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How to Bring Media Attention to Your Place of Business

how to bring media attention to your place of business

If your business has a brick and mortar location, it could be highly valuable to earn on-site media coverage to showcase your space and give your customers better insight into what you do and who you are. But how does a business attract media attention? If you’re among the lucky few, the media might find you; however this is not commonly the case!

Instead, you need to take matters into your own hands by developing a strategy to get in front of your desired media outlets and make it undeniable as to why they should feature your place of business in an upcoming news segment.

Take a look at a few of our tried and true tips for bringing media attention to your place of business – and commit to trying these out for yourself in 2019!

1. Find the right angle.

It takes a lot more than saying “Hey, come out and do a story on my business so I can attract more customers!” Of course that’s the underlying motive for basically every business wishing to earn media coverage, however you need to paint a more interesting picture for the media. You need to find the right angle. Some options might include a special anniversary or milestone for your business. Or maybe it’s something related to a holiday, special occasion or piece of history in your local community. If you’re really struggling to find a compelling angle, think of how you can tie your story back to something charitable or “feel good.”

 2. Put effort into your pitch.

With the right angle lined up, don’t skimp on the quality of your pitch. The key to a perfect pitch is to find the right balance of being direct, courteous and creative. Make sure to address the WIFM (What’s In It For Me) so that the media can clearly see how this would interest their audience. With a quality pitch and a creative angle, you will drastically increase your chances of getting picked up.

 3. Follow-up and follow-through. 

Now that you have their attention, you need to follow-up with your pitch. If you get an interested response, act quickly. Nail down the time and location of the interview – and all the nitty gritty details. Quickly decide who will be on air and their key talking points. Make it as easy and seamless as possible for the media to cover a great story and you will form the foundation for a long-term relationship that could yield more coverage in the future!

On the flip side, should you get a “No” response, or no response at all, you need to follow-through. Be persistent, but friendly. In your follow-up email ask for a courtesy “No” if they have left you hanging, simply so you can close the books on this pitch. If they do say “No” kindly ask for a piece of advice as to how you can better pitch to them in the future. Maybe they don’t cover that beat – but you might be able to find a new angle in the future that does align with their topics.

 4. Make the most of the media coverage.

If you’ve successfully earned media coverage for your business, be your own best publicity! Ask how soon a link to the story will be ready and set a strategy for sharing. You’ll want to get this out on your social media outlets (personal and business) as well as finding a place for it on your website. Depending upon the coverage, you might also want to further promote it with sponsored social media posts, or create a blog post to tell the story of the behind-the-scenes aspect of the day. There is no limit as to how you can share quality content!

 5. Don’t lose momentum – plan for the future!

Finally and most importantly, don’t lose momentum. You deserve a pat on the back for a successful media pitch, but then it’s time to get back to work. How can you harness the power of this first feature story? Are there other outlets that may now be interested in doing a story as well? Can you find a new angle? Or maybe your strategy is to let a little time pass and then pitch a new angle in the next month or so. The more media coverage you get in a moderate amount of time, the more people will wonder what all the buzz is about!

Have you had success in earning press coverage at your place of business? Share your success story or ask a question that we can help you answer!

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Posted by on January 21, 2019 in Business, Business & Success

 

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Top 10 Blog Posts on Life and Entrepreneurship in 2018

Top 10 Blog Posts on Life and Entrepreneurship in 2018

Happy New Year’s Eve! Whether your plans to ring in the New Year are big and fancy or small and casual, at midnight tonight our clocks will all tick forward to 2019.

While today is a day that we tend to start looking toward the future and planning for the New Year, there’s one more thing we need to do to close this chapter on 2018. Join me as I take one last look back at 2018 and the topics that hundreds of thousands of you have enjoyed over these past 52 weeks.

#10 – Five New Year’s Resolutions for Better Time Management

If you’re like most people, better time management is a New Year’s resolution you set for yourself just about every January. Start 2019 off right with a new plan for your time management strategy. With fresh ideas and a renewed commitment, you will set yourself up for more success and less stress both personally and professionally.

