Public relations is one of the best but least utilized forms of marketing simply because most creative professionals feel it is inappropriate to promote how great they are. Quite the opposite is true. Yes, it will feel strange but if you are not shouting your name from the rooftops, then who will? Besides, after natural disasters and tragic accidents, news media gets much of its information from the press releases that businesses like yours are submitting. By putting your feelings aside and with a little planning and research, you can easily add public relations to your marketing and self-promotion plan.
Simply defined, a public relations campaign is the process of getting name recognition through publication by the print, broadcast and online media. In today's competitive marketplace, this name recognition can give your marketing a cost-effective and valuable competitive edge.
A public relations campaign also gives you credibility you can’t buy with any website, advertising or direct mail campaign. Because you must submit your story and be accepted to be published, this gives you both credibility and an aura of being chosen. It works to strengthen and support your other marketing efforts. You don't get publicity just because you are a great talent. You get publicity because you submit newsworthy information that gets accepted and then gets published. Another benefit is to reprint any publicity to supplement the promotional materials you design and produce on your own.
The most common tool of public relations is the press release. The press release is a standardized form of submitting newsworthy items to editors. Upon evaluating your press release, the editor decides whether or not to accept your news for publication. You do not pay for your news to be published and there are no guarantees you will be published. The value of publicity is the acceptance of your submission. This works as an endorsement that provides the credibility.
First, you start with a media list and get the names of the editors who review press releases for both print and online publications. Check a publication’s website to find the name of a specific editor who deals with business press releases. Another option is to study a publication’s website for its press release submission guidelines. Most releases today are submitted either online or by email.
Be sure your media list includes publications that are read by your clients, your community and your peers. For example, client media would be a trade publication, community media would be your local newspaper, and your peer media would be photography and illustration publications.
Client publications are an obvious choice for submitting your press releases. You want to publicize yourself to people that buy your services. But that is not the only publicity you seek. Everyone reads their local paper and peer publications and, because the goal of public relations is repeated exposure of your name, any exposure will count as publicity. The only cost to you is the time to write the release and submit it.
Next, you write a press release. The format is specifically designed to be read quickly and to give the editor an immediate sense of your news. Include all the facts (who, what, when, where, why) in the first few sentences without flowery descriptions or adjectives. If submitting by mail or fax, double-spacing is required to allow the editor to work right on the release, adding comments or editing notes. If submitting online, follow all instructions. You may want to use a Web news release service such as http://www.prlog.org/.
To add credibility and interest, be sure to include all your social media “links” in your press release contact information such as website, blog, Facebook, Twitter and LinkedIn. Every link increases your popularity to search engines.
Here are some examples of newsworthy items that could be the focus of a press release sent to all three print and online media – client, community, and peer:
- Recently opened or moved your business
- Added a new business relationship – gallery or rep
- Was selected for a juried show or exhibit
- Working on public service projects
- Elected to an association board or committee
- Completed an interesting client project
- Case study showing how you solved an interesting challenge
The news must truly be of interest and value to the readers of the publication. Blatant self-promotion that just advertises your services will not be accepted and reduces your credibility with the editor. However, the more you submit newsworthy items, the more likely you will eventually get published.
The date and your phone number should appear at the top of the page, and including ### at the end indicates there are no following pages. Always write in the third person, for example: “Maria Piscopo gave a presentation at ICON6,” instead of “I gave a presentation at ICON6.” Don’t forget to include visuals or photos whenever possible.
When the editors get to know what you do as a creative professional, they may call on you when they have their own story ideas and need an interview or a quote. Remember, you can’t buy publicity, which of course increases the value and credibility when they select your news to publish.
Start today to incorporate public relations in your marketing and self-promotion plan. Start an Ideas File that includes interesting articles about other creative professionals that you’ve found in either print or online media. This will give you an idea of how stories are written from submitted press releases. Schedule a quarterly press release promotion. You're more likely to come up with something newsworthy if it is on your calendar than if you just wait around until something happens.
RESOURCES: Sample Press Releases and Public Relations Tips
http://www.publicityinsider.com/release.asp
http://www.prurgent.com/press_release_help.htm
http://www.xpresspress.com/PRnotes.html
http://blog.guykawasaki.com/2007/05/diy_pr.html#axzz0wJno157N
http://www.prlog.org/submit-free-press-release.html