Public relations opportunities
Advice on tailoring your public relations (PR) activities to the needs of different media outlets.
Once you have identified the right media outlets, you can target them with press releases.
A press release is a news story that promotes your business in a positive light. Write it in a clear, journalistic style, and tailor each one to the specific media outlet.
For example:
- If an engineering company lands a big Italian order using a new manufacturing technique, the trade press would focus on the technical success and innovation.
- For the local paper, the angle might highlight job creation and the prestige of beating international competition.
Potential PR stories
There are many natural PR opportunities including:
- a new product launch
- new premises
- new members of staff
- an important new order
- business expansion
- involvement with a charity
- significant anniversaries, eg your 1,000th customer
- business partnerships
- changes in business structure such as mergers and acquisitions
Creating additional publicity opportunities
You can also generate PR by:
- submitting articles, such as opinion pieces, for publication
- commissioning a survey on serious or fun issues and send the results to the press
- suggesting a competition with your product as the prize
- giving expert opinions and volunteer quotes on current affairs
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