Though the press release is the most common Public Relations tool, it is just one of the many means to gain free publicity. Here are some other avenues to explore:

By-line articles can be written about your area of interest and can be published either online or in niche publications that serve your industry. Besides getting your name in print, writing articles instantly establishes you as an expert in your field. This has a dual benefit. One, customers start trusting you and want to buy from you rather than your competition. Two, reporters look to you for comments when writing their own stories on your industry giving you even more free publicity.

Write an interactive expert-advice column and answer common queries from customers and other interested audiences. This gives you a platform to interact directly with your customers and gain their trust. It establishes you as a preferred expert who reporters turn to for comments and predictions.

Seek opportunities to speak at public events that focus on your industry. Local chambers of commerce are a good place to start. Public speaking is like making a captive cold call. You get to address many consumers at the same time. And of course, you get recognized as an expert.

Letters to the editor are a very neglected source of free publicity. Since fewer people are competing for this space, your chances of getting published are higher. Very often, your letter may get published with editorial comments or you may have other readers commenting on your opinions. This allows you to continue the discussion, keeping your name and views in print for a longer time. This is also a way to build an ongoing relationship with the editor, helping you pitch future stories to the publication.

Teachers are always experts, right? Volunteer to teach a few classes in your area of expertise. This earns you top of the mind recall and goodwill, especially with future recruits.

Whenever you use one of these PR tools, be sure to prominently include your contact information and website URL so that your audience and the press can reach you.

Public Relations Firms

When you shortlist a PR firm, you do so on the basis of its sector knowledge, its understanding of your objectives and the pitch it makes. However, though the firm maybe technically competent, you still need to evaluate whether it is the right one for you. Here some questions to ponder:

What do their existing clients feel?

Naturally you cannot ask the clients how they feel. But you can make an educated guess based on the following information:

What is the average number of years clients stay with the PR firm?

How much repeat business has it earned from existing clients?

Has the size of its client's accounts increased over time?

Are industry leaders giving business to this firm?

Do you like their previous work?

A good PR firm writes clear, concise press releases that are free of jargon and easily understandable to those outside the client's industry. Check the previous work of the PR firms you shortlist to see if they meet this yardstick. If they don't, avoid the firm as it may not “connect” with the press, and you will not get the coverage you need.

Is there a cultural fit between your enterprise and the PR firm?

A good PR firm will let you meet the people who will actually handle your account. Check out if you are comfortable dealing with them, as you will need to interact with them almost daily. Seek people who are enthusiastic, quick learners, charming and easy to deal with and possess a can-do attitude.

What does the press say about them?

If you have any contacts in the media, ask them about the PR firm you shortlist. Does the firm have a good relationship with the media? Are they known to be proactive and reliable? How often do they keep in touch with the media? These answers will help you determine whether the PR firm has the necessary clout.

How important is your account to the PR firm?

A big PR firm with a well established business may not be what you really need. If the firm you shortlist is very large with lots of big accounts, your enterprise may get lost in the clutter. Your brand may not get the attention it needs. A smaller firm could be eager for your business and motivated to prove their worth.

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Public Relations provides detailed information on Public Relations, Health Public Relations, Public Relations Firms, Public Relations Counselors and more. Public Relations is affliated with Digital Printing Companies.


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Public Relations by Ross Bainbridge

Public Relations Firms

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