Some easy to follow PR tips

How publicity can benefit your business or organisation

Publicising your company or organisation is not only about appearing in the local press.  It is just as important to inform those that work with you, support you and those that might benefit from your work, your services or a particular project. 

Publicity can provide a positive message to staff, customers and other the community you operate in.  Communicating positive stories to a wider audience will increase awareness of your organisation, project or business bringing new opportunities.

Good publicity can:

• Increase the awareness and familiarity of your organisation
• Associate your business with particular Market sectors
• Generate goodwill with target groups
• Raise the profile of your business, product or service, opening new doors and opportunities
• Help establish your organisation as being part of a wider community

External publicity

The local media are always looking out for good news stories and whilst the are no guarantees that the press will use your a particular story, the following guidelines should help to maximise your chances.

Firstly it is important to elect one person to be the contact for all publicity purposes to ensure a consistency to any information that is provided to the media.  This will help to avoid the possibility that opportunities are missed because it was thought someone else was doing it or had taken responsibility!

News Releases/Press Releases

News rooms in local newspapers, radio stations and regional TV studios receive many news releases each and every day. It is therefore important to maximise the chances of your news release being noticed by making it catch their attention.  A compelling and interesting headline followed by a strong opening paragraph will often determine whether a journalist will read the whole release or not.

A journalist will want to know:

• Who is doing something?
• What they are doing?
• When and where they are doing it?
• Why they are doing it?

Other points to remember:

• Make it easy to read
• Include your media contact’s name, telephone number and if possible their e-mail address
• If you have one, include a website address where a journalist can get further information regarding your organisation
• Remember to date the news release
• Avoid longwinded news releases and try to keep it to one page if you can
• The format of a press release is important - keep it simple

Photography

The printed media are always keen for high quality photographs.  A picture can relay a story and add further interest.  Supplying well taken pictures can be a very successful way of drawing attention to your business or individuals.  Be sure to include a comprehensive caption with the name of the organisation, details of who is in the picture and what is happening.

Press calls

If you are planning to invite the media to an event, ensure that they are given plenty of time to enter it into their diaries.  It is a good idea to issue copies of any press releases at such events, even if one has already been issued.  Confirm the details of the event in writing.

Websites

The Internet is a global phenomenon but its real power lies in its ability to create virtual communities, often local, with which organisations can communicate cheaply, quickly and efficiently. 

On the web, this communication becomes a two-way dialogue and for many organisations, their websites are increasingly becoming the first point of contact with the public, their customers, suppliers and partners.  The all pervasive nature of the Internet is such that online publicity has arguably a much broader role than in the real world, as every aspect of an organisation’s activity on the web has the ability to affect its public image and reputation.

The Internet also allows business partners to group together for mutual benefit.  Reciprocal links between websites with common or related content and aims is a great way to increase visitor numbers, providing further publicity opportunities.  Such links will also help to increase the number of visitors to your website.