Practice These Power PR Tips
Build relationships. If you want exposure, don't call saying, 'Interview me.' Call the media to introduce yourself, build a bridge or bond, offer your expertise - even for background which will never be published. Offer up other industry contacts. Good reporters will see you as an ally and put you in their database for future use.
Be a trend watcher. Following local and national trends can help your business ride on the coattails of a larger event or happening. This way, for the local media, you can become a local tie in to a bigger piece. For national media, you provide more breadth and scope to their stories.
Create a day. If you have a security business, create a security day to highlight the importance of your industry or niche. Then, register your day with Chases Director of Events (www.chases.com), so reporters can see your event and possibly use you as an expert on the segment or industry. (See related Success Story on "Pick a Day to Call Your Own")
Start your PR early - especially for a start-up. The best time to start the PR machine for an upstart company is not when your doors open. Start reading the newspapers and industry journals a few months in advance so you can build your media list. A month or two out, start sending out press releases discussing your industry, trends and your business.
Work with charities. The bigger the local charity, the more allies you will become aligned with. Not only might you create relationships or get business from these like-minded individuals, again you can benefit from the halo of doing good in their midst. And most importantly - pro bono feels good!
Be persisent, but not a pest. If a reporter says call back in a month, don't call back tomorrow. Offer ideas without being a nuisance. Journalists know who they like working with. Become one of those they call on for wisdom, insights and interviews.
© 2003 Jeffery D. Zbar Inc.
