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Everyone Could Use PR

In my work as a PR specialist, I often notice things perhaps others don’t.

For example, walking through a mall on my way to meet someone for a lunch appointment, I noticed a sign about an upcoming event that would appeal to parents in the area. I thought, “Hmmm, why haven’t I seen/read/heard about this before?” The event happened to be coming up that very weekend…and I’m just now seeing it. So how many others who’d be interested won’t see/read/hear about this before the weekend? This happens to me frequently, leaving me to wonder, “Why doesn’t everyone see the value of PR?”

There are many situations where I think a little PR could’ve helped an organization or event immensely. Here’s another example: I recently attended a local charitable event—a major undertaking to plan and prepare–that would’ve benefitted from better communications. Meaning that after folks signed up to participate, they should’ve heard regularly from the organizers. I signed up and received only one email confirmation. I never heard back before the event with any buzz-building messages or updates. Did it affect the turnout? Yes, unfortunately, the event suffered from a poor turnout, despite all the planning and preparation that went into it. Better communication would’ve yielded much better results and helped the organization reach its goals.

These are just a couple of examples of how better PR could help even the smallest of organizations. There are, in fact, many instances that take place in our day-to-day lives when I’m left wondering why someone didn’t do a better job of promoting this event/product/service? It’s plain to see that a lot of time and effort went into the initiative; why didn’t someone spend just a little more time getting the word out to the masses?

PR is getting the word out about your event, your service, your product, your customers, your new hires, and so on—it’s spreading the news about your company or organization. Oh, and here’s another key point: Other than the time it takes to create the message or content and contact those who publish the news (or self-publish it via social media channels and your site), PR is free. That’s right, FREE! If that doesn’t get your attention, than what will? Unlike paid advertising, you don’t pay for the space. PR also goes hand-in-hand with your marketing efforts, so that any content created can be tweaked and repurposed, meaning you don’t have to reinvent the wheel.

So, if you’re taking the time to plan an event, launch a new product or service, hire someone, or do something else newsworthy, why hide your light under a bushel? Get the word out—shout it from the rooftops if you have to!–but make sure to include PR in your planning efforts.

Got content?

You have your accounts on Facebook, Twitter, LinkedIn and the list goes on. Now, you need content to push out through all those social media channels, as well as for your site, and perhaps even for your customer or employee communications—but where do you get this content? Who creates it? Where does it come from?

Leverage what you already have, such as company news—new hires, new partnerships, awards your company has won, speaking gigs your executives are participating in, new products or services, new customers, customer successes, events your company is participating in and so on. The stream of possibilities is endless, if you take the time to look for newsworthy items.

Then, you need someone to write the content. Think everyone’s a writer? Wrong! I’m so often amazed by the number of typos I see in business communications. Typos mean more than just a misspelled word or a missed punctuation mark. They make your company look unprofessional and weaken your credibility. Make sure to use a strong writer, if that isn’t among your talents.

If you commit an hour or two per week to plan and craft content to use in your various channels, you’ll be surprised at the results. If you don’t have the time or the ability to create the content yourself, consider hiring a professional business writer to craft the content for you. Once you have it, It can be repurposed in a number of ways, making your minimal investment of time well worth the effort.