So, you've landed a freelance job as a publicist? Or maybe you are an entrepreneur and need a few pointers on how to get your mission and product out there.
Well, look no further.
Public relations is a tricky thing. It requires strategy and diligence. It's not for the weak. Quite frankly, it's for the ambitiously crazy. So, for the small business owner or the newbie freelancer, here's a few tips to help you out:
1. Research.
Research the targeted publics. Research the market. Research strategies and tactics. Research the cost of those strategies and tactics. Research news organizations to send press releases. Research public relations news for insight on how to use all of the information you've gathered. Most importantly...DON'T STOP RESEARCHING. The world is changing every day, and you have to stay on top of it.
2. Understand News Worthiness.
This tip is important for sending press releases to news organizations. Just because you're introducing a new menu item or throwing a launch party doesn't mean it's worthy of news coverage. Essentially, you have to think about the impact your business or organization will have on the people who will read the article. Approach newsworthiness from the reader's perspective.
3. Write a PR Plan.
This is essential for long term projects. A PR plan concisely presents all the research you've gathered and lays out the strategies and tactics you will use for your business or organization. You'll even create a timeline for when each strategy and tactic will be implemented. It's the bible for your client's public relations needs.
