Paid advertising isn’t the only way to spread the word about your business. In fact, one of the best ways to get your business noticed does not have to cost you a dime. We are talking about public relations.
Public relations is a broad category, spanning everything from press releases and networking at chamber of commerce meetings to sponsoring contests or holding gala special events. This chapter will show you the basics of public relations and give you plenty of ideas to get started. And ideas are what it’s all about, because when it comes to public relations, you are limited only by your own imagination.
Getting Publicity
Just what is public relations? And how does it differ from advertising? Public relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV, or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched.
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Find out the lead times for the media in which you want to run your promotional piece. Magazines, for instance, typically work several months in advance, so if you want to get a story about your business in the December issue, you may need to send your idea in June.
Publicity is more effective than advertising, for several reasons. First, publicity is far more cost-effective than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the media.
Second, publicity has greater longevity than advertising. An article about your business will be remembered far longer than an ad.
Publicity also reaches a far wider audience than advertising generally does. Sometimes, your story might even be picked up by the national media, spreading the word about your business all over the country.
Finally, and most important, publicity has greater credibility with the public than does advertising. Readers feel that if an objective third party—a magazine, newspaper, or radio reporter—is featuring your company, you must be doing something worthwhile.
Why do some companies succeed in generating publicity while others don’t? It’s been proved time and time again that no matter how large or small your business is, the key to securing publicity is identifying your target market and developing a well-thought-out public relations campaign. To get your company noticed, follow these seven steps. You’ll notice that many are similar or identical to steps you went through when developing your marketing plan.
1. Write your positioning statement. This sums up in a few sentences what makes your business different from the competition.
2. List your objectives. What do you hope to achieve for your company through the publicity plan you put into action? List your top five goals in order of priority. Be specific, and always set deadlines. Using a clothing boutique as an example, some goals may be to:
Increase your store traffic, which will translate into increased sales
Create a high profile for your store within the community
3. Identify your target customers. Are they male or female? What age range? What are their lifestyles, incomes, and buying habits? Where do they live?
4. Identify your target media. List the newspapers and TV and radio programs in your area that would be appropriate outlets. Make a complete list of the media you want to target, then call them and ask whom you should contact regarding your area of business. Identify the specific reporter or producer who covers your area so you can contact them directly. Your local library will have media reference books that list contact names and numbers. Make your own media directory, listing names, addresses, and telephone and fax numbers. Separate TV, radio, and print sources. Know the “beats” covered by different reporters so you can be sure you are pitching your ideas to the appropriate person.
5. Develop story angles. Keeping in mind the media you’re approaching, make a list of story ideas you can pitch to them. Develop story angles you would want to read about or see on TV. Think back to the last story about a company that kept your attention. What angle and interest was in that story and others that caught your eye? Plan a 45-minute brainstorming session with your spouse, a business associate, or your employees to come up with fresh ideas.
If you own a toy store, for example, one angle could be to donate toys to the local hospital’s pediatric wing. If you own a clothing store, you could alert the local media to a fashion trend in your area. What’s flying out of your store so fast you can’t keep it in stock? If it’s shirts featuring the American flag, you could talk to the media about the return of patriotism. Then arrange for a reporter to speak with some of your customers about why they purchased that particular shirt. Suggest the newspaper send a photographer to take pictures of your customers wearing the shirts.
6. Make the pitch. Put your thoughts on paper, and send them to the reporter in a “pitch letter.” Start with a question or an interesting fact that relates your business to the target medium’s audience. For instance, if you were writing for a magazine aimed at older people, you could start off “Did you know that more than half of all women over 50 have not begun saving for retirement?” Then lead into your pitch: “As a Certified Financial Planner, I can offer your readers ten tips to start them on the road to a financially comfortable retirement . . .” Make your letter no longer than one page; include your telephone number and email address so the reporter can contact you.
If appropriate, include a press release with your letter (see “Meet the Press” on page 511). Be sure to include your positioning statement at the end of any correspondence or press releases you send.
7. Follow up. Following up is the key to securing coverage. Wait four to six days after you’ve sent the information, then follow up your pitch letter with a telephone call. If you leave a message on voice mail and the reporter does not call you back, call again until you get him or her on the phone. Do not leave a second message within five days of the first. If the reporter requests additional information, send it immediately and follow up to confirm receipt.
