When used effectively, positive publicity may be a very effective instrument. That’s what I refer to as “positive publicity” in public relations. The term “public relations” is so dull and out-of-date. Because they don’t appear to comprehend how it works, many individuals are unaware of its potency.
What I’m going to say goes against what public relations specialists want entrepreneurs and business owners to believe: public relations isn’t rocket science, and you don’t need a marketing degree to understand how to do it well.
People in PR keep these “secrets” close to their chests since it ensures their job security. If you’re a startup or a tiny business, you may not have the financial resources to pay $5,000 or $10,000 each month for what may be a small return.
These seven suggestions will not only save you money, but will also aid in the growth of your company, since positive exposure leads to credibility. The more people who regard you or your organization as trustworthy, the more likely you are to generate sales, attract new consumers, attract investors, and even retain talented staff. It’s that strong.
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Apply for Awards
Awards are what I like to refer to as “instant credibility hacks.” Of all the awards available, 75% of them are free to apply for. Take advantage of all the many varieties, whether they are industry-related or sponsored by the media. It makes no difference whether the event is local or national. You don’t always have to win to be recognized, and you don’t always have to win to be recognized.
How many times have you passed a restaurant with a sign in the window that reads, “Voted Best Place to Eat” in Austin, Portland, or wherever you live? So, what’s this? That sign can be found in a hundred different restaurants’ windows.
They didn’t win first place, but they were named a finalist. That’s something to be pleased about. People passing by don’t need to know that they didn’t win first prize. Awards are merely another free opportunity to get press material out to the public and establish credibility for your name.
Write about life lessons, industry topics, current events, and other topics that are important to you. Develop your thought leadership using LinkedIn, Medium, or guest blogging. Consider the following question: What is the reader’s takeaway? As soon as they finish reading your piece, make sure they declare it was a worthwhile four-minute investment of their time and that it added value to their lives. Op-eds and thought leadership can help you raise your profile and demonstrate that you can use your industry knowledge to provide value to your readers.
This will boost your credibility and make consumers feel more at ease conducting business with you. It will also help you establish a reputation and familiarize people with you and your company, which should lead to increased sales.
Bring people in
Make an appointment to meet with elected officials and community stakeholders. Make every effort to meet with them, whether at your workplace or theirs. Don’t expect anything in return. Instead, educate them about what you’re doing, what you’re passionate about, and what your company/product does. Inquire if there’s anything you can do to assist them.
Make them aware of your long-term goals for the company so that there may be opportunities to collaborate in the future. The more people you bring in, the more future opportunities you will have. Once they understand your company’s aims, these folks may approach you and ask you to hold an event, go on TV with them, or supply a quote in a local publication on how your goals are aligned.
To be charitable, you don’t always have to give money. Beach cleanups, homeless outreach, mentoring impoverished youngsters, and volunteering are just a few examples of how you can establish credibility while also improving your community.
Determine your and your workers’ passions and become engaged in the community. The more people you meet and the more people you can get out there, the more credibility you gain. The more people who know about you, the better. And it’s all for free.
Take advantage of this opportunity to join boards, planning groups, or host events. I know I’m going to sound like a broken record, but do all you can to get folks in the door. Your community involvement, whether through downtown partnerships, business groups, or Chambers of Commerce, helps you to leverage your relationships. By serving on these committees, you will be able to better facilitate support and attract new people to your office who would not have otherwise visited. This neglected chance can bring in congressional delegates or local authorities for mixers or Q&As, putting your name and brand in front of a large audience.
You should write your own press releases. Spread the word if your company has done something noteworthy or cool. Make a list of industry-specific or local news outlets that could be interested in hearing about your announcement. Send them a courteous, concise, and to-the-point email. What have you got to lose? If they cover your announcement, it increases the number of people who are aware of what you’re doing and strengthens your credibility. If they don’t, post it on your company’s blog and social media accounts. You don’t need to pay a wire agency $700 to $1,000 to send out your press release.
Consider social media to be your megaphone. Whether you’re announcing a new fundraising round, a major recruiting opportunity, or anything else, you may utilize social media to spread the word. Then, structure it such that you may reach the most number of people possible. Demonstrate how your organization participates in the community and what you do on a regular basis. This makes your organization more approachable and potentially attracts new customers. It also loops your media together. Take a photo that you can publish on Facebook, gain press coverage for it, retweet it, and share it on LinkedIn. These are all ways to publicize what you do and show off your enthusiasm.
These are things that anyone can benefit from, regardless of how big or small their company is. It is not only for the wealthy who can benefit from positive publicity. We can all benefit from it in today’s world.
Don’t be frightened to make a name for yourself. Don’t be surprised if no one knows who you are or what you’re doing if you’re not telling your narrative and talking about your firm to the outside world, as I tell my students all the time.
So have a good time with it. Put your own ideas to the test. See what works for you. There is no one-size-fits-all approach to getting positive press.