Have You Included Press Release Services As Part Of Your PR Planning?
Recently, Elaine Platt, the owner of a boutique midtown Manhattan health club was ready to launch a unique new service called Smart Workout Fitness Vacations, but she didn’t know how to get the word out to draw potential clients.
"I knew I needed to do some PR and at least send out a press release but I had no idea how to go about it. I learned that press release services could help me with that and more. It didn’t take more than a minute for me to jump on that PR planning train," Platt says.
This story is not unique when it comes to small business marketers who need to learn the basics of creating a PR plan that will prime their businesses for success. It isn’t difficult; you can build a foundation in just a few easy steps:
Whether selling fitness services or real estate, the use of a carefully considered PR plan will give your business twice the promotional power. Need more ideas on how to market your business? Check our learning center post, Are You Leveraging LinkedIn To Boost Your PR And Social Media IQ?
1. Determine Your Objectives – Your PR objectives should correspond with your business goals. Do you want to sell more shovels? Gain more subscribers or find clients for your niche fitness business?
Decide what you want and let those objectives be the structure you build upon. All your efforts should be aimed at achieving those goals.
Understand Your Target Market – Focusing your tactics on the specific audience looking for you is essential for PR success. The Internet is a big marketplace and not everyone surfing the web is looking for your products or services.
Determine who is, and then create content to attract them.
2. Create An Editorial Calendar – Press releases are an ideal way to get the word out on your business. Using press release services can help you find the right journalists and distribute your press releases effectively.
To establish a steady flow of news your audience can use, create a 12 month calendar of content ideas that will bring attention to your brand.
3. Develop a Media Database – Who are the journalists that cover your industry? They are just the tip of the iceberg when it comes to finding outlets that may be interested in your news.
Explore general publications with editors who specialize in topics related to your brand -- such as lifestyle or technology, check out niche websites that might appeal to your audiences and explore freelance writers/bloggers who focus on your industry.
4. Decide On Tactics – How do you want to get your word out? You’ve started with press release services but you can build from there.
You can create a blog, get a business Facebook page, or create a Twitter account to start, but always keep in mind where your audience is hanging out online.
For example, potential fitness vacation clients might tend to be women trying to get on the fitness track so chances are they may spend more time on Pinterest and less time on Twitter. Corresponding tactics should be geared at this audience’s favorite channels and behavior.
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