting into the press and getting your products out there. Well today help is at hand because top PR company, Tangerine PR, have generously agreed to share their top ten tips with us. Ready?
1. Consider why you want to do PR. What are your objectives? What do you want to achieve? What do you want to be different?
2. Consider whether you can really do this yourself or if you need external help from a freelance practitioner or consultancy. Will you really be able to dedicate the time? Have you got the expertise? Have you got the budget?
3. Identify your audiences and list them in your PR plan. Who do you want to engage and why?
4. List your key messages. What do you want to say to your key audiences and what do you want them to think about you/your business. Make sure your messages are different and focus on your USPs (unique selling points) not messages all your competition claim too.
5. Consider the routes to reaching your audiences ’ media, direct, associations, events etc. List what they read (if you don’t know then ask them), where are you likely to meet them directly? Where can you get an audience with them?
6. Start to build a relationship with the media your audiences read. Before approaching them, read a number of editions. Learn who writes what within the publication. What columns and articles do they regularly run? Where could you and your business fit? Learn their style. Once your are familiar and can hold a conversation with them, encourage a meet ’ a quick coffee can suffice. When you have a relationship, keep it going. Thank them for writing a good piece, keep them informed but don’t ’badger’.
7. Before starting to write anything (eg a press release) remember PR is not advertising. For the journalist to take your story it needs to be:
a. Something different
b. Newsworthy
c. Topical ’ current issue but not something that’s been done before unless you have a new slant
d. Relevant – of specific interest to their readers (particularly important with regional media)
e. Interesting
f. Ideally have an accompanying visual (eg photograph ’ done professionally not with the office digi camera!)
g. Have ’legs’ ’ something the journalist can add to and will go further
8. If you don’t make it into print straight away, don’t worry. PR takes tenacity and perseverance. If it didn’t work, consider why. Was it too much of an advert? Has the angle/topic already been ’done to death’? Was it not relevant or interesting?
9. Don’t rely just on media relations. Much of PR is exactly that ’public relations’ not ’press relations’. Work with your/your customers’ associations as a way of reaching them. Conferences, speaking opportunities, networking ’ it’s all PR.
10. Have fun! PR should be enjoyable. It should be about engaging people and getting a result. Yes it can be hard work and disheartening at times, but nothing beats the buzz of a great piece of media coverage or that random but crucial meeting!
Tangerine PR
Although only four years old, Tangerine have quickly carved out a strong reputation. They have been voted Number One in the North West and they have also won a European award for European award for People Policies from Manchester Enterprises.
The team is headed by managing director Sandy Lindsay. I’ve seen Sandy speak a few times at various events and she’s truly inspirational.
If you’re looking for a PR company and would like further information go to www.tangerinepr.com. Tangerine PR has a North West base but a national presence.
