Secrets

Make an Impact and Get Into the Press!

Putting together a marketing plan focuses the mind on your marketing mix, in particular deciding which elements will work for your business. Your marketing plan should reflect a multitude of methods to reach your target audience and PR (public relations) is an excellent way to do this.

It's easy to forget that the press and other media can work for your business without spending a lot of money on advertising. Building relationships with your local newspapers and indeed other local media such as radio and TV, can pay real dividends over a period of time. By building a section into your marketing plan which specifically concentrates on PR exposure, you will be adding value to the mix.

How do I get my business into the press?
Start by finding out who the right contacts are. For your local newspaper it's useful to know the Editor and understand who to speak to for business features. If your product or service is more lifestyle based, make sure you find out who the features Editor is too. Then you need to put yourself in their shoes - what can you offer them? If you offer a service that is in any way unique, invite them to come and have a look - offer them a free session or free product. Often newspapers are looking for stories and this is one way to source them.

If that wouldn't be appropriate for your business, draft your own press release when you have something interesting to report. If you've made contact with a local reporter you'll probably find that they will be searching for good material too. Always include a (good quality) photograph. This makes your story far more likely to get published because it adds interest.

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