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. Show 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. Related: Defining Your Business Goals 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. 1. Write your positioning statement. 2. List your objectives.
3. Identify your target customers. Related: Defining Your Market in 7 Steps 4. Identify your target media. 5. Develop story angles. 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. Then lead into your pitch: "As a Certified Financial Planner, I can offer your readers 10 tips to start them on the road to a financially comfortable retirement . . ." Make your letter no longer than one page; include your telephone number so the reporter can contact you. If appropriate, include a press release with your letter. Be sure to include your positioning statement in any correspondence or press releases you send. 7. Follow up. Related: How to Design Your Business Logo This article is an edited excerpt from Start Your Own Business, Fifth Edition, published by Entrepreneur Press. Entrepreneur Editors' Picks
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