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[C864]Communication And Public Relations

by K. Mackillop, K.

Marketing a startup is one of the biggest struggles for any entrepreneur. You need to increase sales and grow your customer base, but effective advertising is expensive. While the internet provides significant opportunities for low-cost and no-cost marketing, many business owners overlook the value in establishing an in-house public relations system.

What is Public Relations?

Public relations encompass the work that needs to be done to get your company in the news. The efforts should include building relationships with appropriate news editors, writing effective press releases, and planning how to best use press relations to enhance your marketing plan. Of course, it is possible to hire a PR firm to do this work for you, but they can be expensive and do not have the same stake in seeing your venture succeed as you do. In addition, a PR firm will have to be taught about your company -- what you do, how you do it, what will be newsworthy, and who should be targeted. You will be charged for the hours it takes to get them up to speed. A better entrepreneurial option is to teach yourself all you can about effective public relations, then assign the tasks to your key employees as you grow.

Planning PR

The primary objective of public relations is to expose more potential customers to your company and product(s). You may have a secondary objective of exposing potential investors to your company, as well. Thus, your first step is to define what is and will be newsworthy about your business. Sending out sporadic press releases is far less effective than developing a steady stream of publicity. The editors who review hundreds of press releases per day are more likely to notice yours and hopefully become interested in your progress if they see your company name on a regular basis.

News events are fairly easy to come by with a startup. Consider planning press releases for:

- What your business will do

- Who will benefit from your product or service (consider seeking "testers")

- Securing investors or financing

- Business launch or grand opening

- New product releases

- New contracts awarded (with your client's permission, of course)

- Staff changes and additions

- Website content additions, especially freebies

- Events you sponsor or co-sponsor

Once your business is launched, every milestone that you noted in your business planning is an opportunity for a press release. Be creative and stay on top of the process. Interesting news is important, but consistency is critical.

Meet the Press

The best planned PR campaign is only as effective as who it reaches. Do your due diligence in finding the right news sources to reach your potential customers. Most newspapers and television stations have editors dedicated to business news. Find out who they are and make an effort to get to know them. Let them know that, as an expert in whatever it is you do, you are more than happy to provide information on your business, industry, target market, or whatever else they need. One great way to meet members of the press (local, anyway) is through networking events. If there is an important guest or popular speaker, chances are the beat reporter will be there. While everyone else is clamoring to make contact with the star, take that opportunity to get to know the reporter.

Building a good relationship with the right members of the press is invaluable. If they can count on you to provide informative and interesting quotes or sound bites, you will not only build your reputation as the expert in your field, but your company will garner free advertising every time you are used as a source.

Finding the right outlets, and knowing their editorial schedules, is critical. Don't just randomly send out press releases, but do your homework so you know they are going to the right person at the right publication. Most magazines have a three-month advance requirement, meaning articles they write today will not be published for three months. Local newspapers and magazines tend to have much shorter news cycles. Keep this in mind when setting up your public relations marketing plan. Select the media outlets that are likely to meet your objectives. Whatever your target market reads, that's where you want to be. Gather all the editorial information you can about these sources. Read the magazines (and subscribe), watch the TV shows. Pay attention to the details of how they present information. If a single, square, color photograph is standard with an article, be sure that is what you send. If articles are short, keep your press release short. Building these contacts takes time, but is well worth your effort. After a few distributions, you will establish a system for reaching your best opportunities and the time required will be significantly reduced.

Writing the Right Press Release

Press editors are flooded with press releases, often reviewing a hundred or more each day. The trick is to make your press releases stand out to the reviewer. Every news item you distribute should say "News Release" and your company name at the top. Avoid sending press releases on standard letterhead. The next line is your headline. Headlines can be the most difficult, yet most important line in the entire document. It needs to grab the editor's attention and urge them to read on. Reporters and journalists are looking for news items that are important to their readers. Spend some time on the headlines, they are your first obstacle to getting free press.

The body of your press release contains two parts -- the news item itself and a general company description. The news item should include complete answers to the classic questions -- who, what, when, where, why, and how. Use an active voice -- say what you do, not have done or will do. Include quotes from you or other key employees and be sure to make the information relevant and interesting to your target market.

The final paragraph of your press release should be "About the Company" -- a good description of what your business does. Include media contact information at the end, with at least your name, title, telephone number, and email address so that the contact can reach you for more information. Excellent samples of press releases from within your industry can be found at PRWeb by searching your keywords.

Get Your Public Relations Started

Wherever you are in the startup process, get to work on developing your company's public relations plan right away. Identify the media most relevant to you, and brainstorm newsworthy items that you plan to distribute. PR can be an effective marketing tool and it's free. Don't overlook the possibilities for your venture, get started today.

When starting and establishing any kind of company or corporation, the actual process can be very adventurous and sometimes even quite challenging for many people throughout the world. It can be a very scary process, but also very rewarding and satisfying if performed in an effective and organized way. With the implementation of a new company comes many different kinds of challenges and complexities that can be overcome through the proper structuring and regulating of the actual company.

Entrepreneurs should always remember that, in order to establish any kind of successful company, they must use the principle of delegation, which is one of the most important strategies that a person can use. Delegating different responsibilities and tasks to various people within the company prevents many problems and headaches that would otherwise arise if the owner took full responsibility that happens within a new business. Business owners of companies that fail too often try to do everything themselves and soon become overwhelmed and stressed with all the necessary tasks that they must perform.

You cannot take full responsibility for all the things that must be accomplished within the business, but instead you must have the ability and vision of allowing everyone to participate in the functions and affairs of the company. Smart and successful business leaders know how to use this principle and apply it to their regulating and maintaining of their own companies.

Decide how to best structure your company or business and then figure out how to separate the various tasks that need to be performed. Even though each type of business is different and unique, they often divide up the necessary task of a company into similar subgroups and divisions. Some of these different divisions include a research group, an advertising and marketing group, a production team, as well as many other groups that help spread out the company's enormous work load.

The public relations division is probably one of the most crucial groups within any kind of business. These important people help to promote the name and reputation of the company to as many people as possible through the community, state, country, and even the world. The public relations group use important techniques that help the overall business to grow in finances and to also obtain an increased number of customers.

The public relations division utilize many different kinds of techniques so that the business can be very effective and also to achieve their goals and objectives. The first thing that the group must do is to determine how much of a budget that it has to use. With a knowledge of the amount of money that they can use, the group can then organize and plan what exactly they are going to do.

Another crucial thing that the public relations division must accomplish is to decide what kind of an audience or customer base they are going to target. With the customers in mind first, the group will be able to come up with other successful marketing campaigns that cater to the needs of the people they are targeting. Effective ads attract customers who need the company's products and services.

Article Source : Role Of Public Relations

About Author

Both K. Mackillop & are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

K. Mackillop has sinced written about articles on various topics from Entrepreneurship, Start Ups and Finances. About the Author-K. MacKillop, a serial entrepreneur, is founder of LaunchX and authors a blog. The LaunchX System helps entrepreneurs. K. Mackillop's top article generates over 18100 views. to your Favourites.

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