Getting PR
We in this industry are a biased bunch. We believe that promotional products are the smartest way to increase business, create loyalty, reward behavior, etc. And were it any other way, this blogger would be the first to chastise you.
However, if we believe in our own stuff to the exclusion of all else, that would be a mistake also. Promotional products represent a very fine element among many in what should in most cases be an integrated campaign strategy. And so it is for your business as well. You need to be totally educated and in tune with all the other elements that might go into your customer's overall plan. This will help you to better position yourself with the client and better advise him as to appropriate specialty items to use.
In addition, you need to advertise and promote yourself. One of the most cost effective and least utilized methods of promotion is the PR campaign. For our purposes today, I'm going to limit the scope of this post to how you, as a salesman or owner in the promotional products business might use PR to increase your visibility, and thus your sales.
First, lets discuss the types of PR you might be able to use. I would break these down into three types. First, there are the people in the news releases. When someone is hired, promoted, or even leaves for a better position, there is an opportunity to run a release. These are unlikely to be picked up by even a local paper unless there is a professional photo, so be sure to include one.
Make every effort to find a personal interest angle to improve the chances of getting some ink. Is the person active in local charities or other organizations? Have they had some kind of major impact on the community or in the industry? Do they have a rsume of note? Or, are they related to someone who meets one of those criteria.
The second kind of PR that is likely to get printed is where you, your company, or one of your employees is getting recognized for something. This could be an award, a position in a service club or charity, or an invitation to speak or write. Once again, pictures are very important. The best pictures are those that show the local talent receiving the recognition in some kind of ceremony.
The third, though by no means last, PR effort that can pay dividends is an announcement of a new product, a move, a grand opening or other event, or a substantial change in the way you are going to do business in the future (e.g. merger, acquisition, line addition, reorganization.)
On another day, I'll give the details of how to write up the release, who to send it to, and methods for increasing the likelihood of publication. We'll also touch on the internet as a tool for PR.
However, if we believe in our own stuff to the exclusion of all else, that would be a mistake also. Promotional products represent a very fine element among many in what should in most cases be an integrated campaign strategy. And so it is for your business as well. You need to be totally educated and in tune with all the other elements that might go into your customer's overall plan. This will help you to better position yourself with the client and better advise him as to appropriate specialty items to use.
In addition, you need to advertise and promote yourself. One of the most cost effective and least utilized methods of promotion is the PR campaign. For our purposes today, I'm going to limit the scope of this post to how you, as a salesman or owner in the promotional products business might use PR to increase your visibility, and thus your sales.
First, lets discuss the types of PR you might be able to use. I would break these down into three types. First, there are the people in the news releases. When someone is hired, promoted, or even leaves for a better position, there is an opportunity to run a release. These are unlikely to be picked up by even a local paper unless there is a professional photo, so be sure to include one.
Make every effort to find a personal interest angle to improve the chances of getting some ink. Is the person active in local charities or other organizations? Have they had some kind of major impact on the community or in the industry? Do they have a rsume of note? Or, are they related to someone who meets one of those criteria.
The second kind of PR that is likely to get printed is where you, your company, or one of your employees is getting recognized for something. This could be an award, a position in a service club or charity, or an invitation to speak or write. Once again, pictures are very important. The best pictures are those that show the local talent receiving the recognition in some kind of ceremony.
The third, though by no means last, PR effort that can pay dividends is an announcement of a new product, a move, a grand opening or other event, or a substantial change in the way you are going to do business in the future (e.g. merger, acquisition, line addition, reorganization.)
On another day, I'll give the details of how to write up the release, who to send it to, and methods for increasing the likelihood of publication. We'll also touch on the internet as a tool for PR.
posted by Randy W. Kirk at 8:43 PM
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