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When considering media that can publicize your business, don’t forget the “hidden” media in your community. These can include free publications for singles and seniors, for tourists, for local companies’ employees, and for social or charitable organizations like the Junior League.
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Sending out publicity photos with your press release or kit? Make them fun, different, and exciting. Editors and reporters see thousands of dull, sitting-at-the-desk photos every year. Come up with a creative way to showcase something photogenic about your business . . . and make it stand out from the pack.
Meet the Press
Think of a press release as your ticket to publicity—one that can get your company coverage in all kinds of publications or on TV and radio stations. Editors and reporters get hundreds of press releases a day. How to make yours stand out?
First, be sure you have a good reason for sending a press release. A grand opening, a new product, a record-setting sales year, a new location or a special event are all good reasons.
Second, make sure your press release is appropriately targeted for the publication or broadcast you’re sending it to. The editor of Road & Track is not going to be interested in the new baby pacifier you’ve invented. It sounds obvious, but many entrepreneurs make the mistake of sending press releases at random without considering a publication’s audience.
To ensure readability, your press release should follow the standard format: typed, double-spaced, on white letterhead with a contact person’s name, title, company, address and phone number in the upper right-hand corner. Below this information, put a brief, eye-catching headline in bold type. A dateline—for example, “Los Angeles, California, April 10, 2014—” follows, leading into the first sentence of the release.
Limit your press release to one or two pages at most. It should be just long enough to cover the six basic elements: who, what, when, where, why, and how. The answers to these six questions should be mentioned in order of their importance to the story to save the editor time and space.
Don’t embellish or hype the information. Remember, you are not writing the article; you are merely presenting the information and showing why it is relevant to that publication in hopes that they will write about it. Pay close attention to grammar and spelling. Competition for publicity is intense, and a press release full of typos or errors is more likely to get tossed aside.
Some business owners use attention-getting gimmicks to get their press releases noticed. In most cases, this is a waste of money. If your release is well-written and relevant, you don’t need singing telegrams or a bouquet of flowers to get your message across (and most reporters won’t take such shenanigans seriously).
If you have the money to invest, you may want to try sending out a press kit. This consists of a folder containing a cover letter, a press release, your business card, and photos of your product or location. You can also include any other information that will convince reporters your business is newsworthy: reprints of articles other publications have written about your business, product reviews, or background information on the company and its principals. If you do send out a press kit, make sure it is sharp and professional-looking and that all graphic elements tie in with your company’s logo and image.
Talking to the Media
Once you reach the reporter on the telephone, remember that he or she is extremely busy and probably on deadline. Be courteous, and ask if he or she has time to talk. If not, offer to call back at a more convenient time. If the reporter can talk to you, keep your initial pitch to 20 seconds; afterward, offer to send written information to support your story ideas.
The following tips will boost your chances of success:
If a reporter rejects your idea, ask if he or she can recommend someone else who might be interested.
Know exactly what you’re going to say before you telephone the reporter. Have it written down in front of you—it’s easier, and you’ll feel more confident.
Everyone likes a compliment. If you’ve read a story you particularly enjoyed by the reporter you’re contacting, let him or her know. This will also show that you’re familiar with the reporter’s work.
Be persistent. Remember, not everyone will be interested. If your story idea is turned down, try to find out why and use that information to improve your next pitch. Just keep going, and don’t give up. You will succeed eventually.
Don’t be a pest. You can easily be persistent without being annoying. Use your instincts; if the reporter sounds rushed, offer to call back. Daily newspaper reporters face deadlines in the early afternoon. It’s best to call between about 2:30 P.M. and 5:30 P.M.
Be helpful and become a resource by providing reporters with information. Remember, they need your story ideas. There are only so many they can come up with on their own.
Always remember that assistants get promoted. Be nice to everyone you speak with, no matter how low they are on the totem pole. After you establish a connection, keep in touch; you never know where people will end up.
Say thank you. When you succeed in getting publicity for your business, always write a thank-you note to the reporter who worked on it with you. You’d be surprised how much a note means (and how few of these reporters receive).
