As public relations is an inexact science, it is difficult to document results. However, it is commonly known that editorial information has, by far, more credibility and impact than paid-for ads. Printed matter in a periodical implies that the periodical endorses the issue being referred to in the article. A public relations program consists of four components: 1) A Press Kit - A kit must be supplied to the media a. Biography of the company, including objectives
b. Biographies of key people, including pictures
c. Product/Service information
d. Copies of any articles, projects previously done. Call the local editors and hand-deliver the information. You want them to identify a face to a name, both your personal name and that of your company. 2) Editorial Information - Supply all existing information from which the editor may choose portions to print to inform his/her readers. Any insights or perspectives or new information is both usable and useful. 3) Press Releases - Include all information which will inform the public about new products, new lines taken on at a later date, personnel changes, expansion or other news. 4) Product Release - Provide photos with descriptions (not prices!) of particular products and their applications and benefits. Follow-up phone calls should be made, to "confirm" that the material was received. Also, as best as possible, "get to know the cook." You are more likely to be contacted for a round-up article or specialty piece (as an expert) if you are known and have been cooperative in the past. Don't: exaggerate, abuse the situation, offer to run ads if editorial is placed, or badmouth the competition. Since over 40% of most periodicals' copy comes from unsolicited sources, your contributions are usually welcome. Make up a press kit. Develop newsworthy articles to offer. Do not abuse the situation. Set up a meeting with the "cook." |
