0
Today’sTopics
 Public Relations Best Practices
 Media Contacts – locate, introduce, pitch.
 Story Ideas (Pitches)
 Pre...
Media Contacts
 Goals:
 Establish relationships with local media contacts
(hint: this is much like member prospecting!)
...
Establish Media Contacts
 Identify your local business news outlets:
 Radio: Is there a local, reputable broadcast for
b...
Establish Media Contacts
 Find a contact method for potential contacts:
 Via Site or Source: Is their phone or email lis...
Cultivate Media Contacts
 Once you have the information to contact:
 Reach out as a resource.
 Focus on what you can do...
Establish Media Contacts
 How to proceed to establish contact:
 Focus on one at a time: Try one media contact
per month....
Keep at it, and you’ll find
success!
http://www.thealternative
board.com/explore-
board-membership/news
Keep at it, and you’ll find
success!
http://www.thealternative
board.com/explore-
board-membership/news
Keep at it, and you’ll find
success!
http://www.thealternative
board.com/explore-
board-membership/news
What NOTTo Do with Media Contacts
 Do NOT pitch every single event or story idea
to them.
 Do NOT “reach” when trying to...
Story Ideas/Pitches
 Use the “best and brightest” for your pitches
to media contacts.
 Is there anything off-the-beaten-...
Press Releases
 Title should start off with your business/brand
name (“The Alternative Board”).
 In the first paragraph,...
Press Releases
 If you have media contacts (relationship or
not), forward a link to your press release to
them – especial...
Interviews
 Try to get a list of questions, even general
ones, for your preparation.
 Memorize and use an easy bullet-li...
Best Practices for Public Relations in Small Business (B2B)
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Best Practices for Public Relations in Small Business (B2B)

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A simple overview of best practices, tips, and guidelines for conducting public relations for a small business.

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Transcript of "Best Practices for Public Relations in Small Business (B2B)"

  1. 1. Today’sTopics  Public Relations Best Practices  Media Contacts – locate, introduce, pitch.  Story Ideas (Pitches)  Press Releases  Interviews
  2. 2. Media Contacts  Goals:  Establish relationships with local media contacts (hint: this is much like member prospecting!)  Radio  TV  Print  Web  Provide consistent resources to media.  Gain ONE local article, interview or column per quarter. (Syndication!)
  3. 3. Establish Media Contacts  Identify your local business news outlets:  Radio: Is there a local, reputable broadcast for business topics?  Television: Is there a local, reputable show or news/talk show appropriate for business topics?  Print: Is there a local columnist or reporter who routinely writes business topics?  Web/Blog: Is there a reputable blog or web- news site consistently focusing on business?
  4. 4. Establish Media Contacts  Find a contact method for potential contacts:  Via Site or Source: Is their phone or email listed publicly?  Call News Entity: Contact main number to ask for reporter or column/show desk.  LinkedIn: Search for the contact on LinkedIn and use InMail. (This works!)  Other Social Media: Most reporters are on Twitter and other sites, and might provide that information in their LinkedIn OR the news site!
  5. 5. Cultivate Media Contacts  Once you have the information to contact:  Reach out as a resource.  Focus on what you can do for the writer/show/brand, not what you hope they’ll do for you (that’s obvious).  In that first message, ask if you might keep in contact to give them a consistent flow of story/news material.  If they approve/accept, you’re in!
  6. 6. Establish Media Contacts  How to proceed to establish contact:  Focus on one at a time: Try one media contact per month.  Try a different contact method each week of that month: Start with most direct (phone/email), then move on to social media or anything inventive.  Move on: If you haven’t gotten a response by the end of the month, move on to your next contact.
  7. 7. Keep at it, and you’ll find success! http://www.thealternative board.com/explore- board-membership/news
  8. 8. Keep at it, and you’ll find success! http://www.thealternative board.com/explore- board-membership/news
  9. 9. Keep at it, and you’ll find success! http://www.thealternative board.com/explore- board-membership/news
  10. 10. What NOTTo Do with Media Contacts  Do NOT pitch every single event or story idea to them.  Do NOT “reach” when trying to tie in a story idea to their writing trend/pipeline.  Do NOT emphasize how their writing about you can help you.  Do NOT use ALL CAPS in your messages.
  11. 11. Story Ideas/Pitches  Use the “best and brightest” for your pitches to media contacts.  Is there anything off-the-beaten-path about your pitch?  Is your pitch “out of the box?”  Does your story idea line up well with this writer’s general theme (Entrepreneurs? Marketing? Franchises? Business ownership?)
  12. 12. Press Releases  Title should start off with your business/brand name (“The Alternative Board”).  In the first paragraph, answer the “Who-What- When-Where.” Remaining paragraphs can expound on the “How” and “Why.”  Include links! Drive people to your website.  Make your release keyword-rich: “executive coach” / “business owner” / “board of directors” / etc.
  13. 13. Press Releases  If you have media contacts (relationship or not), forward a link to your press release to them – especially if it’s on a prominent news site’s domain.  TAB provides Press ReleaseTemplates on the Facilitator Intranet.  PRNewswire isTAB’s go-to resource, but you can use PRweb or other sites as well.
  14. 14. Interviews  Try to get a list of questions, even general ones, for your preparation.  Memorize and use an easy bullet-list of takeaways you want to emphasize.  Prepare 2-3 real-life examples or stories to discuss in the interview.  Rehearse!  Speak slowly. In interviews, you’re very likely to speak faster than normal, so focus on pace.  Focus on what you KNOW.You’re the expert on this topic… feel confident & comfortable in it.
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