Dream big start small with PR: 5 key things to consider before embarking on a DIY PR campaign

As entrepreneurs, we all dream big. Without aspiration and self-belief we would not be where we are today: faced with marketing a business we know is fabulous to a world that doesn’t know we exist (yet).

Few marketing tools are as impactful as an engaging public relations campaign. Targeted at the right media outlet, a simple media release can garner huge exposure for your business, develop meaningful connections with your target audience and boost your bottom line.

With minimal outlay, the rewards of PR can be huge but there are no guarantees. Here are five key factors to consider before embarking on your campaign.

Know your audience

As with all marketing, audience is key. Not only who you’re ultimately talking to (the outlet’s audience) but the journalist you’re pitching to. Make sure you’re contacting the right person; if you’re pitching a lifestyle product, for example, find the health and lifestyle journalist and communicate directly with them.

Be newsworthy

Journalists receive literally hundreds of media releases a week. Find your “unique selling proposition” and turn it into a relevant, engaging, interesting story. Journos love stories that are transformational, relatable and human.

Be relevant

While it’s tempting to target the big media outlets, you’re more likely to find receptive editors and members of your target audience at specialist publications, websites, etc. Think about your own inspiration and research who they are, where they go, what they do and who they are talking to. Your target audience might be where you are already, you just haven’t spoken to them yet!

Tailor your media release to each outlet you’re targeting: while a blanket media release might save you time, failing to take the time to make your release relevant to the target publication’s audience will diminish its impact.

Realise your capacity

It’s a great idea to hit multiple media outlets at one time, if you get one nibble, great; if you get several, fantastic. Realise, though, that these stories should convert into sales for your business. Make sure you have a plan in place to grow your business while maintaining the customers you already have.

Pick your time

Journalists are busy people and newsrooms tend to become more frenetic as the day wears on: send your release in the morning and if you don’t get a response, send a follow up email in a few days’ time or make a phone call but don’t become a nuisance!

Final points to consider:

Build a PR component into your business plan. Work out milestones, events and launches that can be leveraged for coverage: strategically-timed media will build your exposure and audience.
Share your media coverage on your social media channels to enhance your reach.
Start small and work up to the bigger fish in your niche’s pond once you’ve had a few media wins.
Measure the impact of your media coverage. Note publication dates in your analytics to gain more insight into what works for your audience.

If you are reading this and feeling completely overwhelmed, are not confident in your writing abilities or you’re simply too busy to even think about it, ask an expert. While I wouldn’t recommend entering into a huge retainer with a major PR firm, a specialist small marketing/PR business can help you get started.

Social media is hard. Don’t leave it to amateurs (or interns)

“I have a lot of work to do today,” I sighed to my husband this morning.

“What, like go on Facebook and Pinterest?” He retorted derisively, as if it were anything but work.

In marketing, anything that builds brand awareness and creates opportunities for exposure of your brand to potential customers is work. It doesn’t mean I don’t enjoy said work but it is work nonetheless.

It’s a tricky balance, in a solo gig, to strike to right balance between work and personality.

My work and my personality are so intertwined that sometimes I find it difficult to distinguish the two. My work is what I do and a huge part of who I am. That doesn’t mean that who I am needs to necessarily be expressed in my work.

Take Pinterest for example. I love Pinterest and have several Pinterest accounts for my personal and professional selves.

But just because I love Lolcats doesn’t mean I’ll be pinning them willy nilly to my Jane McKay Communications “Typography” Pinterest board (the font is Impact, for the record). Nor, because I am slightly obsessed with Typography does it mean humourous graphic design posts will go on my personal Pinterest page.

The rules of the Lolcats example apply to Facebook as well.

When you are creating posts for your business’ social media (or delegating to someone else) be clear about “who” your organisation is and always bear in mind what you post is an expression of your brand.

Your brand isn’t who you want to be, it’s how you are being perceived right now. Edit: Source Katya Andresen

While it’s tempting and easy to combine the personal and professional in your social media I know that my customers, followers and audience care not for my love of Lolcats; just as they care not what your intern may choose to randomly post on your Facebook page.

Social media’s perception as “fun” often diminishes the gravity with which it is regarded.

Stop and think: you have spent years building your brand and reputation. This can be undone in one misfired Tweet and, because of its viral nature, things can blow up very quickly. If you need an example, hark your mind back to the #McDStories campaign McDonald’s restaurants ran last year.

Wouldn’t want to be that social media manager, would you?

Think carefully about every post, pin and tweet and how that is perceived by your audience: is it enhancing your brand? Is it how you want your brand to be perceived? Is it on target for your brand? Is it attracting the right type of audience? Does it have the right tone? Is it on message?

It’s fine to be fun and add personality but always think about how your audience will receive that information and how they will perceive your brand as a result of receiving that information.

Social media managers, copywriters and marketing professionals are paid the (not so) big bucks because they are professionals with years of hard-earned education, training and experience behind them. They take the time to understand a brand and ensure that the messaging is on target, on brand and on message.

Don’t leave it to amateurs (or interns).