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The "PR Play" Campaign Strategy
The PR Play is one looking for publicity from news organizations. Besides article submissions and speaking opportunities, this marketing strategy consists of online press releases featuring news-worthy promotional information. The success of this strategy depends on the content of each release being news-worthy and not at all 'salesy'.
Press Release Recommendations:
The headline is critical, relevant to the content and entices the reader to click.
When considering the topic of the release, think in terms of what you can say about your product, company, or promotion that is worthy of attention.
DON'T waste your PR money on releases with headlines like:
Company offers 20% off during the month of April.
A press release needs to be informative, not salesy. Leave the sales-speak to the ads.
Company fixes known problem with product.
This begs the question: "What about the problems with product the company doesn't know about?"
Product Found to Cure Cancer (or Boredom Anyway).
Off-the-wall headlines like this are best left to the tabloids and the tabloids are better than you at startling headlines anyway. Be informative. This is no place to showcase a dry sense of humor.
DO consider press releases with headlines like:
Company negotiates deal with strategic partners, Passes Savings on to Its Customers.
Company is Successful in Patenting its Manufacturing Process.
Company Announces Jane Doe as their new CEO.
The key is to imagine someone searching online for a company or product like yours and finding not just your "self-serving" website, but a number of legitimate press releases and press mentions in credible publications.
Beyond Press Releases: The Public Part of Public Relations
Public relations is about more than press releases, article submissions and speaking opportunities. Sometimes you have to 'go public'.
Consider a made-up example. A small pluming company takes one day a week to drive their Branded truck around the community doing public services like helping cats out of trees, volunteering at Habitat for Humanity, etc. Eventually the press is bound to catch wind of the business' community awareness and mention them in print, radio, local TV, etc.
Remember, your intentions have to be genuine. People can smell an ulterior motive a mile away.
In the End
Pull off a PR Play and it will do more for you than all the customer testimonials in the world, because it's informative and creditable. That said, however, understand that PR is only one part of the "Marketing Mix."
Learn more about public relations with our Easy Marketing White Paper.
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