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How to get PR for your small business in 2016

  1. Phone in someone's hand
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    TetKofi

    TetKofi Contributor, JournoLink Free Member

    Posts: 6 Likes: 0
    13 |

    Getting great PR as a small business requires skills very similar to those we use in social networking and party situations. It’s not rocket science, we all have those skills, we just need to remember what they are.

    Identify your key target media

    The first rule of doing well at a party is to know who is there, and what their interests are. You can’t engage without a handle on who you are engaging with and what they think. So with PR you have to know what the key media are in your industry, and which journalists are influential in defining what is talked about in that industry. 

    They are not difficult to find; a quick Google search for the top 10 media or top 10 journalists or influencers in any sector will surface the people you need to listen to and monitor via social media and their websites. You will learn about their tone of voice, their obsessions, their hates and their loves; crucial when it’s time to send them news.

    Find out what is on the news agenda

    So we know who the runners and riders are at the party, we know what their slants and interests are, the next thing is to listen to what they say for a while and find out more about their latest escapades, anecdotes, scares and great successes. The best way to listen at any party is to ask questions because people love to talk about themselves.

    Likewise in PR, you read the output of your target media, their journalists and their influencers. What features are they running? At what time in the year? What examples do they use to illustrate their points? Who do they quote? All media publicise their output on twitter and other social media, and within a week you’ll have got a flavour of what is trending in your sector and what is on the news agenda.

    Now and only now are you ready to enter the conversation.

    Have a narrative that tells what is unique about you

    Before attending the party, you would have formed a picture of who you are and how you project yourself. In PR terms this means you have a ready-made narrative, a story to tell about how you meet your customer’s needs, what’s unique about the way you do it, with examples of how you have made customers happy and got rave reviews.

    Think of this as a kind of elevator pitch which tells the generic story of what you do and why customers need or rave it. It’s better to tell people what you actually do than just give it a professional label. You use the label at the end to confirm your professional credentials. Thus, it’s great to say I help clients raise finance, I help clients do their taxes and end with I’m an accountant. Promote what you do not what you are!

    Develop exciting news angles

    We know who is at the party, what they are interested in and talking about and we have a compelling narrative about why we are relevant at this party. Now share it. Remember, everyone hates a show-off, but everyone loves a person who leaves them more knowledgeable or informed. When you share your news it’s the insights you share that the media is interested in. You don’t have to make these up. You’re already working successfully in your industry you’re seeing the trends come and go.

    You’ve seen train wrecks in your sector and you’ve learned what flies and crashes. Share these insights, and the media will love you. Your news needs to tell journalists something that is relevant to the news agenda but unexpected in that others have not uncovered that snippet of knowledge yet. Above all don’t make your news a sales pitch, all media hate sales pitches.

    For example, a food client is opening new premises that will remove the major barrier to entry to the food industry. The news he needs to share is the fact that he is about to disrupt the food business. Focus on that and use the expansion of the premises in this case to tell the disruption story.

    Find Killer Quotes

    Finally, to do well at a party everyone needs killer anecdotes, ones people remember and retell. In PR terms you need great quotes that paint a picture with just a few words and make your news memorable. January 8th was #MicroBizMattersDay Day promoting micro business in the UK. I said to several media “If the economy was a democracy, microbusinesses would be in power!” They loved it and got the point that microbusiness deserved more attention.

    The five points above are what you have to follow to get great media attention whether you do your own PR or brief a PR agency. They are particularly useful on our PR Portal at JournoLink.

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    #0
  2. UKSBD

    UKSBD UKBF Legend Staff Member

    Posts: 8,370 Likes: 1,579
    Who can respond to comments made here?
    The author of the article, someone from SIFT, another forum member, anyone?
     
    Last edited: Jan 21, 2016
    Posted: Jan 21, 2016 By: UKSBD Member since: Dec 30, 2005
    #2
  3. fisicx

    fisicx It's Major Clanger! Staff Member

    Posts: 26,147 Likes: 7,734
    There doesn't appear to be a Report this Post button. It's needed to keep this sort of drivel off the forum. It's full of errors and seems to only exist for the link drop. How did a free member with zero posts manage to do this?
     