Plan your publicity efforts just as carefully as you plan the rest of your business. You’ll be glad you made the effort when you see your company featured in the news—and when you see the results in your bottom line.
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Capitalize on old-fashioned publicity stunts. No, you don’t have to swallow goldfish or sit atop a telephone pole, but consider the landscaping company whose precision lawn-mowing team shows off its fancy footwork while marching in local parades.
Special Events
Ever since the first Wild West Show was staged to sell “Doctor Winthrop’s Miracle Elixir,” businesspeople have understood the value of promotional events. Even the most obscure product or service takes on new cachet when accompanied by a dash of showmanship. From “fun runs” to fashion shows, contests to concerts, businesses have learned it pays to be associated with special events.
In fact, special events are one of the fastest-growing areas of marketing today. And while large corporations shell out billions each year to host events, small companies, too, can use promotions to reach their market in a way no conventional method could.
No matter how spectacular an event is, however, it can’t stand alone. You can use advertising or public relations without doing a special event, but you need both advertising and public relations to make your event work. How do you put together the right mix to make your event successful?
First, you must know what you want to accomplish. The desired outcome of event marketing is no different from that of any other marketing effort: You want to draw attention to your product or service, create greater awareness of it, and increase sales.
While the number of special event ideas is infinite, some general categories exist. Following are some of the most popular.
Grand Openings
You’re excited about opening your new business. Everyone else will be, too . . . right? Wrong. You have to create the excitement, and a knockout grand opening celebration is the way to do it. From start to finish, your event has to scream “We’re here. We’re open. We’re ready to go. We’re better than, different from, and more eager to serve you than our competitors. We want to get to know you and have you do business with us.”
A grand opening is one of the best reasons to stage a special event. No one thinks twice about why you’re blowing your own horn. What you want people to think about is what a great time they had at your event.
That means no run-of-the-mill, garden-variety ribbon-cutting. Be original. If you own an electronics store, open your doors via remote control. If you are opening a yarn store, unravel a huge knitted ribbon. If you sell sporting goods, reel in both ends of an enormous bow until the ribbon is untied. Whatever your specialty, do something unusual, entertaining, and memorable.
Design a terrific invitation, do plenty of publicizing, provide quality refreshments and entertainment, select a giveaway that promotes your business (and draws people into the store to get it), and incorporate some way of tracking who attended your event (contest entry forms, coupons, free newsletter subscriptions, birthday club sign-ups, and so on).
Social Graces
Does your business use recycled paper products or donate to a homeless shelter? Today, many consumers consider such factors when deciding whether to patronize your business. A business’s “social responsibility” quotient can make a difference in its bottom line.
If you think getting involved in social causes would work for your business, here are some things to consider. First and foremost, customers can smell “phony” social responsibility a mile away, so unless you’re really committed to a cause, don’t try to exploit customers’ concerns to make a profit.
Consider these steps for making social responsibility work for you—and your community:
Set goals. What do you want to achieve? What do you want your company to achieve? Do you want to enter a new market? Introduce a new product? Enhance your business’s image?
Decide what cause you want to align yourself with. This may be your toughest decision, considering all the options out there: children, the environment, senior citizens, homeless people, people with disabilities—the list goes on. Consider a cause that fits in with your products or services; for example, a manufacturer of women’s clothing could get involved in funding breast cancer research. Another way to narrow the field is by considering not only causes you feel strongly about, but also those that your customers consider significant.
Choose a nonprofit or other organization to partner with. Get to know the group, and make sure it’s sound, upstanding, geographically convenient, and willing to cooperate with you in developing a partnership.
Design a program, and propose it to the nonprofit group. Besides laying out what you plan to accomplish, also include indicators that will measure the program’s success in tangible terms.
Negotiate an agreement with the organization. Know what they want before you sit down, and try to address their concerns upfront.
Involve employees. Unless you get employees involved from the beginning, they won’t be able to communicate the real caring involved in the campaign to customers.
Involve customers. Don’t just do something good and tell your customers about it later. Get customers involved, too. A sporting goods store could have customers bring in used equipment for a children’s shelter, then give them a 15 percent discount on new purchases. Make it easy for customers to do good; then reward them for doing it.
