- Do your research
Get to know your local media. Find out who they reach, how their content varies from day to day and section by section and, crucially, learn what their deadlines are. You should also note the names of writers, editors and broadcasters who produce material that might appeal to your customers.
- Approach local journalists
Introduce yourself, see what you might be able to do to help, start to build a relationship; be friendly, but not pushy.
Targeting the right journalist with material that is of direct interest to them will generate the best results.
- Feed them interesting stories
If you have involvement in a local business issue, offer your opinion or write a letter to the newspaper or magazine. If a newsworthy event occurs that relates to your business, let reporters know about it. You could even offer to contribute a regular column or comment, answering readers' queries or offering an opinion on local business issues.
Organise a local survey and publish the report.
- Learn to write newsworthy press releases
Journalists respond to well-written and informative press releases. Give them a clear, descriptive headline that tells the story, use non-technical language and write copy that explains the benefits of your offering to local customers. Always include a quote, background notes, contact details and a good quality photo.
Here are three press release stories that you can use today.
- Exploit natural PR opportunities
If it is your firm's tenth anniversary, if you have just served your 10,000th customer, if you have won an award or a big contract, then tell your local media. Success stories are very attractive to readers and listeners - they would rather hear these than a sales pitch.
- Create PR opportunities
You could, for example, team up with your local newspaper or radio station and supply the prizes to a competition. Sponsoring a local business awards category could be effective in raising your profile and making relevant contacts. Brainstorm with your team what you could do that is newsworthy for April Fools day, Valentines, the World Cup, or to support Red Nose Day or Children in Need.
Organise a local 'stunt'.
- Give something away for free:
- Get involved in the local community
You can generate PR by supporting local events and organisations. This could range from taking a stall at a local fete or show, to sponsoring a sports team (with your name on their shirt). Let the press know of your involvement and see if they can send a reporter - otherwise send them a report of an event afterwards.
- Take part in fundraising activities
Organising charity events or encouraging your employees to take part in unusual or impressive fundraising can reap dividends in editorial coverage. If a member of your staff has canoed down the Amazon for the Rainforest Alliance, for example, make sure you send out a compelling press release with photos, and make your employee available for interview.
Some guidance on costs
If you manage your own PR, then the costs are limited to company time/salaries.
If you employ a professional PR executive (freelance or agency) then budget for their fees.
If you decide to offer free offers/give-aways in your local press then you will need to budget for the associated costs of buying the chosen goods/services.
Some legal guidance
If a substantial gift or incentive is part of your proposed strategy, check its legal status using:
Note: always speak to a lawyer to get up-to-date legal advice before implementing your plans.