DIY PR tips your small business cannot ignore
DIY PR tips galore…
At HK Communications, we don’t just PR the big guys, we look after the little ones too. We’re determined to help small businesses and start-ups get their share of PR glory. Why? Because every business, no matter how big or small, needs positive publicity to grow and thrive.
It’s no coincidence that big, successful businesses employ the services of PR agencies, or have an in-house team. Everyone from Coca-Cola to John Lewis and Tesco use PR to build their brand, get the media talking, and get third-party credibility that advertising cannot buy.
For too long, small businesses with smaller budgets have missed out on the power of PR, but not anymore.
As well as offering PR consultancy, we offer PR training for small businesses and start-ups who want to be empowered to learn how to do their own PR, get their stories in the media, and gain column inches with credibility.
So for anyone who’d like to do their own PR, or has tried and not had much success, below are some key tips you cannot afford to ignore:
1) Read and understand your target publications –It sounds like a total no-brainer, though you’d be surprised how many people want to be featured in publications that don’t even cover their type of business. So next time you’re reading a publication you’d like to be featured in, analyse it in more detail. Look for stories aligned with your business. What makes the news? Are businesses like yours featured? If so, what is their key point of interest, or hook? What angle does the journalist go for? What is the underlying message?
2) K.I.S.S (Keep it simple stupid) – When telling a story to a journalist, whether over the phone or via email, cut out the jargon and keep your pitch tight and concise. Have your key facts ready to read over the phone or email. It doesn’t have to be a perfectly written press release, but you have to convey the key points quickly and effectively.
3) Think like a journalist – they’re trained to be cynical, so scrutinise your story objectively. Think less about what is of interest to you, more of what adds value for them. Always ask yourself the question, why should they care? Why will it interest their readers?
4) Make introduction calls/emails personal – don’t bcc, find the journalists name and contact them directly. Google is your friend for this. A journalist is much more likely to respond to an email with their name on it (spelled correctly), rather than an anonymous ‘Hi there’ greeting, which just looks like spam.
If you’d like to find out how to uncover a story in your business that journalists will love to cover, download our free storyfinding toolkit here.