Effective PR

2. Target Your Media

What newspapers or other channels of communication do your potential customers pay most attention to? What type of information do you need to put across to them?

2.1 You can tailor your story to suit different publications or broadcasting formats - and different sections of the public.

• Your local paper will be interested in one angle - new jobs, or a local person's business success.
• A specialist journal may focus on another angle - a technical aspect of the product.

2.2 TV and radio broadcasts can bring your message to life, through words or images.

• A news item on local TV could get people talking about an unusual service you offer.
• An interview on local radio can get people thinking about your product or service.

2.3 Consider the geographical location of the people you wish to reach. For example:

• A complimentary write-up in a tourist guide could attract people to your pub from outside your area.
• A mention on a specialist website could bring in enquiries from all over the world.