Read the original blog here.

#9 – How to Win Back a Client

Client relationships aren’t unlike any other relationship we have in our lives. Breakups are hard and sometimes you really want to win someone back, especially if they’ve been good to you. Check out this blog post for tips and best practices to win back a client, and grow your business.

Read the original blog here.

#8 – When Should You Outsource a Task?

There are several key indicators of a task that could and should be outsourced. Read this popular blog post to learn what they are and how to apply them to your own to-do list this New Year.

Read the original blog here.

#7 – Married to an Entrepreneur: 8 Tips to Survive and Thrive

Whether you’ve been married to an entrepreneur or business owner your whole marriage or this is something completely new for you, there are some tried and true secrets to success I’ve discovered from my own experience. Learn what they are in this blog post!

Read the original blog here.

#6 – 11 Tips to Become a Better Public Speaker

Public speaking is a gift, and it doesn’t come naturally to everyone. However, there are some exercises you can do to enhance the necessary skills to become an effective speaker. Even if you don’t foresee the need to speak to groups of hundreds of people in your near future, being a good speaker will help you with everything from small client meetings to convincing your kids to do their chores.

Read the original blog here.

#5 – Love or Hate Infographics, They Work! Here’s Why.

Do you have a love-hate relationship with infographics? I get it. Sometimes this buzzword makes my skin crawl, especially when clients think it’s the solution for just about every communication problem out there. But there is a time and place where infographics can be highly effective. Learn what that is in this popular blog post.

Read the original blog here.

#4 – 7 Tips for Productive Conference Calls

If conference calls often feel like a huge road block in your work day, you’re in good company. I’ve struggled with making conference calls more efficient, and dare I say enjoyable, for years. Here’s what I learned about improving the effectiveness of conference calls.

Read the original blog here.

#3 – 6 Ways to Grow Your Media Relationships

Forging meaningful relationships with key media contacts is helpful for any business owner and entrepreneur. It’s especially helpful for those of us who are in charge of advertising, marketing or public relations for a business. In this blog you’ll learn six ways you can grow your own media relationships in 2019.

Read the original blog here.

#2 – 5 Things Consultants and Freelancers Need to Stop Doing

We often read about what we should be doing, but this blog take the opposite approach of pointing out some really harmful habits of consultants and freelancers that need to stop in 2019. Learn what they are in this blog.

Read the original blog here.

#1 – How Public Relations Makes Advertising More Effective

And finally, at #1 is the most popular blog from 2018. This is something that many business owners and entrepreneurs don’t really take time to think about, but it’s so important for any business – especially if they want their advertising dollars to work harder for them. Start 2019 off right by learning how public relations makes paid advertising more effective.

Read the original blog here.

Which of these top 10 blog posts on life and entrepreneurship inspired you the most? What topics would you like to see me touch upon in 2019? Share your thoughts by leaving a comment below!

 
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Posted by on December 31, 2018 in Business, Business & Success, Life

 

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31 Lessons from a 30-Something Entrepreneur

What I Learned as an Entrepreneur in my 30s

Tomorrow, December 18, I will turn 31 years old. Last year, as I entered this new decade of my life, I wrote about how I anticipated this new chapter to shift my entrepreneurial outlook and possibly my business model.

Compared to 12 months ago, I would say things feel pretty similar. I was given some unique opportunities to expand my business through new partnerships and into new markets in 2018. However, my core services remain the same, my passion and gratitude for what I do is ever-present and I plan to spend 2019 enjoying the fulfillment – and sometimes luxuries – of my career.

But what I can tell you has changed is the wisdom I carry with me into each client meeting, each presentation and with each email I send. By no means do I have it all figured out, but I have learned some pretty important lessons in the last 7+ years of running my public relations business.

