PUBLIC RELATIONS: For anyone with a good idea or a worthy cause
Most people I talk to don’t really understand what they do or say results in public relations, good or bad.
Someone telling you he has no time for or doesn’t like PR has only seen negative PR or gotten involved in bad PR. Everything you do creates an impact with someone, somewhere. If only with your husband or family or group of friends. Large scale effects can be created with PR and some say the world revolves around PR.
If you want to create positive images and effects, there are some simple actions you can follow. The positive handling and development of a business’s PR (as well as an individual) depends upon several things. What perception do people get from your business? From you? Do you know?
The only way to know for sure is to ASK them and survey or research it.
I see simple things people do every day that create a good image and attract other people to a business or idea or worthy cause. How you communicate to others is the foundation of PR.
While interviewing business owners for my second book, it was clear that many people do things that create good PR without realizing it. A note of thanks, a message with a gift, a special occasion remembered, a video or CD capturing a party or event given in someone’s honor, a benefit concert such as www.savethemusicforthetroops.com and community organizations that have fundraisers for worthy causes are just some of the examples. Here are some basics:
- Develop your main message, what you really want to say. Write it down, look at it, test it on people, and edit it down to exactly your main point. Think about who you are targeting for your message.
- Start with a safe environment to pilot your idea, such as with co-workers or friends and family.
Do you talk to your friends about your passions? Things you want to accomplish or direction you want to head towards in the future? What do you envision? Talk to those close to you that you trust . You may be surprised at friends, neighbors, associates and family that may want to contribute . You never know until you ask. What gets you excited helps get them excited too. You have to ignite that first flame. See what support they are willing to lend. This will give you the first feedback to help guide your strategy. - Put your thoughts down about how you really would talk to someone most effectively about your business ideas or worthy cause. What would you say in simple terms, to get the most positive response? Write the whole thing down, so you keep it in mind. Then get it edited into an article or series of articles on your business or your worthy cause and idea. Tell a story, with emotional impact. A true story that goes along with your cause or business. A good true story with real impact ,and quotes from others as well, will back it up and add credibility. People listen to things when they ring true, touch them in some way, perk their interest! Often times the story behind what you stand for is much better than dry copy. Also use a lot of pictures and photos with your story that illustrate the point you are making.
- What clubs, groups, neighborhood meetings, mixers, and organizations do you(or COULD you) join in your area that lets you interact with local opinion leaders?
- Find out who the opinion leaders are in your area—business leaders, political leaders, civic leaders, and those that others look up to. This can be done informally as well as by in-depth surveys and research.
- Use local free papers, shopper newspapers, newsletters of local organizations, trade papers, magazines, Chamber newsletters and others and get your story you wrote in step #3 in print. Get it to the editors, which are listed with contact information at the beginning of any paper. They need to fill pages and you may be surprised to find they print your story as is. Send the photos and picture along with the written article, as well.
- See if you can do a presentation for local groups, Chambers, neighborhoods or other organizations. You can use projectors, power point computer displays, a white board on an easel or just get up and talk. Use your pictures and illustrate your point as well as capture their attention. Keep it shorter and simple. Don’t lose them before you get to your point. Always give them contact address, website and phone number for more information. Don’t worry about not being a professional speaker, just talk with passion about what you believe in. It will communicate.
- Find out from anyone you talk to if they know others who may want to help in your worthy cause or your business. Get referrals and contact information and for heaven’s sake follow up on it. Contact them and present your ideas, cause, business message. Get testimonials from those who have been helped, love your ideas or business and let them do your talking for you. Also get referral letters, on their stationery, signed by any opinion leaders you talk to that support your cause or ideas. Catch them when they are excited and ask for a quote, at least, right then. Later get it onto stationery.
- Get articles up on the web at places like ezine or prweb as well as many others. These are often times picked up by other papers and printed. Put your articles on your own website. If you are a business, get articles on your area of expertise with a good story to back it up or client quotes and testimonials. These can be reprinted and mailed out as well to prospects. Quotes from others who support you or your ideas are valuable. Put them in your article and up on your website. Add new articles or testimonials periodically. You can also include them in your blog, and the blog of others who support your ideas. Blogs that are even contrary to your ideas or controversial get noticed and a little controversy sometimes creates more interest for your causes.
- Get your message out and use these important points: A) Do something to attract and interest those you are targeting for your message. B) Make it exciting, and get excited about it yourself. This comes across. C) Talk about the dangers or pitfalls and offer the Solution. D) Make it heartfelt, real and back it up with quotes or testimonials.
PR can be fun. Remember you can make it happen. The rewards will amaze you!
Lynda Cain Hubbard, Trendsetters Go to www.trendcreators.com for more information
