Best Practices for Public Relations in Small Business (B2B)
Upcoming SlideShare
Loading in...5
×
 

Best Practices for Public Relations in Small Business (B2B)

on

  • 90 views

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

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

Statistics

Views

Total Views
90
Views on SlideShare
90
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • Today’sTopics  Public Relations Best Practices  Media Contacts – locate, introduce, pitch.  Story Ideas (Pitches)  Press Releases  Interviews
  • 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!)
  • 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?
  • 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!
  • 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!
  • 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.
  • 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 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.
  • 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?)
  • 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.
  • 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.
  • 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.