Archive for February 2009
Orca client Lorie Marrero on Better TV.
Public relations is a vital service to building a business or launching a new product. If PR is a new concept for you, there may be a lot of questions. What needs to be in a press release? How do I prepare for an interview? Is PR the same as advertising? Before jumping into something you don’t understand, consider some important PR tips from the professionals at Orca Communications Unlimited, LLC.
Understanding the difference between public relations and advertising is the first step. Advertising is paid placement while PR is editorial coverage in news stories, feature articles and interviews. Commercials and full page magazine ads allow you to say what you want about your company. Public relations professionals work closely with editors and producers on feature stories, which implies a third party endorsement. PR pros value their relationships with members of the press and maintain those contacts.
Before gaining the interest of a newspaper editor or television producer, you will need to come up with som
ething catchy and to the point. Press releases are formal announcements and are rarely read thoroughly by the media. A simple paragraph about your product could generate a television segment at your local station or grab the attention of a national magazine looking to feature gifts in a round-up for Valentine’s Day. When a press release is necessary, media outlets look for the appropriate Associated Press format. The headline is the most important part of the release and should grab the reader. The body of the release should answer who, what, when, where, why and how. Correct grammar and spelling are imperative. There are various online resources with free press release templates including, Prnewswire and PRWeb.
When working with media outlets think of the big picture. The media loves trends! Do your research and find out what’s going on in the news right now and how you can tie in your product or service. Attaching your company to a bigger story gives you better chances for immediate coverage. Another great way to generate coverage is through hometown stories. Don’t underestimate the value of news features in your local market as well as small regional magazines, trade publications and even online editorials can drive sales.
Once you have sent your pitch and get booked on a local radio or television show, you must prepare for the interview. Make a list of three points that you want to cover in the interview. Don’t forget to mention your product and company name don’t just say ‘my company’ say the name of the company as much as possible, without sounding like a commercial. Remember the segment is part of a news story; you aren’t there to sell your product on television. It’s also important to respect deadlines. If a newspaper requests a product sample or photo of the product, it’s in your best interest to respond quickly. Also, tell the reporter if you can’t meet their deadline. But remember to snatch the opportunity while the interest is fresh.
Reporters prefer to cover successful companies. A small start-up is less newsworthy than a company that’s booming. Keep this in mind when questioned about sales numbers. You might use ‘projected sales numbers’ or an increase in distribution and retail outlets to showcase success.
Media outlets say their number one complaint is when guests ask for a copy of the segment. Set up a recording beforehand or have a friend tape the segment. There are also media clipping services where you can purchase a tape.
It’s important to use the power of PR! Many companies display media features in a ‘press’ link on their websites. This adds credibility to your brand. The media interest and coverage can increase your product distribution and retail presence. It’s an excellent selling tool!
