At this moment your business may not have adequate resources to invest in public relations. But it shouldn’t stop you from promoting your business. In this ultra tech age there are various other feasible and cheap options available which you can use according to your requirement.
Set a goal
To begin with, you need to clear of the objective of setting up a press release. You can proceed only when you have a fixed target in mind. The reasons for getting press coverage could be anything from a product launch to recruiting new talent or attracting investors. The important thing is to have a reason and not the reason itself.
Know your audience
Once you have a target audience in mind then start researching about their likes and interests. Get to know what they read, watch and listen to. Because only then can you appropriately design the press coverage so that it hits the audiences instantly. And don’t shy away from asking these things if you don’t know. You can easily take a survey these days with websites like survey monkey out there to help you.
Don’t let ego get in the way
Media reach is very important. But most people tend to confuse it with maximum reach rather than recognising the fact that in the competition to spread the word as far as possible the target community was left behind. People make it a prestige issue, which is the last thing you want for your business. The aim is to reach the target audience. If putting up an article in a local newspaper gets more viewers then do that instead of running behind major publishing houses.
Find relevant contacts
To get your business covered you require the contacts of journalists and publishing houses in the relevant sector. These can be found online or in advertisements. But this is where personal contacts work best and your networking skills get used. If you have none then online social media forums like Twitter and LinkedIn can be contacted easily. You may have to chase such people a bit as newsrooms are busy places and expect people to be a little short on telephonic conversations. Don’t get disheartened easily as you will face many rejections. Hence be mentally prepared beforehand.
You may have to write articles yourself
Be prepared to write press releases and emails yourself as local news companies may be short staffed. If you are not sure of your writing skills then take help from outside. Hire a freelancer to get the job done.
Be prepared to follow up journalists as stories get easily missed in offices. Usually if a journalist is interested in your story then they themselves follow up within few days. Otherwise call or email them. Also you can forward the same pitch to different news agencies but be careful as you don’t want two interested parties at same time.
Lastly be prepared for long waiting hours, multiple failures and rejections. You will make a lot of mistakes along the way but that is how one learns.