I usually focus on marketing strategy in my blog, but today, I’m getting tactical.
Tactic is defined as a device for accomplishing an end. (source: Merriam-Webster.com)
In this context, it means an activity, method or tool used to accomplish your overall marketing strategy.*
The tactic I want to talk about is often overlooked and misunderstood by business owners: PUBLIC RELATIONS.
These two words encompass a broad meaning and multiple functions.
I’m addressing the PR function referred to as publicity…or editorial coverage…or earned media…or free advertising.
A recent example of this type of PR is a two-page magazine article for one of my clients.
My client did not pay money for this space versus another business that placed an advertisement.
Instead, the article was the result of my submitting a press release to the magazine, coordinating an interview with the editor, and submitting artwork.
Sounds simple enough, right?
As someone who has worked with the media for more than 20 years, sometimes it is this simple…other times, it has taken months to see results…and, there have been many times the journalist was not interested.
Tips to implement PR in your marketing plan:
1. You must have a “hook” or what is known as a news angle.
2. Your hook must be relevant to the media’s audience.
3. A good hook is either:
4. You need a good spokesperson and great visuals to help tell your story.
Lastly, I want to address a myth that all PR is good PR.
UH, NO.
Sometimes, PR turns into what I call crisis communications.
Just ask Donald Trump.
*As you should know by now, I’m a big believer in an integrated marketing plan with multiple tactics. Using only one tactic is what I call the “putting your eggs in one basket syndrome.”