Everyone has a story to tell in their business, but finding the
right one - and telling it to the right people - is a definite skill.
Think back to when you first set up your company. What inspired you back then? What made you confident you were different to anyone else out there?
Going back to basics can be a good starting point if you're planning a PR campaign - it can reignite your passion for what you do and help you see things from a fresh perspective... which can have benefits in other areas of your business too.
Work through from the start to the present day and make plenty of notes as this can help interesting facts jump out at you.
Perhaps your business has doubled in size since it started without you realising it... in a tough economic climate, a good growth story can find its place on the business pages.
We're not necessarily talking national broadsheet coverage - but that's not necessarily what you need...
Let's talk about targeting. Once you've found your story, the next step is to work out who you want to tell it to and how you're going to find them. Some businesses send the same media release to every newspaper, online news site and radio station - local, regional and national. A lot of the time it's either totally irrelevant or the fact that might make it interesting to a particular outlet is buried so far down, they don't see it.
You need to build up a picture of your target audience. Where do they live? What newspapers do they read or radio stations do they listen to? Are you more likely to find them online - what about social media? Would trade magazines be a better bet?
Once you've worked out where they are, you can look at how to talk to them - you need to tailor your approach and the information you send according to where it's going.
What you actually say will vary, but there are a few salient points to remember when approaching the media. Simply emailing or calling to say 'I've got a story for you' won't cut it. Remember - you want to promote your business, but they want to promote their website, publication or radio station. You need to give them a reason to give you coverage.
If your business is expanding and means jobs for people in the area - that's interesting. If your business is expanding and you want to promote your new ranges - that's not. Save those details for your advertising.
But let's assume you've got your story, that it is news, and that you're ready to send it out to a few journalists. They're busy people, so the easier you make their job the better. The following tips will help:
* Not everyone has the software or can be bothered to open attachments. If you're emailing a media release, put it in the body of the message.
* You've heard of the 'Five Ws', right? Be clear on these and make sure you've answered them all. So - WHAT are you talking about? WHO does it involve? WHERE is it happening/is it based? WHEN is it? WHY? Make sure every piece of news you put out answers these questions.
* Pictures. A good, strong image can really increase your chances of coverage. Make sure photographs are in focus and include at least one person, with a caption giving their name and other relevant details like their job title or relevance to the story. Jpeg format is pretty widely acceptable but resolution needs vary - a magazine will want high-res (1-3MB), newspapers less so (250-750KB) and websites even less (100KB or below).
* Don't forget your contact details... It might sound obvious, but it happens all too often. Make it easy for a journalist to contact you if they have any questions - email address, landline and mobile number are your basic essentials; you could also add your Twitter username and website address.
Think back to when you first set up your company. What inspired you back then? What made you confident you were different to anyone else out there?
Going back to basics can be a good starting point if you're planning a PR campaign - it can reignite your passion for what you do and help you see things from a fresh perspective... which can have benefits in other areas of your business too.
Work through from the start to the present day and make plenty of notes as this can help interesting facts jump out at you.
Perhaps your business has doubled in size since it started without you realising it... in a tough economic climate, a good growth story can find its place on the business pages.
We're not necessarily talking national broadsheet coverage - but that's not necessarily what you need...
Let's talk about targeting. Once you've found your story, the next step is to work out who you want to tell it to and how you're going to find them. Some businesses send the same media release to every newspaper, online news site and radio station - local, regional and national. A lot of the time it's either totally irrelevant or the fact that might make it interesting to a particular outlet is buried so far down, they don't see it.
You need to build up a picture of your target audience. Where do they live? What newspapers do they read or radio stations do they listen to? Are you more likely to find them online - what about social media? Would trade magazines be a better bet?
Once you've worked out where they are, you can look at how to talk to them - you need to tailor your approach and the information you send according to where it's going.
What you actually say will vary, but there are a few salient points to remember when approaching the media. Simply emailing or calling to say 'I've got a story for you' won't cut it. Remember - you want to promote your business, but they want to promote their website, publication or radio station. You need to give them a reason to give you coverage.
If your business is expanding and means jobs for people in the area - that's interesting. If your business is expanding and you want to promote your new ranges - that's not. Save those details for your advertising.
But let's assume you've got your story, that it is news, and that you're ready to send it out to a few journalists. They're busy people, so the easier you make their job the better. The following tips will help:
* Not everyone has the software or can be bothered to open attachments. If you're emailing a media release, put it in the body of the message.
* You've heard of the 'Five Ws', right? Be clear on these and make sure you've answered them all. So - WHAT are you talking about? WHO does it involve? WHERE is it happening/is it based? WHEN is it? WHY? Make sure every piece of news you put out answers these questions.
* Pictures. A good, strong image can really increase your chances of coverage. Make sure photographs are in focus and include at least one person, with a caption giving their name and other relevant details like their job title or relevance to the story. Jpeg format is pretty widely acceptable but resolution needs vary - a magazine will want high-res (1-3MB), newspapers less so (250-750KB) and websites even less (100KB or below).
* Don't forget your contact details... It might sound obvious, but it happens all too often. Make it easy for a journalist to contact you if they have any questions - email address, landline and mobile number are your basic essentials; you could also add your Twitter username and website address.
Rebecca Parsley is a journalist and communications professional with more than 20 years' experience.
She is a partner at Montpellier Media in Yorkshire, UK - a creative, honest and dynamic consultancy specialising in integrated on and offline PR. The company offers particular expertise in social media development and crisis communications.
Rebecca has written for a wide range of media including regional newspapers and lifestyle magazines. She is a self-confessed social media addict and, when not glued to the latest Formula 1 Grand Prix or dancing her socks off at a salsa class, can generally be found on Twitter - just follow @MontpellMedia for her updates.
Visit http://www.montpelliermedia.co.uk for more information.
She is a partner at Montpellier Media in Yorkshire, UK - a creative, honest and dynamic consultancy specialising in integrated on and offline PR. The company offers particular expertise in social media development and crisis communications.
Rebecca has written for a wide range of media including regional newspapers and lifestyle magazines. She is a self-confessed social media addict and, when not glued to the latest Formula 1 Grand Prix or dancing her socks off at a salsa class, can generally be found on Twitter - just follow @MontpellMedia for her updates.
Visit http://www.montpelliermedia.co.uk for more information.
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