Build your reputation and money by doing your own PR
A lot of companies rely on public relations agencies to build publicity and take care of their reputation. For large businesses, this is more convenient because it lets them focus on other aspects of operation. However, PR services are expensive, and it takes time for the investment to pay off.
A good alternative is to handle your own PR. Self-promoting is ideal for small and startup companies, who need the publicity but cannot afford to invest in PR. Here are some things to keep in mind when doing PR on your own.
- Put up a websiteIt doesn’t have to be spectacular. In fact I would avoid Flash and too many other bangs and whistles – you just need to create a web presence that describes honestly what you do so that journalists and other interested parties can find you when they look for news and press releases. Provide basic company information so they can make write-ups from your website without having to contact you. When you expand eventually, you can also use the site to talk to customers, accept orders, provide product information, advertise new products, and even coordinate with online retailers.
- Have a brand nameChoose a short, catchy brand name that people can associate with your product. For your brand to stand out, it must represent something more than the product itself. Don’t just say you sell good coffee – your product promises a relaxing experience after a stressful day. Design a simple but stylish logo to go with your brand name; a lot of people remember images better than words.
- Be patient and positiveRome wasn’t buit in a day and to get media coverage, you’ll have to approach a lot of journalists and editors – and get snubbed as well! Don’t expect to get published or booked on your first try, or even your first month. Just keep submitting press releases (you can add yours here on our site too) and articles, update your content regularly, and stay positive and professional when dealing with a sometimes unfriendly press.
- Know the mediaPress people will take you more seriously if you know who to talk to and understand how the press works. Take note of relevant publications, sections where your piece might fit in, and columnists who might be interested. Try to get in touch with the section editors or producers, as they are usually the ones who approve press releases and make bookings.
- Get organizedPutting in regular hours and following a schedule will help you stay productive. Keep track of your calls and submissions, the publications and stations that you’ve called, and those who have responded. List down your target publications and mark those that you have read or submitted articles to.
- Always be availableMake sure you’re always available for interviews or meetings in case the media gets interested in your business. Include contact information in everything you send out, as well as on your website. It helps if you have a mobile number so they can reach you anytime. If you’re going to be away from home, make sure there is someone who can take calls and make appointments for you.
Conclusion
Doing your own PR isn’t as hard as it seems – anyone can learn basic PR skills like writing news releases and talking to editors and producers. It can be challenging, but with some patience and resourcefulness, the returns can be even bigger than a PR professional can provide. After all, no one cares about your organization as much as you do!