Effective PR

1. Planning

You may need to reach several target groups, all with slightly different messages.

Your planning process should prioritise these target groups and agree key messages for them.

1.1 Decide what your objectives are.

• Most PR aims to build your reputation with customers.Favourable comments by journalists about your product are more credible than the same claims made in your advertisements.
• PR can be used to increase awareness of your business and products.Even a single mention in a national paper can generate a large number of enquiries.
• PR can reinforce advertising campaigns and other promotional activities.
• You may be able to publicise events, such as product launches, through the media.Trade publications often have sections for this kind of announcement.
• You can use PR to influence people who matter to your business - and sometimes to get them to change their minds (see 2).For example, suppliers, trade associations, local councils, MPs and community groups.

1.2 PR usually brings long-term benefits, rather than immediate sales, so begin it well in advance of when you need the results.

• You cannot control the timing of media coverage.You may have to send press releases over a period of months to a publication before it pays any attention to you.
• Although a single mention may have an impact, good PR will create a cumulative effect, as your publicity builds up.
• Some publications have long lead times.Many monthly magazines operate on four-month lead times, while guides (eg for hotels) are published annually and may need to be contacted months in advance.

1.3 Choose media that reach your target audience and are likely to give you coverage.

• Ask your customers what they read, hear and watch.
• Use directories such as BRAD, Hollis or Willings Press Guide to find details of publications in your area.
• Research publications and broadcasts to find out what kinds of stories they cover.Request an advance features schedule.
• It is always easier to get exposure in local newspapers and specialist magazines than in the national press.But do not be afraid to approach the nationals, if your story is strong enough.

1.4 Budget realistically for the time and costs involved.

• The largest cost of PR is often management time, rather than cash.
• Using a PR agency (see 8) can increase the effectiveness of your PR and reduce the demands on your time (but will increase the cash costs).