PR: something for nothing ...
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... except a little bit of thought and effort
PR is a great form of marketing because it doesn't cost anything ... in theory. In practice it can be hard work, but like anything in life, a little bit of know-how can help get you some quick wins.
Beyond being free, the other great benefit of PR over advertising is that it tends to be believed more by the reader. Advertising generates awareness, PR gives you credibility.
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Top 5 PR tips:
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| 1. |
Ask existing customers what publications they read and target accordingly |
| 2. | If a publication uses your story focus on getting into it again before spreading the net wider |
| 3. | Ask for a media pack to learn about the readership and forthcoming features
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| 4. |
Look at where your competitors appear. Let them do the work for you! |
| 5. |
Don't forget the internet – this is one of the easiest places to get coverage. If all else fails, create your own blog!
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If you do something new, different, or worthwhile, tell the media.
Remember, papers need news.
Local papers and radio stations in particular will have a remit to promote what's going on in the community, so don’t be shy about putting yourself forward.
Never miss an opportunity to tell the papers what you're doing and if you can offer a good photo opportunity to make the story even more attractive, then so much the better.
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Your story doesn’t always have to be earth-shattering. You'll be surprised at what gets picked up, particularly in a low news week or when the editor has an awkward space to fill.
Other ways of getting your business in the paper are with letters to the editor or by offering yourself as a commentator in your particular area of expertise.
Wow, now you're entering the big league!
Best wishes
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ASK THE EYE:
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What are the pros and cons of hiring a PR agency?
Is all publicity good publicity?
What do journalists look for in a press release?
If you've got a question about PR why not Ask the eye? It's free!
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IN NEXT MONTH'S
EYE LEVEL:
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Customer Focus...
Could you get an edge over the competition by going that extra mile? Read our top tips next month
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