    Posted: Jan 21, 2016 By: fisicx Member since: Sep 12, 2006
    #4
    RPower likes this.
  4. RPower

    RPower UKBF Regular Full Member - Verified Business

    Posts: 355 Likes: 68
    @fisicx Thanks for your feedback! As this is an article comments section, please redirect further feedback to the Feedback & Help forum or by filling in this survey.

    https://sift-media.typeform.com/to/M1ZFTj
     
    Posted: Jan 21, 2016 By: RPower Member since: Oct 15, 2012
    #5
  5. UKSBD

    UKSBD UKBF Legend Staff Member

    Posts: 8,370 Likes: 1,579
    Is the idea that articles are to be treated just the same as forum posts and we discuss the content of the article?
     
    Posted: Jan 21, 2016 By: UKSBD Member since: Dec 30, 2005
    #6
  6. fisicx

    fisicx It's Major Clanger! Staff Member

    Posts: 26,147 Likes: 7,734
    But I did comment on the article. I said it's full of errors and seems to only exist for the link drop.
     
    Last edited: Jan 21, 2016
    Posted: Jan 21, 2016 By: fisicx Member since: Sep 12, 2006
    #7
  7. RPower

    RPower UKBF Regular Full Member - Verified Business

    Posts: 355 Likes: 68
    @UKSBD Yes, please.

    @fisicx If you have concerns about the quality of our content, please refer to the feedback form above.

    Thanks all!
     
    Posted: Jan 21, 2016 By: RPower Member since: Oct 15, 2012
    #7
  8. fisicx

    fisicx It's Major Clanger! Staff Member

    Posts: 26,147 Likes: 7,734
    So does that mean everytime I want to comment on the content of an article I have to fill in the feedback form?
     
    Posted: Jan 21, 2016 By: fisicx Member since: Sep 12, 2006
    #8
  9. ethical PR

    ethical PR UKBF Legend Free Member

    Posts: 6,002 Likes: 1,339
    I think it would be better to be able to comment on the blog posts directly. This is normally what would happen with a blog - so why not here? I do agree though it would be good to ask some of the forum members to contribute to opening blogs.
     
    Last edited: Jan 21, 2016
    Posted: Jan 21, 2016 By: ethical PR Member since: Apr 19, 2009
    #9
  10. RPower

    RPower UKBF Regular Full Member - Verified Business

    Posts: 355 Likes: 68
    @fisicx @ethicalPR My apologies for not being clear! Of course, please post on the article if you want to discuss the subject matter, as with threads please keep it on topic though (in this instance PR, for example). But if you've got more general queries or things you want to raise about content, please come through the feedback form so we can look at them properly. I hope that makes sense!

    I'll definitely be asking forum members to contribute to posts. It's really early days so we haven't got around to asking everyone yet but please do email usif you have any suggestions or topics you'd like to write about.
     
    Posted: Jan 22, 2016 By: RPower Member since: Oct 15, 2012
    #10
  11. ColinKing

    ColinKing UKBF Contributor Full Member - Verified Business

    Posts: 32 Likes: 10
     
    Posted: Jan 22, 2016 By: ColinKing Member since: Aug 22, 2013
    #11
  12. ColinKing

    ColinKing UKBF Contributor Full Member - Verified Business

    Posts: 32 Likes: 10
    I have to say that I profoundly disagree. I think the article is extremely well intentioned and gives some excellent, insightful information for small businesses looking to venture into the world of PR. In addition, just because somebody is new it doesn't mean they not valuable so I think we should do everything we can to encourage such good writers.
     
    Posted: Jan 22, 2016 By: ColinKing Member since: Aug 22, 2013
    #12
  13. LesGraham

    LesGraham UKBF Contributor Free Member

    Posts: 33 Likes: 21
    I met a bloke at the pub the other night, he reckons he could do some PR work for me for just a few quid, I had to explain to him that PR didn't mean protection racket. :D
     
    Posted: Jan 26, 2016 By: LesGraham Member since: Dec 18, 2015
    #13