November Quit Smoking Month

DIY Public Relations

By no means felt aggrieved that other entrepreneurs make the headlines but do not you? Louise Third, founder Integra Communications, specialists in public businesses, indicates that it is not as difficult as it sounds, it requires a small planning and applying some fundamental rules.

Kevin and Dawn Hartley, owners of Mozart's Restaurant in Nottingham have tangible evidence that the use Planned PR can considerably enhance sales. The couple, who opened the restaurant 40 seats in November 2002, decided to seize all opportunities get in touch with their nearby press and radio with "news" and comments. The opening was marked on Trent FM radio with champagne and canapés and was followed a month later by a show of 2 hours Christmas show live from the restaurant. BBC Radio Nottingham conducted a Valentine's recipe on the website and 50,000 listeners enjoy a session of live cooking in association with the Nottingham Restaurant Awards.

"Our biggest media success is come on national coverage No-No Tobacco Day in 2004 when we decided to announce that Mozart had turn out to be Nottingham's first completely non-smoking "Said the Head Chief Kevin. "Not only is the BBC Radio Nottingham to interview us then, but when the government White Paper on smoking has been published November we have been bombarded with interview requests. "Kevin and Dawn are featured on several nearby radio stations, and prior to the television cameras Regional. Although the media requests were extremely demanding, the couple made himself obtainable for interviews, helping journalists to total their work and acquire a profile for the restaurant. As a direct result of their public relations work, the Hartleys have skilled a 15% improve in trade.

Inside every little business is a history of breaking out. Begin with this positive attitude and you will get the creative thinking to cover feasible media. Intelligent use of public relations will help people comprehend what you propose, will gradually develop your reputation and you keep at the forefront of people's minds - ahead of the competition!

Basic Rules
The fact that Kevin and Dawn planned a media campaign as component of their overall business technique leads to the first rule of sound public relations:

1. Use PR as an integral component Your Marketing Plan: Once you have decided on the level of sales you require to balance, then make a profit, to identify those who require to know about you and what you provide. If you opened a new store, clients may be extremely nearby, but if you specialize, they may travel far additional. Perhaps you coach executives to cope in stressful conditions: when your potential clients may be the United Kingdom FTSE 100 businesses or big public businesses. You may choose to use a combination of direct advertising, networking so you get references and recommendations and advertising.

2. Identify what your target clients read, watch and listen. This is most likely a mixture of nearby newspapers, regional and national trade or professional magazines, nearby radio stations and national TV, not to mention all the choices 'new media'. If feasible, ask them, if you are visiting their respective facilities, the ones you discover at the reception? Make a list, discover the name of publisher or writer The most relevant function and call to see how they would like to hear from you. The fax machine used to be widely used to make press releases which was then overtaken by e-mail, but, ironically, many PR firms are returning to the fax, it can not be deleted or ignored and it is always cheaper than normal mail. And then there is the direct call to the journalist or a new office ....... if you have a story extremely powerful. Nevertheless, be realistic. Do not set your sights on the normal TV coverage, but does not rule it (at least at the regional level).

three. Find the 'new'. Be ruthless and think like a journalist, or your statement will have thrown in the trash. Journalist will be looking for issues to their readers discover interesting, amusing or useful. Here are some ideas, but there are as many permutations as there are Business:

· A significant new contract
· Launched an investigation / report
· A new appointment
· Sponsorship a nearby charity / event
Welcome or condemn the new policy / proposals
· Claim first / last / Greatest / newest (but steer clear of the best!)
Launch a campaign · / involve a celebrity
· Letters to the Editor

During Awareness Month Breast Cancer, I helped a client, Linda Russell, to launch a new store in North Nottinghamshire. Not that you Newsworthy may be thinking, but this was not a normal store and Linda is no ordinary lady. Having recovered from breast cancer and reconstructive surgery at the age of 31 years, Linda launched the "Ideal Fit", a service line sales the newest creations and types of lingerie for ladies with post-operative needs. Linda's shop would display his stock, to offer a professional installation service and provide shelter to ladies to meet and speak. We have published a pre-opening press release with the headline: "Linda's Ideal Fit blues aid of Breast Cancer'' 'and linked to the launch of the Awareness Month Breast Cancer by such as a quote and useful statistics in the United Kingdom representative regional cancer study. This small country had all the essential "hooks" for media coverage and gave the journalists what they wanted. Accordingly Linda received full-page and editorial coverage in regional newspapers main function and interview slots on nearby radio and forum telephone the BBC Radio Nottingham. Calendar, planning and delivery was extremely sensitive that it took.

4. Write the News Press. Even if you want to encourage journalists to use your story, not a selling point to steer clear of praise that flows from you and your product. Here are some fundamental rules:

· Cover made in the first paragraph, such as who, what, why, when, exactly where and how too clearly as you can.

• The second paragraph should develop on the first and carry significant details

Consist of a · quotation, which adds to the personality and commitment to history

· Use Notes at the finish to make substantive information that can use journalists for study. Please include a get in touch with name and number.

· Choose a easy, attention-grabbing title which only reinforces the overall message

· Kind MEDIA RELEASE at the top, and indicate the date when the information can be published.

· Use A4 paper, 1.five spaced, wide margins and kind

ENDS · to indicate you are completed.

· Limit release to one page if feasible, two at most. In brief, informative and interesting goes down nicely with journalists busy.

· A nicely-constructed, high resolution (300 dpi) photo can turn a mediocre story into one that gets coverage.

· Proof-read the statement prior to it goes off. Then ask someone else to do it again. That's what you can amazzing misss ......

five. Monitoring. So far so good but now comes the tricky bit: you must verify that the correct individual received your release and if so, tell them about the chances of becoming used. Always assume the journalist or editor is busy and ask them if they are totally free to speak. Be prepared because it may have additional questions and may require to be convinced of the soundness of your story. Do not say anything you would not have reported if it sounds like they are interviewing you. Stations radio will be pre-recorded an interview in individual or by telephone, or ask in the studio again to pre-register or go live. Make certain you know exactly what to expect, it is not unreasonable to ask what problems may be.

Kevin Hartley of Mozart Restaurant learned a lot of encounter and has no doubt that operating with the media is good for business. "You require to make you media-friendly, This indicates becoming extremely flexible so they can meet their deadlines. You require to develop a list of contacts to the radio nearby press and television offices and have the courage to choose up the phone when you have news. We now seem to be in their base data, so that journalists wishing to comment on restorer some thing seem sound. "It just shows how even the smallest business can make the headlines.

Finally, as relations with the media is a business, you should attempt to measure the effect of any exposure was. It can be as easy as monitoring phone calls and website visits in the period instantly following the cover. If you convert sales, the better. If people are much more aware of you, introductions turn out to be significantly simpler. Stick to it and you'll be surprised to see some effort can go along way.

Mozart's Restaurant: www.mozarts.co.uk
Ideal Fit: www.perfectfit-online.co.uk

About the Author

Louise Third is a Partner in Integra Communications http://www.integracommunications.co.uk Alongside the agency, Louise offers a coaching service, giving PR guidance to smaller businesses who may not be able to afford an agency but are ready to do the legwork themselves.

Tagged as: integra communications, local radio stations, trent fm