I was hunting around on Inc.com this morning, looking for inspiration to help me write about anything other than how bad things are.
I hit upon a down and dirty slide show entitled: 11 ways to land media coverage.
As you know, public relations is a great way to increase awareness about your business for a couple reasons:
1. It’s free marketing
2. It’s an endorsement of sorts (without saying so) by the publication, so it’s more credible to readers than an advertisement
The list hits all the high points in terms of being prepped and how to figure out which publications to target. In essence, it’s PR in a box for the small business owner.
For some more detailed tips and an example of a press release, take a look at prweb.com.
THE REAL WORLD RETAILING TAKEAWAY
Marketing is still one of the strongest ways to increase sales and profits – especially in this economic climate.
And PR is an easy way to extend your awareness in a big way (not to mention it’s very cost effective).
But PR is only as good as your last placement. There’s a reason businesses run ad campaigns and not just a single ad and that’s because you need to have the consumer see the ad, then read it and then understand it. And you have to do it several times for it to register in our increasing fragmented media world, where people are watching TV and online at the same time while reading a magazine.
Maximize your marketing dollars by creating a press release then targeting the media who make the most sense. When a story runs about your business, make sure you set up a system to ask customers how they heard about you as one story can indeed drive traffic.
But it’s up to you to create the in-store experience that will bring the customer back again and again.