This PR Champion interview features Margie Zable Fisher, of Zable Fisher Public Relations. Margie is the author of the Do-It-Yourself Public Relations Kit and is a Contributing Writer to Entrepreneur.com.
She has helped hundreds of professionals, small and medium-sized business owners and managers achieve positive results through her “Do-It-Yourself P.R.” workshops and materials, as well as working with her one-on-one.
Q: Hi Margie, thanks for doing the interview. Can you describe what a good PR person can do for a company?
Help create a positive brand image
Help generate sales
Q: In your experience, briefly do you have 3 tips you would give to every company in regard to PR?
Don’t treat P.R. lightly. It’s extremely important to every business, and more credible than advertising.
Publicity doesn’t stop once you’ve been covered in the media. It’s actually more important to use that publicity in your marketing materials (printed and Web site) after the fact to gain client and prospect interest.
Don’t forget electronic publicity. Writing articles and posting them to article Web sites will help attract traffic to your Web site and ultimately lead to paying clients.
Q: What do you think is the most misunderstood thing about garnering PR?
That you have to have contacts to get P.R. Anyone can get P.R. with the right story. It does, however, take time and knowledge of the process.
Q: What is the biggest challenge to getting traction in coverage and how do even SMBs and Mid-size companies overcome it?
The biggest challenge is making a consistent effort. One or two placements doesn’t help your efforts long-term. The average number of times prospects need to see your name is six. You need to continually work on new P.R. efforts.
Q: What are some simple ways any company can start a PR effort? i.e. news releases, etc?
Writing articles for trade journals and local business newsletters (such as your Chamber of Commerce newsletter)
Speaking to local groups
Q: What are three questions every company needs to ask a potential PR consultant or agency?
Do you have experience working with clients in this industry?
What results have those clients experienced (increased sales, increased brand exposure, etc.)?
Are you interested in representing my product or service?