Whether you are writing a press release for a national newspaper, or a brief 200 word article for a local publication, the aim of PR is the same. Businesses want to create a perception through their publicity, and by taking control of the publicity they create, they manage that perception.
Local businesses, however, can struggle at this point. Large companies have product releases or multi-million pound contracts to publicise, which will gain them a lot of attention, but even if your company is not doing these things, the public still want to hear from you!
Below we have compiled a list of useful tips and example PR stories to give you the head start you need to generate publicity for your business
- Try and keep data on the majority of your information as a business. If you can successfully track where your leads are coming from it is a useful way of measuring the effectiveness of your marketing, but there can be stories hidden in the numbers. If you see an upward trend of referrals and recommendations this is testament to the quality of your service, shout about it! As a business owner, you will be well aware of the turnover and profits of your business, which can also be talked about if you reach a particular milestone (e.g. half a million pounds in turnover).
- If you are distributing PR yourself, take time to build a relationship with key contacts in the media. It is essential to know who you are speaking to when attempting to distribute your story, and if you want consistent coverage you must be respectful to the needs of those who will be printing your articles!
- Be aware of economic trends and the goings on of the business world, you can often reach a larger audience by commenting on the big issues at the time. You may not have a story to talk about from within your estate agents, but you can talk to the public about your thoughts on the rental market, or when the right time to buy a home is.
- Take a step back. Often there are events occurring in your business which may seem mundane to you, but you are not writing for yourself. What may seem typical to your business is particularly exciting to the general public, but it is difficult to see when you are so close. Try to get in the mind of the reader and think what they will find interesting, not yourself.
- Local business won - an important new client for the business
- Launch of a new product, or a new service
- Celebrating an anniversary (e.g. 5 years in business)
- Celebrating an achievement (for example an award nomination, or a record number of referrals)
- Local business partnerships
- Recruitment drives
- Case studies of successful work you have done, and would like more of in the future. You can use studies such as this to directly market to similar clients
These stories are read by your potential clients, and PR is absolutely free if you can write a compelling article that people want to read.
If you are a local business in West Yorkshire and further afield that wants to create a PR buzz about your business, raise your profile and create the image you want, contact Discourse to for a free consultancy session and allow us to create bespoke ideas for you.