Public Relations

Publicity is free, believable and provides a lot of credibility and stature, it helps establish the identity of your business, it gives you authority and it is remembered.  You have no control over publicity, when it runs or how it is presented.  It is rarely repeated, you cannot buy it and you cannot assure its accuracy.  Some effort of public relations must be included in all marketing plans.

The single most important factor in obtaining free publicity is to provide news worth publicizing.  You must have the imagination to generate real news that is worth publicizing, the contacts to whom you can offer your news for publication or broadcast, and the persistence to follow through and see that you get the coverage you want. 

• Hold your press parties at unique places 
• Be “publicity aware” at all times 
• Address your release to a specific department or name
• Tailor your release to the personality of the medium for which it is intended
• Date it in the upper right hand corner
• Include the name of the person to contact for more information
• Include your phone number and release date
• Provide a headline
• Double space your copy on 81/2 x 11 and leave wide margins
• Write in short, clear sentences – state facts – who, what, where, when, why and how in the first paragraph
• When appropriate enclose an interesting photograph
• Immediately following the body of the release end with “–30-“ indicates end.

Other Public Relation Activities

• Write article on your area of expertise and get them published
• Become an active member in civic clubs and community organizations
• Assume a leadership position where possible
• Sponsor events, teams, floats, tournaments, etc.