We speak with businesses every day. You can spot a business with a clearly defined strategy in under a minute. They know who they are and what their goals are. They have plans that deliver on their goals and tactics that form part of their plans. They are halfway there! It must be said, however, that strategies are fluid. They change according to opportunities or risks that present themselves. It’s also important to modify them based on market feedback.
Tip 1: Define your strategy
Our next recommendation is to be prepared for when opportunities present themselves. Does your business have a clearly defined value proposition? (How you communicate value to your clients and prospects). A one-page document that outlines your business and market offering is also recommended.
Tip 2: Do the groundwork
Then you should research the media channels in your local area. If you are a small business, this might include: Local Council media channels, Community channels (Facebook groups for example), AM and FM news stations, weekly and daily newspapers, Chamber of Commerce Newsletters etc. This list should then be populated with contacts. This might include Editors, Writers, journalists, Representatives at local councils, reporters or organisers. Find out who the most suitable people are and keep a list of their contact details.
Tip 3: Determine your PR targets and develop a database of contacts.
Next you need to find your story. Ideally you should try to brainstorm 12 topics (1 per month for the next year). Can you provide an angle on a larger story? Do you have a store opening/opinion/research/announcement? Ensure that this activity links back to your overall business strategy.
Tip 4: Define the story you want to communicate
Make it easy for your contacts by supplying them a story (or article) that is already complete. Perhaps they need to edit it but all the core details are ready, waiting for them. This is called writing a Press Release. Ideally it should be around 4 paragraphs. Ensure that your story is told succinctly and also include information about your business, your location and your offering.
Tip 5: Write and distribute your Press Release