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Public Relations: Getting more mileage from local media
Advertising is a great marketing tool, but there's no substitute for good publicity. And if you're willing to do a little legwork and are handy with a pen, it may not cost you a thing. In fact, good public relations can increase exposure and boost business, especially when used as part of an integrated advertising, promotion and sales strategy.
"It's always good to start with a plan," said Patricia Plodzeen, who has worked for a Fortune 500 company, with the world's leading PR agency, and counts MCI as a client. "Outline your objectives, your message, your strategy and your rationale. Consider what's newsworthy about your company, and put yourself in the role of the reporter."
Plodzeen offers these tips:
Offer the write stuff
Write a newsworthy press release on your company. Examples of story ideas include company milestones such as anniversaries, updated fleet information, corporate or employee recognition events, interesting new tours or the hiring of important new personnel. Include an eye-catching photo of your coach, your people or your facility. Make sure to include a caption that identifies any people and includes all relevant information. Watch your spelling and grammar, and be sure to include contact information.
Decide what publications should receive your release. Select publications read by present and potential customers. Target section editors, broadcast assignment editors or individual reporters according to the subject matter of the release. Consider those associated with lifestyle, travel, transportation, automotive or business stories, and don't hesitate to follow up by phone.
Start the presses!
Make reprints of favorable news and send to customers with brochures and other information on the company.
Make it eventful
If you can create an event around your news, you may be able to attract local press — and maybe even a television station or two! MCI often uses the John Madden Cruiser to attract publicity, and it will again, both this month at the kickoff of the Interstate Highway system's 50th anniversary convoy and later in the summer when Madden takes delivery of his new E4500 (click on this link to the Winnipeg Free Press to see a recent story). You can also create a tour, celebration or celebrity appearance around a state or local event to attract reporters who will likely cover that event and are looking for fresh angles.
If you can't blow your own horn, find someone who will
For big jobs, or when the budget allows, you may want to hire a PR specialist. When choosing a PR specialist, Plodzeen suggests that operators ask about his or her press contacts; recommendations from former clients; and request writing samples. Many former journalists have entered the public relations field, and they're a good source for both.
There is such a thing as bad press
Finally, it's important to note that a business has no final control over what is published — or if anything is published at all. Business profiles may include negative information, and accidents can happen — literally. Public relations specialists often advise candor in times of adversity.
"If you don't have the facts or think you can't or shouldn't speak — don't," says Plodzeen. "Accuracy is critical, and press will find their sources, usually among emergency or other officials that have the information they're seeking. I'm reminded of a rhyme that appeared in the Wall Street Journal: 'This valuable truth is worth being noted, one who stays silent, can't be misquoted.' When in doubt, do bring in both communication and legal counsel."
The FYI from MCI editorial staff values your feedback. Please e-mail any suggestions, comments, or ideas for future articles to fyi@mcicoach.com. |