So for my birthday this year, I spent some time reflecting on the advice I received along the way that continues to guide my choices to this day. In honor of turning 31, I’m going to share with you 31 pearls of wisdom that I hope you find as useful and thought-provoking as I have.

1. You have to want it. People can give you the what and the how, but you must be the who and you need to figure out your why.

2. Just because you can outsource something, doesn’t mean you should. If you’re more efficient at completing the task on your own, or it’s a critical part of your business strategy, it’s important to remain hands-on.

3. You will come across clients who aren’t a good fit for your product or services, and vice versa. Don’t chase after them and don’t force it. Listen to your instincts.

4. Your reputation will be the single best branding tool you will ever have. Don’t risk it for anything!

5. No matter your industry or business model, you will have competitors. Get to know them; befriend them. If you do this successfully, you’ll gain a valuable lead generator. There’s more than enough business to go around!

6. You can never overemphasize your thanks and appreciation for your vendors and subcontractors. They make you look good. Make sure they know this.

7. Always know what problem your business is solving. If you can’t easily identify what this is, it’s time to immediately rethink your model.

8. Don’t mourn the loss of a business relationship too hard. Time and time again life will prove that this space will be filled ten-fold, and with better opportunities.

9. Give everyone a second chance. Those who doubted your skills and talents previously, just might become a valuable client or lead generator for you.

10. The reward for good work is more work. To grow your business do good work. Yes, it’s that simple.

11. Just because someone else is doing it, doesn’t mean you should too. Don’t chase every new marketing trend or fad. You’ll waste a lot of time and money doing so. Carefully weigh the right strategies for your business.

12. Keep in mind that your target audience may not be your actual audience. If you’re aiming for one group, but attracting another, it’s time to rethink who you really want to reach.

13. Know how to say no. This world will stretch you way too thin if you’re not strategic about where you choose to invest your time and talent. Even if you know when you say no, knowing how can be a much larger challenge.

14. Find a reason to laugh daily. Even if this means you have to keep a file of memes, photos and funny memories. If life doesn’t get you a reason to laugh that day, create your own.

15. Ask for advice. Try as you might, you will never have all the answers, nor will the internet. Look to your peers for their collective knowledge on topics they know and you do not.

16. Anchor yourself with principles, values and beliefs that feed your soul. As a business owner or entrepreneur, it’s easy to get tossed in the waves of uncertainty without a strong core to keep you anchored.

17. Each of us has a point of diminishing returns when it comes to work and profit. Know when more money means, well…more problems. Don’t let greed or pressure push you beyond this point.

18. For most of us, technology is a necessary evil to do our jobs. However, we must, must be intentional about unplugging on a regular basis – for the sake of our relationships and health.

19. Have someone with whom you can share your failures and struggles. It’s hard to talk about these things and be vulnerable, but this is when we most need support. Have a few key people in your life who will always meet you where you are, and simply listen.

20. Consistency is half the battle with running a successful business. Don’t give up before you’ve barely left the shoreline. If I’m being honest, you need to buckle up and stick with this for at least 5 years before you can make any sort of educated decision about the viability of running your own business.

21. Reliability is the other half of the battle with running a successful business. So many people are simply unreliable. If you can show employers or clients that you are reliable, you already have a leg up on most.

22. Be present. It’s simply not possible for the human mind to truly multi-task. With work tasks, focus on one and see it through to completion, then move on. At home, be present with your family. Work will always be there, but those family moments are fleeting.

23. You might get some projects that are slightly outside the scope of your core services. So long as you’re being compensated for this time, do it anyway! You’re never above licking some envelopes or running to the printer to make copies for a client. And this good will goes a long way.

24. Don’t get paranoid about success. You worked hard. You deserve this. Don’t feel like it can’t last or it will be taken away from you. Enjoy it for what it is, and pay it forward.

25. Don’t get paranoid about failure. You worked hard. This is not a punishment. Don’t feel like it will last forever and can never be overcome. Appreciate it for what it’s teaching you and move forward.

