Red Hot Tips on how to promote your business
Know the rules
Understand what PR can and cannot do Clearly identify your public
Devise a plan – time and money
Publics – make a photo-fit picture
Age group Location of home (local / citywide) High/low disposable income Travel modes (public or private transport) Interests / hobbies Lifestyles Media patterns – radio / TV / newspapers / freesheets
Objectives – what do you want to achieve?
Profile – personal / business / event Create awareness Build loyalty in customers (sponsorship) Promote the event
Press Release
Different Versions for different media (Bow & Arrow) Find an interesting ‘angle’ Use exciting quotes. A press release is not a sales tool (you are telling, not selling) KISS – Keep it Simple Stupid (short words, short sentences) Select media carefully
Ir. Times or the Star? Six-One News (RTE) or Expose (TV3) Newstalk/RTE or Country Sounds/Spin FM Don’t forget local media
Don’t be a media snob.
Third-party endorsement
Third-party endorsement Age profile – Linda Grey (Dallas) – Newbridge Cutlery David Beckham (ex Gillette) L’Oreal – because I’m worth it! Paris Hilton?
Press Conferences
Too much information for a release Of interest to media to attend Makes spokesperson available (face of the company) Legal input into statement
Photo-Call
Invite the media Put the work in. Don’t expect coverage. Create the photo Picture is worth 1,000 words Make it
Quirky Unusual Celebrity based Interesting topical
Sponsorship
Branding opportunity Must show a return on investment Match the sponsorship and the company
Glamorous Granny / Beauty Salon Local bank / savings video & sing-a-long Budweiser/Dubai Duty Free – Ir. Derby
Newsletters
Create a fixed style Issue on pre-determined dates Inform / educate – don’t sell Include a response mechanism Look carefully at distribution
Entertainment opportunities
Create an opportunity
Annual ‘private’ dinner
No need to sponsor – create an association
Rugby and soccer matches Classical music
Conferences & Seminars
Host a conference Offer yourself as an expert speaker Arrange a seminar Offer people an opportunity to ‘test’ while learning
Conclusion:
Set your objectives Know the rules Understand your publics Use –
Press releases Third-party endorsement Sponsorship Press conferences Photo-calls Newsletters Entertainment opportunities Conferences and seminars
Red Hot Tips on how to promote your business
Presented by: Ellen Gunning MA, MIAPR, FPRII, NUJ Director Irish Academy of Public Relations