Public Relations or PR doesn't have to be a mystery. In the simplest terms PR is about validation.
Imagine meeting with a prospective client about your product or service and finding out that they have already read an article about the success of the product you're trying to sell them. That would be a nice spot to be in.
Whether it comes in the form of an article in the Birmingham Eccentric, a blog post from a customer or a mention on the radio - the key is the third party credibility it provides. Here are a few tips to help you get started with your own PR efforts:
UNDERSTAND WHERE YOU ARE GOING
• Identify your Audience: Who is your target? It is important to know who it is that you are trying to reach. You may have multiple audiences depending on the type of business you have.
• Know your Competitors/Industry: In order to stay ahead of the pack you need to know what their strengths and weaknesses. Conducting a competitive analysis can help you to effectively differentiate your business from the competition based on your own unique selling points.
• Key Messages: Use your competitive analysis results to help set your business apart. Understanding the key points of your product or service for each audience is crucial. Once you have identified your key messages (keep them concise!) you should communicate them consistently - from verbal mentions to your collateral materials and Web site.
• Media monitor: Regularly reading publications, blogs and other media sources that you would like to see your business in can help you identify possible media opportunities where you or your business could be represented.
To read more about this topic, click here.
Carrie Zarotney is president of the Birmingham Bloomfield Chamber
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