Forums: Discussions for entrepreneurs and small business.

I think we too often believe that PR must be about our company or product. While this is most often the case, this not only limits our PR possibilities, it also more difficult to get this kind of coverage, especially in large, general publications where you can reach the most people.

I recently got some solid PR just by dropping a 1 paragraph email that didn`t even mention my companies or products (sailboats and memberships). The Boston Sunday Globe has a weekly article in the Career section called "Transitions" the highlights people that have made career transitions. I recently made a significant career transition, and I needed some free advertising, so it was a perfect match. The story required no selling to the writer, because he needed a story more than I needed coverage. The story is going to run this Sunday, both in print and online, and mentions both of my businesses and the products we sell. It also paints me as an energetic and accomplished professional which builds credibility as well (remember, we need to sell ourselves to our customers as well as sell our product).

For me it was an article on my career. For you it might be a turkey wondering into your store, or a regular that comes by every day, or a grilled cheese that looks like the Virgin Mary. Don`t just focus on your company and product; Newspapers and magazines are large and you can probably find a hook to get you into most of the sections.

Maybe start with the newspaper and work backwards. How could I get into the Real Estate section (my building is a historic building), Sports section (I`ll paint a boat with the Red Sox logo and sail it around the Harbor), or Travel section (find customer sailing their boat south for the winter). Best of luck with your PR.

Hi Doug,

Congrats on your article! You are exactly right. After all, who wants to read about the latest business mumbo jumbo, statistics, boring news, etc. when they can read about a real person doing cool things in the local area?

If you can find what makes you and your business unique, a whole new world of media opportunities opens up.

Melanie

-------------------------

Melanie Rembrandt
CEO, Rembrandt Communications®, LLC
Visit www.rembrandtwrites.com for valuable PR tips and SEO copywriting help!
Twitter: @RembrandtWrites

Cool story, Doug! :-)

We`ve found that mostly by keeping our eyes open, going out into the world, and talking with folks on a regular basis, we run into all kinds of PR opportunities. But I think that means understanding what we mean by advertising and public relations. It also means having a clear understanding of our product and business, and how the business relates to the surrounding world.

To borrow from an old platitude, some people think that the reason they get onto a train is to go from one place to another. They`re concerned mostly with the cost of the ticket and how fast they can arrive at the destination.

But life and advertising are more about the people you meet on the train and what you do at the various stops along the way. It comes down to perspective.

Great stuff, Doug!

This is a reminder that public relations success come in many shapes and forms and isn`t always business profiles.  After all, once you get a profile you`re not likely to get another one in that same publication for several years, if ever again, so you have to be inventive.  Inclusions, expert positioning and events are often the best way to position yourself for ongoing opportunities. 

I love how you looked at yourself and your business from a completely different perspective to create a new opportunity to generate PR.

Best,

Jennifer