Gaining media attention using PR

As you build your business, one of the most important tools you have at your disposal is your public relations department. These individuals are trained to deal with the media to gain exposure for your company and to deal with negative repercussions if there is a problem. How can you use PR to build your company? This is actually relatively simple, start by creating a great product or service and a good marketing plan to go along with it. Then talk to your PR department to handle all the media notification. They will be in charge of all the press releases, news conferences, and media attention for your company.

If you are promoting a new product, let your PR department know this. They will be able to use certain media connections that are interested in promoting new and exciting products. A good PR department or PR firm will know exactly which editors and reporters to contact when launching your product. They will also have excellent follow-up skills to make sure you are getting the attention you need. Ask them if they can get interviews for your company on talk shows or even local news broadcasts. This is a hard goal to achieve and it may take some time before you are able to get the big media exposure you need. Media will continue to be interested in something if you send out weekly releases to them. They want to see photos and samples of your product in addition to statistics as to why this product is so spectacular. If you hit up the media on a weekly basis, they will start to take notice of you and will start calling. It normally takes a few months before you start getting a lot of attention, normally you will get attention from local newspapers first and the larger papers may take notice of their story. If they like it, they will call.

Another way PR can help build your business is to take advantage of news stories that pertain to your company in some way. For example, let's say you are in the non-profit world of raising awareness about abuse. If there is a case in the newspaper or on the local news station about an arrest related to abuse, write an editorial and send it in. Make sure you have a good press release that pertains to this particular case and include some interesting statistics with your press release. Getting a connection with the stories they are already running is always a great way to gain media attention.

Negative PR is never a good thing, but it also provides the PR department with some great opportunities to build your company. They will need to hold a press conference to address the negative PR and re-assure your customers that you are a trustworthy company that is committed to excellence and to your customers. A good public speaker can captivate the media and will be able to have positive stories published about your company. Make sure you hold press releases when your company is able to do something good. This will re-assure your customers of your commitment to right your wrong and to become a trustworthy company once again.

If you don't have a good writer at your company, hire an outside PR company to handle all your press releases. All you need to do is supply them with the facts and they will take care of the rest. A good PR firm also knows exactly which newspapers and media outlets to target with your product or service and this will gain excellent exposure for your company. Make sure the PR firm is working hard for you before you hand over a big check to them for their services.