26. Be a person who gives more than they consume – of time, money, material things and especially love and attention.

27. You don’t have to have it all figured out to still run a good business. I made the leap when I had very little experience both as an entrepreneur and in the field of PR. But I’m so glad I started when it did instead of waiting until I felt ready – or I would still be waiting.

28. Everyone will go through stressful or unfulfilling seasons of life. Give yourself grace, but do keep track of damaging patterns. If you’re stuck in a cycle, something has to change in order for you to move forward.

29. Never undervalue networking with your peers. Building the right amount of quality networking into your business development plan will open doors to connections and potential clients you would never meet otherwise. You have to put yourself out there!

30. There is no magic number of years in business or any particular age that determines a successful or established entrepreneur. It’s all relative to your industry, business model and how you define success.

31. The number one thing people want to feel is heard. Even more than liked or respected, if you can make someone feel heard, you will lay the foundation for effective communication.

And one to grow own…

Every entrepreneur’s journey is unique. You will never be able to compare two people’s situations apples-to-apples, so don’t let someone else’s story make you feel self-conscious or insecure. Most importantly, don’t let anyone else’s experience stop you from creating your own!

 

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How to Help Your Business Run More Efficiently (Contribution from Kevin Conner)

The following post comes to us from internet entrepreneur, Kevin Conner who is the founder of Broadbandsearch.net. In this blog, Kevin shares a wealth of experience related to starting and running an efficient business.


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How to Help Your Business Run More Efficiently

Efficiency is the difference between a company that doesn’t make it past year five and a business that succeeds for decades to come. Good efficiency practices show dedication to having good management, reduce wasteful spending, and discipline the culture of your business towards regular and sustainable productivity.

Yet how does one create an efficient business? It’s all about the environment you create and the policies you implement (and don’t implement). Above all else, consider it a mindset, a filter through which you should run all your decisions, even if you wind up deciding on the less efficient option in the end.

Here are some main principles you should keep in mind.

Delegate and Trust

While your instincts may at first tell you that heavy oversight is the key to better efficiency, we want to warn you that it will have a limited effect at best or even be counterproductive. While oversight is important, employees generally won’t like having someone perched on their shoulder all of the time and getting approval from you or a manager for minor, non-essential decisions will only bottleneck projects.

If you feel that you need to keep a close eye, then you don’t have an efficiency problem as much as a personnel problem, and it would be wise to find and hire people you can trust to work professionally and efficiently when you’re not around, at least in key positions. After this, trusting employees will ease your mind, generally let employees come up with the most efficient solutions on their own, and let people reach their greatest potential.

Make Sure Services and Utilities Are Effective and Working

If you’re using online services and technological tools to help you run your business or help employees perform tasks, make sure they’re either the best or the best option for the cost. Competition will breed a lot of new developments, and you might not be using the most efficient service or option anymore.

For example, consider the internet connection set up for your office. If its too slow to either upload necessary content to a webpage or, even worse, slow to download items your business needs, it creates a huge problem for your employees, and fixing the issue will be the best thing you can do for your business.

Automate Whatever Would Be Reasonable

Automation has become the new driving force in efficiency, and while the initial costs can be high to start with, getting a program (or even a machine in some cases) can save you a lot of money through wages otherwise spent on menial tasks. As a general rule, try to automate whatever your employees do that doesn’t utilize them in the tasks they are best at and were hired for doing. Paperwork, office chores, and laborious production steps can all often be automated or mostly automated, and you should investigate solutions to those problems.

Consolidate Tasks

By grouping tasks and improving the logistics of your business, you can increase efficiency by a great deal. Try looking at what tasks are commonly done and checking if you can simply have a dedicated block of time to taking care of them instead of them randomly being spaced throughout the day. Increasing flow around the office is a great way to improve efficiency.

Additionally, a group of specialists can likely do a better and faster job than a similar-sized team of generalists all handling their own tasks. See what tasks you can consolidate to one team member (when doing so wouldn’t put your business at risk) and let improvement happen over time. You’ll soon see productivity numbers go up as people adjust well to their updated agendas.

