by Libby Fordham Communications - Small Biz 2007 5. Seek out good ideas
- Spend time looking at things around you - in your home, your street, in shops or in other business. Don't be afraid to adapt a good idea and apply it to ypur business.
6. If you are going to the media be prepared
Make sure you have all your facts.
Make sure your message is clear and easy to understand - only give as much details as needed.
Send your press release to an actual person at the media outlet, don't just address it to a 'title'. Media outlets get thousands of press releases each day. Basically, they won't care about you unless a helicopter has fallen through the roof of your building :).
Once you send your press release, be sure to follow it up. Ring the person, converse with them about your idea and ask them if that is something they would be intersted in.
If you are going to be interviewed, decide on your three key points.
Try and be positive - complaining on talkback may give you coverage but what does it say about your business.
7. Have a budget, even it is small
- Clever communication tools don't need to cost the earth but if you put all your PR expectations in getting an article in the newspaper, then you are likely to be dissappointed.
- Don't underestimate the power of small things, like the humble fridge magnet, the printed balloon, or the donation of goods or services.
- Then again, don't underestimate the power of big things, like a celebrity endorsement with appearances, an unveiling at a trade show or the sponsorship of football team.
to be continued...
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