KEEPING IT UP: PR THAT WORKS

By Rachel Modena-Barasch

The secret to effective public relations (PR) is keeping it up. The product-launch press release is not enough. The press event is not enough. The annual white paper is not enough.

Here's the ugly truth. Unless you've just announced the next Macintosh, your business is not the first thing on the marketplace's collective mind. It's not even the second thing. Or the third. Or even the tenth.

An effective PR program is consistent. It seeks to communicate REGULARLY with the marketplace on information the marketplace actually cares about. We're not talking two weeks, a month, or even six months. We're talking about keeping your PR program alive and well all year round. And part of the magic is that, by communicating meaningful information on a regular basis, the marketplace actually comes to anticipate news from your company. But you've got to keep it up.

7 Basic Steps toward creating an effective PR program

1. Determine your uniqueness.
   What is the uniqueness of your company or product? Is your product the "cure for cancer" or is it a "me too." Are you the "first" in introducing the product? You must be clear why your product gives value and why the media would be interested. Once you are clear, then you can begin developing your elevator pitch.

2. The elevator pitch
   Your elevator pitch tells the audience about what your company does, your target customer, and why anyone should care. No more than 30-seconds. No kidding. The listener has a short attention span. If you do not grab their attention immediately they will loose interest. This pitch should be used at networking situations and the messaging should be reflected in all company marketing communications.

3. Define your target audience and create a media list.
   The list is determined by the nature of your product or service, whether you are a local, national or international company, and on which markets you are focusing your growth. Know the media you are targeting before you pitch your story.

4. On-going public relations tactics
   Develop a series of on-going public relations tactics that consistently keep your company's name on the lips of industry influencers. These tactics include, editorial calendar, speaking opportunities, product launches, partner releases, and contributed articles.

5. Be a thought leader.
   Take a stand on an issue, provide your opinion on a trend, or provide a vision for the market to embrace. Be vocal about your positions via contributed articles, opinion pieces or speaking opportunities.

6. Integrate your PR efforts with your collateral and web creations.
   Everything should have the same message tone, and look and feel. Everything should look like it comes from the same company.

7. Develop a measurement and knowledge-management system.
   Without measurement, you will not know what is working and what is not. Measurement defines the audience and its needs and gets everyone working together. Measurement defines what has worked or not worked, manages timing and resources, and demonstrates success. To be effective, your measurement program should support program objectives, tie results to the bottom line, and have an agreed-to measure of success.

What about your company's PR program? Is it a true program? Or does your company's PR "program" consist of ad hoc press releases. If your company is not getting its fair share of press coverage, The Hayden Group can help. Contact Rachel Modena Barasch at .

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