May 9, 2002
Seven Steps to Getting Known
Guerilla PR for the Entrepreneur Version
by Jill Lublin
So you’ve started your own business and you’re ready to let the world (or your neighborhood) know. Now it’s time to add public relations to the list of your entrepreneurial skills Understanding the function of public relations and what it comprises is an essential component of success.
Public relations is human relations and a critical aspect of growing your business. Everything you say and do is part of your pr campaign. It is the image you project every day to everyone you meet. It is about you and your company becoming a force in the public eye on a regular basis PR that you undertake yourself can be a primary way to grow your business and become known without major expense.
There are seven basic steps involved in mounting your campaign.
Step #1 involves figuring out who you are, what you do and how to express it in the most succinct and interesting way possible. There may situations such as at networking functions where you have only 30 seconds to introduce yourself and make that all important first impression. Spend as much time as necessary practicing your "intro" until it truly flows in a positive, strong, and confident manner. If you look and feel confident about what you have to offer, it will be reflected in your handshake, eye contact and tone of voice (even with phone contact). Equally important is the quality and image of any materials you hand out or mail and that begins with your business card. Remember that success begets success and great first impressions will speak volumes about you and your business.
Now that you have developed the most effective message possible, Step #2 is to determine your ooh-ahh factor, the “story” about you. Your product and/or your company which makes people go “ooh, ahh tell me more”. It’s important to understand why you are news from the media’s perspective and how your products help people or your service gives value and benefit. Once you know your “ooh-ahh” factor, you can begin to create materials, which will tailor your story to the specific media, whose attention you wish to gain.
And this leads to Step # 3 which is to define your audience and create a media list. Your list will, of course, be determined by the nature of your product or service, whether you are a local, national or international company and on which markets you are focusing your growth If you are a “local” trying to build a business in your community, then you will focus on local media. On the other hand, if you are pursuing national growth, you will want to check out major newspapers such as the Wall Street Journal, entrepreneurial publications such as Fortune or Inc. or gender specific magazines such as Good Housekeeping or Men’s Health. Another good source might be the trade or sales magazines for your profession or specialty. There are sources for purchasing media lists such as Bacon’s in Chicago or the United Way. It’s important to familiarize yourself with all the media you contact and to make preliminary phone calls to get the appropriate name for directing your release or media kit. Do an update at least every three months. A local list could easily have 100 names and for national 400 would not be too many.
At Step #4 it is time to put together a press release a simple 3-4-paragraph one-page document that tells your story clearly. It must be unique to grab media attention FAST. The first paragraph must contain the “catch” phrase to grab them quickly It should contain the who, what, when, where, why, and how of your story and begin with the city and state of origination. End the first paragraph with. “For Further Information, call…”. Techniques for grabbing attention include giving a statistic that shows that their audience needs this information which makes it relevant to current events or business news. The second paragraph might consist of a quick biography or additional information and the third should contain a quote from the highest source you can find It is always better to use someone else’s words to praise you. Sometimes the press will only use the first paragraph so it must contain all the relevant information.
The press release should be done on your letterhead On the top left hand column, it should say FOR IMMEDIATE RELEASE. The upper right hand should show the CONTACT and give the name and phone number of your publicist (or yourself). Be absolutely sure it is 100% accurate in terms of grammar, facts, punctuation, spelling, and names.
Step #5 will involve creating a media kit, which will include a copy of your press release(s) as well as other information.This is used to create interest for the press to do a full story or having you appear on a TV or radio show. It is important to understand that each of these types of media have their own unique requirements for their particular audience. Obviously TV producers are interested in a “visual” hook so you should include clear easily reproducible pictures Radio will be more interested in the “hook” or verbal aspect of your story. Just as you worked on your short term message at the beginning of your pr campaign, now you need to work on how best to “exploit” that image. How will you tell your story most effectively? It needs to be personal so an audience can put itself in your shoes identify with it and apply it to their own lives II also must be interesting and give value and benefit to the audience. It should also include a company background piece or brochure, a pricing sheet, any press clippings (reproduced on your stationary) and any other public relations materials.
Grabbing attention is imperative so packaging is critical. It involves the careful selection of eye-catching colors for the folder as well as the contents. Quality says a lot so don’t skimp. Consider having the cover embossed or using a logo sticker, select a folder with a business card insert and select easy to read, crisp clear text and quality paper.
Now that you’ve assembled your kit, it’s time for Step #6, the all-important mail out. Presumably you have created your media list and have the appropriate names with (correct spelling’) and titles. Now comes the most critical part, the follow up the follow up and the follow up. The phone may not ring. It is up to you to make the calls. Start by saying, “hello, my name is “and start your pitch within 10 seconds Remember your hook” and tell them in 30 seconds or less why you are the news. A good rule of thumb on follow up calls is within one week for national, within three to four days for local/regional or if email, with a day or two. You might want to create a one page synopsis to use as a guide when you call which should include who are you, why are you news, and how your product or service benefits people and gives value.
Step #7 is a series of seven reminders to help you create powerful publicity 365 days a year. If you follow these tips, you will be well on your way to capturing the media’s attention!
Make personal contacts as often as possible.
Always carry your business card and materials.
Know what is special about you and get the word out using the media.
Know the media you are pitching — always watch or listen to a show before you are on it.
Be prepared for interviews. They might just call you before you call them.
Be consistent with your image and make sure all your materials reflect the image you desire to project.
Participate in social and civic activities and help others get business by networking.
Jill Lublin is the owner of Promising Promotion, a full service public relations agency located in Bel Marin Keys, California and the author of the upcoming book, Guerrilla Publicity, part of the best selling Jay Conrad Levinson Guerrilla Marketing series. Her clients are individuals as well as major corporations and she does extensive lecturing and training throughout the United States. She can be reached at (415) 883~5455, HYPERLINK mail to jill@planetlink.com or at www.promisingpromotion.com
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