Entertainment and Novelty Attractions
Time, space, and popular appeal are three things to consider if and when you host or sponsor a one-time special attraction. If space permits and a beach motif fits your business, having a huge sand castle built in your parking lot might draw attention and business for the entire time it takes to construct it.
Just keep in mind that the novelties and entertainment shouldn’t last so long or be so distracting that no one finds the time or inclination to do business with you. Think of these events as the appetizer, with your product or service as the main course.
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Whenever possible, tie your business to a current event or trend. Does your product or service somehow relate to the Olympics, the presidential election, the environment, or the hot movie of the moment? Whether you’re planning a special event or just sending out a press release, you can gain publicity by association.
Holidays and Seasons
Some of the most common and easily developed special events are based on holidays or times of year.
Again, when planning an event tied to a holiday or season, make originality your motto. If the average December temperature in your city is a balmy 76 degrees, then don’t dredge up icicles and fake snow for the store. Take a cue from your locale: Put antlers on pink flamingos and dress Santa in shorts and sunglasses.
Celebrity Appearances
Working with celebrities is like buying a volatile stock—high risk but high return. If you are willing to go out on a limb, you may harvest the sweetest fruit. Many celebrities are affable, cooperative, and generous if they are treated professionally and supplied with all the necessary details in advance.
The key to using a celebrity to promote your business is knowing what kind of “personality” is appropriate for your company and marketing goals. Think about whom you want to attract, what kind of media coverage you want to generate, and what kind of impression you want to create.
Whether you are seeking soap stars, sports stars, or movie stars, it’s usually best to contact their agents first. If you don’t know who a star’s agent is, contact a talent agency or the organization the celebrity works for.
Unless you know celebrities personally, you must consider the arrangement a commercial venture for them. There are literally hundreds of details to work out and opportunities at every turn for something to go wrong unless you are experienced in dealing with celebrities or you have contacted a reputable talent or public relations agency to help you.
Celebrities don’t have to be nationally known names, either. Think about local celebrities in your community who might be willing to be part of your special event. A politician, well-known businessperson, or community leader can be an excellent addition to your big day.
Co-Sponsoring
You can partner with complementary businesses to host an event, or you can take part as a sponsor of an established charity or public cause. Sporting events, fairs, and festivals have proved to be popular choices with good track records for achieving marketing goals. Keep in mind, not every event is right for every business. As with any marketing strategy, your event must be suited to your customers’ needs.
You’re the Expert
As an entrepreneur, it’s your responsibility to get your business noticed—which means you’ve got to toot your own horn. You need to do whatever it takes to let others know you exist and that you are an expert source of information or advice about your industry.
Being regarded as an industry expert can do wonders for your business. How can you get your expertise known?
Start by making sure you know everything you can about your business, product, and industry.
Contact experts in the field and ask them how they became experts.
Talk to as many groups as possible. (If public speaking strikes fear in your heart, you’d better get over it. This is one skill you’re going to need as an entrepreneur. Try a Toastmasters group or practice among friends to boost your confidence and skills.) Volunteer to talk to key organizations, service clubs, business groups . . . whoever might be interested in what you have to say. Do it free of charge, of course, and keep it fun, interesting, and timely.
Contact industry trade publications and volunteer to write articles, opinion pieces, or columns. (If you can’t do that, write a letter to the editor.)
Offer seminars or demonstrations related to your business (a caterer could explain how to cook Thai food, for instance).
Host (or guest on) a local radio or TV talk show.
Do all this, and by the time you contact media people and present yourself as an expert, you’ll have plenty of credentials.
Think about how your company can benefit any event. If you are a florist, for instance, you could provide flowers for a wide range of charity luncheons or galas. A health-food retailer could provide free energy bars to participants in a local 10K race. Whatever you do, be sure to promote it with press releases, a sign in your window, or a mention in the event’s program.
Anniversary Celebrations
This is one special event most people can relate to. Staying in business for a number of years is something to be proud of, so why not share the achievement with others? Throw a party and invite current, past, and prospective customers to enjoy your anniversary, too.
