Effective PR

5. Think of an Angle

To the outside world, your product or service may seem deadly dull. Try to make a connection that links it to something interesting.

5.1 Invite a celebrity along (the mayor may appear free) to open your new premises.

5.2 Offer prizes for milestone events (see 4.1).

5.3 Imagination can make all the difference.

• A new restaurant researched the favourite dishes of famous people and put these celebrity meals on its opening night menu. Both press and radio picked up the story.
• A florist wrote a highly successful press release based on the traditional medicinal uses of the flowers in her shop.

5.4 Think about the image you are promoting.

• Your story about your encounter with a poisonous tropical spider may generate plenty of publicity. But it will not lure many extra customers to your fruit shop.