Marketing Like Politics Is All Local, PR Is a Good Start

How do you make the phone ring? What gets new customers to walk through the door? How do you get existing customers to make referrals?

Looking to ramp up sales with grassroots advertising and marketing – why not spend it wisely?

John Wanamaker, the famous retailer, noted, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” This is the first in a series of articles about making prudent marketing decisions.

And this initial piece will address the least expensive, most effective, but often misunderstood marketing tool – PUBLIC RELATIONS.

Consider FREE news coverage as one of your first opportunities. But what is news? How do you package it? Who do you send it to?

Let’s start with what are the hot buttons for real news that will generate real coverage. What is a feature story in the Local Daily Tribune worth? The Nearby Big City Business Journal? The Weekly Chronicle? Thousands or more.

This "editor approved" information is said to have 10 times the impact of traditional, paid advertising. Public relations helps "position" your company as the "top of the mind" choice and "innovator" in your field. This brand name recognition and expert position will pave the way for new and expanded business. In effect, the media blows your horn for you and, if well orchestrated, you can name the tune.

 Milestones (Example - 1,000th giddy customers, 2,000 handshakes)

 Anniversary (Example - # of years in business)

 Gold Standard Student (Example – Work with the local high school to recognize exceptional students and give them recognition.)

 Community involvement (Example – Take a bow when donating either money or services.)

 New key staff or additional training or promotion (Example – Announce a new manager, seminar attendance, new title.)

 New technologies (Example – Announce new software breakthrough, etc..)

 Trends (Example – How is this impacting modern day life.)

 Human interest (Example – Unusual stories of hope, inspiration, humor.)

 Useful tips (Example – How can someone better use your service/product.)

 Special day or event (Example – Create your own celebration day. )

Your local daily newspaper may print the article this week. Your community weekly may run it next week. The regional business journal may not have space for it until next month. Yet, the cumulative effect is “time released” visibility.

Just the Facts, Ma’am

We recommend that you attempt to issue a bonafide news release on a monthly basis. This will create the momentum you need to establish yourself as “the” player in the market.

When drafting your own news releases, please keep in mind the basics. Editors simply want the 5Ws:

1. Who
   
2. What
   
3. Where
   
4. Why
5. When

News releases are often the catalyst for bigger, feature stories.

REACHING THE RIGHT EDITOR - PRESS LIST

The key to publicity is getting it in the hands of the right person. Consumer publications (Example – Daily and Weekly newspapers) Business publications (Example – Local business journals) Niche (Example - Women, gay, parenting) Electronic (TV, Radio – Producers and Assignment editors).

You begin to surround your various audiences with positive messages. Your name seems to be everywhere. Soon when someone thinks of your category they think of you.

PHOTOS FOCUS ATTENTION

A picture tells a thousand words, therefore you should provide a photo (in focus and black and white) to illustrate your news release. Although you can attempt to convince the editor to assign a photographer to your event, you will likely receive the response of “we will get to it if we can”.

Often times more pressing news event takes precedent. Provide your own photos, but hire a professional or provide materials that are similar to what a professional would produce.

RIDE ALONG WITH AN EXISTING NEWS STORY

Ride the coattails of a pre-existing story that is already in the news. Editors seek local comment and ties to national stories. For example, the Associated Press writes about “Americans seek a younger, healthier appearance”. You contact the press to provide the “authoritative” word, the local angle and examples.

EDITORIAL CALENDARS

Tie into existing special sections of local publications. Be aware of upcoming health and fitness sections, travel sections or bridal sections.

GOOD “NEWS” CONCLUSION

You have many existing and emerging stories to tell. Tell those stories with imagination and enthusiasm. Make good news great.

PITCHING THE PRESS

Follow up is essential. Telephoning an editor can be a streamlined method of developing rapport, but remember several key elements:  Be familiar with their publication.

 Don’t call “on deadline”. Typically for daily papers deadline is prior to noon. For weekly editors you should probably avoid Monday and Tuesday as they struggle with last minute stories and production.

 Get to the point. These are “very” busy and stressed people, give them your best benefit statement as to why they should use your story, suggest additional stories of interest to their readership, and confirm when they may be able to use your story.

 Don’t ask the editor to send you a copy of the publication with your story in it. You are attempting to build bridges, not burn them. You can call the circulation department and buy copies of the edition your news note appeared in.

Future installments of this column will focus on other forms of grassroots/local advertising and marketing.

If you have specific questions on the topic, please contact Steve Dubin as noted below.

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STEVE DUBIN is President of PR WORKS, a “big picture” PR firm founded in 1990. He knows the “news” business. Starting his newspaper career by covering the Boston Celtics for the New Bedford Standard Times, Steve and Larry Bird shared rookie years.

From there Steve progressed to editing and marketing positions in several publishing companies, including Mariner Newspapers. He understands that “news” has to be a win-win. Stories must be useful and interesting to an editor’s primary audience. Free exposure is only available to those who recognize news angles, package news in a digestible form, and take care of all the details of story placement - from arranging interviews to providing appropriate visuals.

For more information, contact Steve at SDubin@PRWorkZone.com, 51 Lot Phillips Road, Kingston, MA 02364, www.PRWorkZone.com, (781) 582-1061.