There are two vehicles for having your company’s information show up in a newspaper or magazine… pay to advertise or let the press do it for you. The latter occurs as a direct result of public relations (PR) efforts - actively seeking publicity as a form of marketing communications.
While each of these is valuable, a solid news story can give you with a higher ranking on the credibility ladder. Why? Because people understand that an ad is placed by you so are far more suspicious of its veracity. (Recent consumer studies confirm that most consumers think that all advertisements include outright lies and/or misleading information. )
However, articles written by others are viewed as more objective (especially if the author has no stake in your company’s success or failure) and thus, more believable.
It’s important to understand how this process works so you’ll be able to take advantage of newsworthy opportunities that may come your way.
Most newspapers (and other media such as TV and radio) have a designated employee (usually called an assignment editor) who has responsibility for decide what’s news and what isn’t. They are tasked with reading and evaluating press releases. The ones that make the cut are sent to another editor for follow-up and inclusions, the others are usually trashed. The vast majority, up to 90%, end up in the rubbish.
This is why it’s so important to get it right if you expect to compete with the hundreds of others vying for the same space. Here are some handy tips:
These are just a few tips to get you moving in the right direction. However, as I’ve said before, best cost is not always least cost… so get a professional to help you with your public relations efforts. It will save you time, money and aggravation in the end.
Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, “Mandatory Marketing: Small Business Edition". She holds a master degree in marketing from Johns Hopkins University. Log onto http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful tools, tips and templates.