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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.”
"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."
"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."
"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."
"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"
"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"
"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."
"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."
"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"
"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."
"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"
"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."
"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."
"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."
"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"
"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"
"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."
"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."
"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"
"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."
"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"
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