Focus on Improving the Most Time-Consuming Tasks First

This is a short tip, but one you should keep in mind. You may or may not believe in the 80/20 principle, but you’ll likely find that most of the stress and inefficiency in your business is coming from a few places and only a few places. As hard as it might be at times, we recommend you cut right to the core of those problems instead of distracting yourself with minor inefficiencies elsewhere (they’ll still be around once everything else is taken care of).

Review Tasks Regularly

Sometimes doing things as they always have been done is simply not the best choice for some tasks. New solutions appear and employees, when given some time and freedom to solve problems their way, can be extraordinarily innovative. Therefore, we recommend that at regular intervals (three months would be a good starting point for most companies) you look at your business and list out every major (and some minor but time-consuming) tasks your employees do, making changes where they would help.

This might not be something you want to do alone. Your job isn’t necessarily to know the ins and outs of everyone’s job so well that you can do it better than them. Instead, if you’re not entirely certain where to make changes (if that would be wise at all), talk to the employee about their tasks, and what might be done to improve efficiency, and which ones are truly necessary. Working with your best people on course correction will likely be the best path to success.

Conclusion

Your business will naturally have its own unique needs, and we are certain that there are methods that will work for you on top of those above that will vary based on your industry and team makeup. Yet with the above tips and strategies, you’ll find that your business will run more effectively and efficiently, driving growth forward and making everyone involved happier in the process.


About the author: Kevin Conner is the founder and CEO of Broadbandsearch.net, the U.S.’s leading home services (broadband and TV) search engine. Kevin’s strengths lie in creating a strategic vision and leading a team to successfully execute that vision.

 
 

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7 Tips to Help College Seniors Prepare for the Real World

7 Tips to Help College Seniors Prepare for the Real World

Though it may seem far off for college seniors, life in the real world is coming at you fast. Sure, you may be thinking about your next steps to become gainfully employed, but are you really taking action to prepare yourself? Right now is the best time to put the effort into doing everything you can to make yourself as employable as possible.

Here are seven tips to help college seniors prepare for the real world:

1. Brand yourself.

Your senior year in college is the prime time to create your own professional brand that you can carry with you into the real world. Students often stop at creating a resume and cover letter and maybe doing a little job searching each day. There’s a lot more you can be doing!

For example, create a personal website, polish up your Linkedin profile, create personal business cards (which you can often get for free!) and start a blog. As you make a name for yourself, employers who will be doing their research on you will be impressed by what they find online.

2. Clean up your social media.

Let’s talk a little more about what potential employers may find online. If you’ve really been enjoying your college experience, chances are you have a little social media housekeeping to do. Be your own private investigator and dig deep into your archives of photos and posts. This is everything your employer could find as well. Clean it up!

Though you may never be fully able to dust up every last crumb, let’s make sure you’re not leaving heaping dirt piles lying around. Put some serious effort into scouring your social media profiles and get them ready to be spot-checked by employers.

3. Control your online presence. 

Beyond social media, you also need to be thinking about other photos and content that may appear online that include your name or image. These can be both good and bad for an employer to find. I highly recommend every college senior preparing for the real world to utilize www.brandyourself.com. This allows you to see the highest ranking search results for your name online, and choose the ones that you want to remain associated with you, and work to bury the others. For example, you’ll want to raise the rankings of articles that mention your awards and accomplishments, and remove the ones that shine a negative light or aren’t associated with you at all.

4. Leverage your adult networks.

By now you’ve likely gotten pretty good at socializing with your peers. Now it’s time to shift gears and get comfortable socializing with your adult networks (i.e. past employers, family friends and your friends’ parents). As you approach graduation, it’s smart to issue your own “press release” – which is a more professional take on the standard graduation announcement. It doesn’t need to be formatted like a typical press release, rather think of it as an intelligent message that communicates your education, accomplishments, talents and ambitions. Then, share it by mail and email with your adult networks.

