A press release should be pyramid-shaped, with the ‘killer facts’ in the opening sentences
Do your own PR
PR agencies too expensive? Cheryl Chapman explains how you can get your company's name out there – without a marketing budget
Take aim
Start with some market research to find out what your clients and potential customers read, watch and listen to, and make yourself familiar with them. Concentrate on targeting a niche area if your market is varied, as this will make your message stronger and more appealing to journalists.
Pinpoint your USP
What makes you stand out from the competition? Do you provide a unique service? Is the MD a character? Are you a family business? Don’t market yourself as the best or cheapest unless you can prove that you are: your reputation will be damaged if you are caught out.
Update your website
Your website will be the first port of call for the media and potential clients. A journalist may want to write up their piece based on your press release and website alone without contacting you. Also consider creating a page especially for the media, where you can post past articles, press releases and display photographs ready for downloading.
Build a media list
The Guardian Media Directory lists the addresses, phone numbers, websites and key personnel for companies in every sector of the media. Larger companies with a bigger budget might consider signing up to a service such as www.uk.cision.com, which gives you up-to-date contact details and names. Smaller companies might want to consider networking, which is cheap or, at best, free.
To save time, create an A-list of the ten or so companies that you want to target – these are the ones you will spend time calling and building a relationship with. Your B-list will be the ones you just send press releases to. And network – attend or take part in industry events, and ask friends, family and colleagues if they have any contacts you can be put in touch with.
How to speak to journalists
Never, ever leave messages – you will be ignored. Call and be persistent until you get through, but make sure that your story is newsworthy. Avoid calling journalists near their deadline, and be magnanimous if they are rude to you – there’s always next time.
Create a killer press release
Ideally, you should send out a press release once a month. This should include the ‘story’ (e.g. results of a survey you have conducted, tips related to a topical issue) followed by company details and contact information. Your master press release can be tweaked regularly with up-to-date stories.
Much like a news article, a press release should be pyramid-shaped, with the ‘killer facts’ (the story) in the opening sentences and the less-interesting information (company details) towards the end. The headline must inspire curiosity: ‘Are you one of the 25 per cent who aren’t covered for flood damage?’ is far more appealing than ‘25 per cent of homeowners aren’t covered for flood damage’.
Market yourself as an expert
At the end of every press release and communication, advertise the fact that you are available for media comment on industry-related issues. Post your published tips on your website to further enhance your reputation as an expert.
WIN!
The Do Your Own PR website offes a 30-day distance learning course that takes you through all the stages of planning and actioning your own PR campaign. Now, we are offering one reader the chance to win one of these courses.
To enter, email your name, company and contact details to hiscoxnews@hiscox.com by 1st December 2007.
Even if you're not a lucky winner, we have arranged a special e-course price of £120 (usually £150) for readers. Please call 0208 504 4557 or email paula@doyourownpr.com to book your course, quoting Hiscox News for your discount. Further details of the course can be found at www.doyourownpr.com