How to Leverage Your PR

Who says there is no such thing as a free lunch in business? Well, there is a significant one that is often overlooked by business owners. It’s leveraging the results of an effective and sustained strategic relations program. As you will see, there are several opportunities to do so that cost nothing and actually adds up to a form of free advertising.

Among the cost-free opportunities are posting the links of media placements on the business’s website, often found in the News Section where archives of press releases that your business has issued should also be housed. Visitors to the site, especially prospective customers and potential new employees, are likely to check this section out to learn more about your company. In the event that a media outlet has run a particularly notable story about your business, it’s highly recommended to spotlight it on the homepage, perhaps under a bold headline, Breaking News, that would most assuredly be noticed. And make sure you include your blog in your marketing arsenal to spread the word about the news your company is making.

An e-blast consisting of either the link or an embedded copy of the article is another free marketing ride your successful PR efforts can enjoy. What’s particularly beneficial about this approach is that the recipients are already qualified. They either know or know of your business (customers, prospects, business partners, community leaders). It’s an opportunity for you to shout out your brand to those who know you in a very positive way. After all, it’s not you who is singing the praises of your company, as would be the case with a self-serving ad, but a trusted media source.

When using an e-blast, be sure that your subject line is simply understated like this: “Name of Your Company in the News.” And the greeting in the body of the e-mail message should be equally to the point: “Hello, I thought you would like to see this article about our company that recently ran in (name of media outlet).”

Speaking of ‘fans, ‘friends’ and ‘followers’ of your company, don’t forget the social media platforms—notably Facebook, Twitter and LinkedIn.  Frequent distribution of media placements in these distribution channels is key to success in assuring that your target audience will pay attention to the news your company is making, something that you will be able to measure by tracking their responses or comments.

In the event your company is included in a positive TV news segment, this would provide a huge pay-off in your media leveraging campaign. In addition to the aforementioned digital platforms, You Tube could give you even greater exposure for your company’s brand.

Finally, just as a restaurant showcases a highly favorable review in a window or on the wall in the entrance, you should get a good quality reprint or your news or feature article, have it attractively framed and displayed in your office where everyone can see it. In and of itself, this makes a compelling statement, is the best form of advertising and also reflects the deep pride you take in your company’s achievement that has been recognized by the media. This is just one more example of the cost-free firepower that you can generate by capitalizing on the results of your PR initiatives. Now, how about that lunch?

About the Author

Frank Pagani of Ardsley is a strategic public relations and marketing professional and an award-winning business writer.

To learn more, call Frank at (914) 843-5079, or send an e-mail to GettingtheStoryright@gmail.com and visit www.FrankPaganiCopywriter.com.