Games and Contests
From naming a mascot to guessing the number of jelly beans in a jar, contests are a proven means of attracting attention. But they pay off big only when they’re properly promoted and ethically managed. Be sure your prizes are first-rate and that you get the word out in a timely and professional manner. Let people know how and when they can participate. Think through all the ramifications of judging and selecting and awarding a prize. Check out the need for special permits or licenses well before staging any contest (it never hurts to get a legal opinion just to be on the safe side). Above all, deliver on your promises.
warning
Before sponsoring a contest or giving away a prize, make sure you contact the FTC, a lawyer specializing in games and promotions, or your secretary of state’s office to check out the FTC guidelines governing different types of promotions.
Networking
The ability to network is one of the most crucial skills any startup entrepreneur can have. How else will you meet the clients and contacts necessary to grow your business?
But many people are put off by the idea of networking, thinking it requires a phony, glad-handing personality that oozes insincerity. Nothing could be further from the truth.
Think a moment. What does a good networker do? How does he or she act? What is his or her basic attitude? You’ll probably be surprised at how much you instinctively know about the subject.
You may decide, for example, that a good networker should be outgoing, sincere, friendly, supportive, a good listener, or someone who follows up and stays in touch. To determine other skills an effective networker needs, simply ask yourself “How do I like to be treated? What kinds of people do I trust and consider good friends?”
Now that you have an idea of what attributes a good networker must have, take an objective look at your own interactive abilities. Do you consider yourself shy and regard networking groups as threatening? Do you tend to do all the talking in a conversation? Do you give other people referrals and ideas without a thought to your own personal gain? Can people count on your word?
Many people go to networking events, but very few know how to network effectively. Networking is more than just getting out and meeting people. Networking is a structured plan to get to know people who will do business with you or introduce you to those who will.
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After you finish talking to someone at a networking event, take a few seconds to jot down pertinent information on the back of their business card. This can be anything from their business’s biggest problem to the college their daughter attends—whatever will give you a “hook” to follow up on when you call them later.
The best way to succeed at networking is to make a plan, commit to it, learn networking skills and execute your plan. To make the best plan, ask yourself: What do I want to achieve? How many leads (prospects) do I want per month? Where do my customers and prospects go to network? What business organizations would benefit my business? How can I build my image and my business’s image? What would I like to volunteer to do in the community?
Make a five-year networking plan listing your five best customers, five targeted prime prospects, and five targeted organizations. Next, set goals for involvement in each organization, determine how much time you will need to commit to each organization and prospect, and decide what kinds of results you expect.
Now that you have a plan, get committed. Tell yourself that you will devote enough time and effort to make it work. Half the battle of networking is getting out there and in the swim.
The other half of the battle is learning to network effectively. Typically, ineffective networkers attend several networking groups but visit with the same friends each time. Or they get involved and expect only to receive invitations and information, rather than participate and bring something to the table, too. Obviously, this behavior defeats the entire purpose of networking. If you stick with familiar faces, you never meet anyone new. And since most people stay within their circle of friends, newcomers view the organization as a group of cliques. This is one reason people fear going to new organizations by themselves—they’re afraid no one will notice them.
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Always be alert to networking opportunities. Don’t rule out traffic school, Little League games, aerobics class, and other nonbusiness events as chances to share your story. Leisure activities provide a natural setting for networking and encourage relationship-building.
The trick with networking is to become proactive. This means taking control of the situation instead of just reacting to it. Networking requires going beyond your comfort zone and challenging yourself. Try these tips:
Set a goal to meet five or more new people at each event. Whenever you attend a group, whether a party, a mixer, or an industry luncheon, make a point of heading straight for people you don’t know. Greet the newcomers (they will love you for it!). If you don’t make this goal a habit, you’ll naturally gravitate toward the same old acquaintances.
Try one or two new groups per month. You can attend almost any organization’s meetings a few times before you must join. This is another way to stretch yourself and make a new set of contacts. Determine what business organizations and activities you would best fit into. It may be the chamber of commerce, the arts council, a museum society, a civic organization, a baseball league, a computer club, or the PTA. Attend every function you can that synergizes your goals and customer/prospect interaction.
Carry your business cards with you everywhere. After all, you never know when you might meet a key contact, and if you don’t have your cards with you, you lose out. Take your cards to church, the gym, parties, the grocery store—even on walks with the dog.
