By: Scott Stein, Leonard & Finco Public Relations
With 2016 just around the corner, it’s the perfect time for
small businesses to plan for the year ahead. It’s also a great time to think
about how to step up your Public Relations efforts in the New Year.
If your past PR efforts have included a news release now and
then, it’s time to put together a more extensive plan that will get your
company noticed. The first thing to realize is that, to be successful, Public
Relations has to be more than just an occasional news release.
PR reaches audiences on a different level than marketing and
advertising. It helps to establish you and your business as experts in your
field, offering third party validation through the news outlets. Having that
public image as an expert gives consumers a sense of reassurance.
So what should be included in your 2016 PR plan?
Consider the following:
- News releases – highlight “newsworthy” items like new hires, significant company accomplishments and special events
- Speaking engagements – identify targeted audiences and let them know about your expertise and your availability to speak to their group in a non-commercial manner
- Pitches to trade or business publications – be sure to check their editorial calendars to see if your expertise lines up with a topic they are planning to address in an upcoming issue
- Media alerts – if a topic related to your business hits the national media, consider sending out a media alert to “localize” the story
These are just a few things that can be included in a PR
plan for the coming year. The key to having an impact – a consistent and
persistent approach.
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