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Public Relations Preparation

Doing the preparation work is often overlooked when launching a PR campaign. PR isn’t actually that hard. If you have an interesting story and you place it into the hands of the right journalists then your story will be published.

The important part is to then make sure that you can capitalise on your initial press coverage. Media outlets are always looking out for interesting stories and one press article will often generate enquiries from a number of other sources. When it does you need to be prepared.

Journalists are busy people and don’t like hanging around or waiting for you to get back to them. So when they give you a call at 6pm on a Friday you need to make sure that you are prepared to effectively deal with their request.

There are 6 steps to preparing your business for a PR campaign:

The Elevator Pitch

This refers to an ability to summarise what your company does in around 20 seconds. A long-winded explanation to a journalist can come across as confusing and they can easily lose interest. Know your company and be able to get it across quickly and accurately.

When you’ve submitted a press release journalists will often call for further quotes and comments. Prepare some potential quotes and comments on any big related news stories in the media.

Have Images Available

This includes product shots, screen shots, company photos, logos and spokesperson photos.

Try to give journalists a choice – after all, if none of the images are good enough or appropriate then they’ll just run the story without a photo, meaning that it won’t be as effective.

Online Press Office

Many companies are now setting aside dedicated online web pages for the press, detailing information about the company, recent press releases, past press coverage, along with the contact details of someone who can be contacted about press enquiries.

Journalists like to know some background information before preparing a story or for an interview so creating an online press office is very helpful.

Press Pack

A press pack contains the same information as the online press office except that there’s more room to go into depth, with it possible to include personal biographies of senior personnel and case studies.

Always Have Someone Available

When a journalist is looking to put a story together at the last minute and come across your company you must have someone contactable. Not having the contact details easily accessible often results in journalists not bothering with including quotes from your company or going to a competitor instead.

Case Studies

Depending on your industry it may make sense to have a couple of potential case studies available, or customers that journalists can contact about your product or service.

Planning for this eventuality can save a lot of last minute problems by eliminating the need to phone various customers asking whether they’d mind giving an interview.

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The Cost of PR Activities and Hiring a PR Agency
Public Relations Ideas
Do You Need a PR Agency?
The Layout of Press Releases
Writing Press Releases