5WPR – How to Tailor-make your own PR
As CEO of 5WPR I’ve come across numerous and multiple reasons for companies of any size and structure to engage in PR activity. Some realize that PR has turned into a measurable and cost-beneficial activity that translates to sales whereas others wish to embark on a periodic reputation and branding track. Whichever objective relates to your endeavors, there are various ways to begin and gain from PR practices which you might want to consider.
Within the industry numbers show shifting budgets from advertising and marketing to PR. Unsurprisingly, I’ve noticed newly-coined terms and definitions to this area of practice: “converged communications”. It stems from the notion that PR and marketing serve similar masters and with new media opportunities these two areas actually share several practices. Analysts covering our industry now confidently state that new media management belongs to PR.
I’m sure you’ve considered this long ago or as a recent initiative, but on some level you’re convinced that social media is something you cannot afford to pass on.
To that end, I’d like to offer some advice:
PR can essentially get the coverage, targeted audiences, and attention you deserve. What companies refer to as “free media” is actually the PR practice of offering unique angles and the story of you, your company, or your product that can potentially interest readers and viewers alike. With media nowadays ranging from broadcast TV, to print newspapers, to online blogs, newspaper sites, and social media – there are several ways to get that PR you seek.
Small Business: Small businesses don’t have to rely merely on word-of-mouth marketing due to limited budgets. Your small business and entrepreneurial success can get a boost by engaging in low-cost tailored PR.
Website: First thing after getting your website live is to start making it noticeable and search-friendly. Use your field of practice’s key words and repeat them across your website pages. This is a basic SEO practice which will be beneficial down the road as people search for your services. On the site itself make sure you offer multiple ways to connect with you. Share as much info as you can.
Facebook or twitter: Open your Facebook company page. Make sure to add images of your products and company. Try to combine multimedia if possible: company brand video clip, product review videos, links to service-related pages from your website or other sites that fans can find relevant.
Twitter is like a pet – if you don’t feed it often, it dies. Twitter requires a personal perspective and that means posting interesting content. Do NOT use twitter as a bulletin board for advertising purposes. It is the “water cooler” where people come together to share and “tweet” what’s on their minds.
Blogging: a great way to promote your service and website using SEO methods. First – it’s interesting to read what you share. These include your expertise tips, insight, and opinion on various issues relating to your business and industry. In addition if managed properly, your keywords come to play a major role in advancing your searchability online. Whatever it is you share make sure to synchronize your website and blog.
Media management: if you’ve followed the previous points, you are now ready to invite in external media to check out what you offer. Make a list of media outlets that cover your area of practice. Collect the fax numbers, emails, and phones of contacts within those outlets and update it occasionally. Now remember this: media management is NOT about the one-time dance. You will not get the coverage you seek just by sharing the big news. Share the everyday news too. When you reach out to the media strive to relate to an ongoing story or development that is relevant to your company. If you have a seasonal product or service – make sure to build up to the peak of it by offering various aspects. With consistency and persistence you will be marked as a quality source of expertise in your area and media will reach out back to you for stories as they happen.
Content: wrapping up all of these methods is the key that cannot be overlooked. Only genuine, original and quality content will work. Whatever it is that gave you the drive to initiate your small business – is the passion that should be put into your PR efforts.
Following these simple steps will make an impact .
Ronn Torossian is president and CEO of 5WPR, one of the 25 largest independent PR agencies in the U.S. Named to the “40 under 40” list of PR Week & Advertising Age, Torossian was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award, and may be reached at Rtorossian@5wpr.com and followed on twitter @rtorossian5wpr
About the Author: Ronn Torossian is the CEO of NY based 5W Public Relations, 1 of the 25 largest PR Agencies in the US. He is a member of Young Presidents Organization (YPO), a Jewish philanthropist and active in a number of worldwide Jewish organizations. More about Ronn Follow Ronn on: Facebook Google Plus Amazon RonnTorossian.com