Effective PR

3. Opportunities

3.1 Most businesses generate natural opportunities for PR activity.

For example:

• A new product launch.
• Opening new premises.
• Appointments of new staff.
• Large or quirky contracts or customers.
• Milestone events (eg your 1,000th customer).

3.2 You can create publicity opportunities.

For example:

• Submit articles for publication in your local press or trade magazines, or on relevant websites which are looking for content.
• Commission a survey (serious or frivolous) that can be written up as a news release.
• Promote yourself as an expert and offer yourself for public speaking or comment on topical issues.
• Suggest a local newspaper competition with your products as prizes.

3.3 You can become involved with events and stories which are already in the public eye.

• Send 'letters to the editor' about local or industry issues.
• Sponsor, or donate products to, charity events.
• Sponsor a local sports team or exhibition.

3.4 You can become involved in organisations which are likely to attract future publicity.

• Team up with suppliers or customers to work on attracting joint publicity.
• Become a figurehead in an organisation, so that its publicity brings you publicity.