Now that you know what you want to accomplish, you must create a
plan of action--a way in which you will achieve your objectives.
Let's begin with a time chart.
Your time chart should be a weekly calendar of things that you
will do to promote your business. Each promotional effort should be
listed, with its start and completion dates indicated.
It is important to remember that the media, whether print or
broadcast, all have lead times--the time between when they receive
your promotional material and when it appears. For this reason,
your promotional materials must be released well in advance. For
example, suppose your new company is going to introduce a new
product. Obviously, you want people to know about it. Once you send
a press release to a publication, however, it can take from two to
four months for that release to be printed. Therefore, your time
chart for promoting your new product should begin four to six
months prior to the release date, if you are to realize any benefit
from your effort.
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If you're running a one-person show, you must be realistic
in your action planning. It's best to keep your initial plan
simple, and expand it later, when you have more people and
resources to assist you.
What Is a Press Release?
The press release is the most common communication tool used in PR
efforts. It is an informational letter describing a newsworthy fact
about your company. Written correctly, the press release can be
very effective in promoting your business. Also, unlike
advertising, which can be very expensive, magazines and newspapers
do not charge for editorial coverage. That means you pay only for
the cost of postage (and photography, if you choose to include a
photograph).
Of course, editors receive many press releases, and there is no
guarantee that yours will be printed. Therefore, you must try to
make your release stand out from the crowd. How? Be professional.
Remember these tips when issuing a press release:
1. Keep your target audience in mind. The worst thing you
can do is to inundate all publications on your mailing list with
the same press release. Research the publications first. Make sure
you tailor your release to their respective markets.
2. Start with the most important information.
Publications rarely run press releases word for word. Editors
usually cut from the bottom up, so make certain you've included
all the necessary facts in the opening paragraphs.
3. Keep it factual. The fastest way to diminish your
credibility is to put gushing, biased copy in your press release.
Editors want the facts, not your opinion.
4. Make sure it's news. Editors want to create
publications that are interesting to their audiences. Find the
angle. Is your company new, unique or unusual? Tell them how
running your release can benefit their readers.
5. Photos help. Editors love photos. Supply a caption,
identifying any individuals pictured, and type it on a separate
sheet of paper. (Never write on the back of a photograph.)
And make sure you have a digital copy at the ready to e-mail
editors in need.
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