Don’t make a beeline for your seat. Frequently, you’ll see people at networking groups sitting at the dinner table staring into space—half an hour before the meal is due to start. Why are they sitting alone? Take full advantage of the valuable networking time before you have to sit down. Once the meeting starts, you won’t be able to mingle.
Don’t sit by people you know. Mealtime is a prime time for meeting new people. You may be in that seat for several hours, so don’t limit your opportunities by sitting with your friends. This is a wonderful chance to get to know new people on either side of you. Remember, you are spending precious time and money to attend this event. Get your money’s worth; you can talk to your friends some other time.
Get active. People remember and do business with leaders. Don’t just warm a chair—get involved and join a committee or become a board member. If you don’t have time, volunteer to help with hospitality at the door or checking people in. This gives you a reason to talk to others, gets you involved in the inner workings of the group, and provides more visibility.
Be friendly and approachable. Pretend you are hosting the event. Make people feel welcome. Find out what brought them there, and see if there’s any way you can help them. Introduce them to others, make business suggestions, or give them a referral. Not only will you probably make a friend, but putting others at ease eliminates self-consciousness. A side benefit: If you make the effort to help others, you’ll soon find people helping you.
Set a goal for what you expect from each meeting. Your goals can vary from meeting to meeting. Some examples might be: learning from the speaker’s topic, discovering industry trends, looking for new prospects, or connecting with peers. If you work out of your home, you may find your purpose is simply to get out and talk to people face to face. Focusing your mind on your goal before you even walk into the event keeps you on target.
Be willing to give to receive. Networking is a two-way street. Don’t expect new contacts to shower you with referrals and business unless you are equally generous. Follow up on your contacts; keep in touch; always share information or leads that might benefit them. You’ll be paid back tenfold for your thoughtfulness.
Now that you know how to network in person, learn the fine art of social media networking in Part 7, Chapter 36.
Image Power
Throughout this book, we’ve touched on various aspects of developing a corporate image. Your business cards, logo, signage, and letterhead all tie into that image. So do your marketing materials and ads. It’s equally important to keep your image in mind when planning a publicity campaign.
Any events or causes you participate in should be in keeping with your business image. If your company is in a fun, creative industry, like the toy business, you can get zany and silly with special events like a balloon-popping race or pot-bellied pig races. On the other hand, if you’re in a serious industry like medical transcription or accounting, it makes more sense to take part in more serious events like a 10K walk or a blood drive.
The publications and broadcast stations you target with your publicity must fit your image, too. A company that makes clothes targeted at teenage skateboarders would prefer publicity in a cutting-edge lifestyle magazine rather than in a mainstream publication aimed at middle-aged moms. Think about how the publication or broadcast will affect your image, and make sure the results will be positive.
Don’t forget the most important parts of your public image: yourself and your employees. Your marketing materials and corporate sponsorships can tout your socially responsible, kind-hearted company . . . but if your employees are rude and uncaring toward customers, all your efforts to promote that image will be in vain.
Make sure your employees understand the image you are trying to convey to customers and how they contribute to creating that image. Show them by example how you want them to behave whenever they’re in the public eye.
The Meet Market
To make the most of any networking situation, make sure to heed the following dos and don’ts:
Don’t spend too much time with one person, or you defeat the purpose of networking. Your objective is to take advantage of the entire room. If you spend three minutes with a prospect, that gives you a possibility of 20 contacts per hour. Spending five minutes with each person reduces that to 12 contacts and so on.
Do give others the chance to sell, too. At a networking event, everyone wants to sell. You may have to play buyer to get a chance to be a seller. You must be able to wear both hats.
Do know the kinds of problems you can solve rather than a bunch of boring facts about your product or service. Talk in terms of how you benefit customers rather than the product or service you offer.
Don’t be negative. Never complain about or bad-mouth a person or business. You never know whether the prospect you’re talking to has some connection, interest, or affiliation with the people, company, or product you’re slamming.
Don’t forget your manners. “Please” and “thank you” go a long way toward creating a good impression.
Do be prepared. When people ask you what you do, be ready to describe your business in one short, interesting sentence that intrigues and enlightens.