They may not be hiring, and maybe they’re not even someone you’d want to work for; however, combined they know A LOT of other people who could be the perfect connection or you. Don’t overlook this!

5. Be accountable and consistent.

One of the most simplest, yet most often overlooked things that college seniors need to be doing to prepare for the real world is to exemplify their “employ-ability” by demonstrating they are accountable and consistent in their actions. When you meet someone at a networking function or job fair, be sure to follow-up. So many students I have met and spoken with at similar events are so excited to be connected, yet only a fraction use the information on the business card I gave them to follow-up with me. The ones that do really stand out. It’s so important to demonstrate early and often that you are a mature professional who is ready for the real world.

6. Let go of your idea of a “dream job.”

This is an important one, so listen close. You need to let go of whatever idea you have spent the last fours developing as your “dream job.” Foremost, it likely doesn’t exist. I’m sorry to serve up the truth like this, but it’s better that you hear it early.

Refocus this energy on doing your research of what an entry job in your field really entails – both in pay and in responsibilities. Now readjust your expectations. If you begin your job search with unrealistic expectations, you are going to turn off employers and potentially walk away from a really great opportunity just because the pay is less than what you want and the responsibilities are more.

7. Unemployment is not an excuse to be unproductive. 

Until you land your first job out of college, there is always, always something you can be doing with your time to put you one step closer. Unemployment is not an excuse to be unproductive. Aside from scouring job postings, you can be investing your time into creating a blog or digital portfolio to house your work. You can freelance your skills to gain experience. You can also volunteer your time on projects that align with your education and career aspirations. I’ll say it again, there is always something productive you can be doing while unemployed until you find your next opportunity.

Are you or someone you know approaching college graduation this semester or next year? What tip do you find to be most helpful or do you have a different idea to share? Join in the conversation by leaving a comment below.

Be sure to share this advice with fellow graduates, too!

 

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A No Is As Good As a Yes

The first Monday of each month, I dust off a favorite post from the Bennis Inc Blog archives and give you another chance to enjoy the wit and wisdom that’s been shared. Enjoy this month’s treasure – and if it inspires you – be sure to share it with family and friends!


No Word Showing Denial Panic And NegativityThink for a moment how many questions you ask in a single day. There are the simple questions like asking your child what they’d like for breakfast or asking your spouse what time they’ll be home from work. There are then the more complex questions like asking your boss to clarify your responsibilities on a project or asking a potential client if they’d like to move forward with your services. For simple questions, an answer is usually easy to obtain. But for the more complex and sometimes controversial questions, a quick and straightforward answer is harder to extract.

Anyone who has asked enough questions knows exactly what I’m talking about. So often we avoid providing someone with an answer because we think it will upset them or strain our relationship. The interesting reality is that the lack of an answer is more frustrating, and potentially more damaging, than providing a yes or no because it demonstrates a lack of respect for someone’s time.

In business, I often compare waiting for an answer to being in progress purgatory. It’s terrible to have your hands tied and be forced to bring work to a halt while you wait for a response from a client or co-worker. There are certainly instances where a delayed response is understandable. Life has been known to throw curve balls. But when an answer can be provided, it should be provided—as quickly and clearly as possible. Otherwise you may be costing someone else their time and energy as they wait for an answer and put effort into following-up.

I’m sure we can all bring a few examples to mind, maybe even one we’re dealing with right now. It’s that email that hasn’t been answered in over a week or that voice mail message that’s still waiting on a call back. It shows a lack of respect for someone else’s time when such questions or requests go unanswered and it can all be avoided with some simple communication. Immediate responses aren’t always possible or expected, but even when you can’t provide a response, you can provide the communication that you are seeking one. I know I always appreciate a message acknowledging my question and letting me know when to expect follow-up.

The bottom line is that you’re not doing anyone any favors by leaving them hanging. If the answer you have isn’t the one they’d prefer, you likely still have a good reason for choosing that answer. Explain this reasoning as simply as possible and give them the answer straight-up. Even if you can’t give someone the response they want, you can at least give them the ability to move forward and seek a different solution or opportunity. And at the end of the day, that’s a lot better than being stuck in progress purgatory!

Do you agree that a no is as good as a yes compared to not receiving an answer at all? What role in this scenario do you usually play—the one waiting for the response or the one evading the response? Share your insights and input by commenting below!

 
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Posted by on November 5, 2018 in Business & Success, Life

 

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Do I Need Advertising or Public Relations?

Do I Need Advertising or Public Relations

It’s a really important question – and one that business owners’ return to time and time again. Do I need PR or advertising to grow my business? The answer…it depends! As like most things in life, it’s situational and really depends upon your goal, budget and target audience.

In this blog, I break down some of the most common scenarios businesses face and whether ad or PR is the better strategy to address each. Let’s go!

I want immediate and guaranteed publicity for my business.

You want to start with advertisingWith advertising, you get what you pay for, rarely will it be more or less. The benefit of guaranteed media placement is that you can count on it showing up when and where you want it to. If your business needs this immediate boost in publicity and can’t risk anything less, advertising is the way to go – at least to start. Where PR can come in, is when you want to complement this with the power of organic media exposure that, when done right, can garner a whole lot of media attention for a fraction of the cost of paid placement.

I have a limited budget, but a great story to tell.

You want to start with public relations. If you have a naturally great story to tell, your business will do well with the boost of some public relations. PR thrives on taking a great story and bringing it to the forefront of media and before your target audience. With advertising, you have limited space to tell your full story, so it might not have the same impact if you try to fit it into a 15 second commercial spot or on a bill board. With PR, you gain the platform, like a featured segment on the morning news, or several paragraphs in print or online to really dig into the meat of things.

I can communicate my core message in less than 8 words.

You want to start with advertising. This is the reverse scenario of what we described above. Maybe your business is able to fully articulate its unique selling proposition in 8 words or less. In this case, you might better be suited for a strategy more focused on advertising. A short message can be easily communicated through digital ads, short commercials, sponsored social media posts and billboards. Once you determine this short message, you can advertise it consistently throughout these various facets to benefit from repetition.

I want to promote the charitable angle of my business.

You want to start with public relations. Even if your business is for-profit, you can still hitch your wagon to the promotional power of charitable giving. If your business or organization has a genuine charitable component (people can easily tell when you’re not being sincere!), this unlocks a lot of PR opportunities. Your story will more easily be picked up by local media and often TV stations or digital community calendars offer free promotion of such activities. Sure, you can also pay for this promotion, but why? When it’s charitable in nature, think PR first.

My business has some negativity publicity it needs to counteract. 

You want to start with public relationsIf you find yourself needing to counteract negative sentiment toward your business, this is a job for public relations. It’s important to add the “human” element to your business in such circumstances. For example, you may want to pitch your CEO for a media interview, host a press conference or issue a press release to address the issue. You can also implement some strategic activities to repair your brand, such as a free community event, open house or giveaway.

People are familiar with my brand, now I need to keep it top of mind.

You want to start with advertising. If you’re an established brand and your target audience is aware of who you are and what you do – congratulations! You’re ahead of most businesses out there. But seriously, this puts you in a prime position to benefit from paid advertising, because what you now need to focus on is maintaining this awareness and staying top of mind. Carefully placed digital, radio, television and/or outdoor advertisements with help you to continue to capitalize on what you’ve worked so hard to create.

What I hope is an obvious disclaimer is that every business and its particular situation is different. While I hope to provide some helpful, general advice and a starting point for your strategizing, it’s important to seek the help of experienced ad/PR professionals who know your market, understand your target audience and can help direct your messaging through the most effective channels.

Do you have another question related to how advertising and public relations are different, yet also work together? Join in the conversation by leaving a comment below.

 
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Posted by on October 29, 2018 in Business & Success, Life

 

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