Tell the Good News: Good PR Can Gain Positive Attention for Your Company

May 11, 2015|

By Donna Martin, Co-Owner, Martin Wilson Marketing

The Power of PR

Public Relations (PR) is something every company, regardless of size, should consider incorporating into their marketing plan. PR is usually media-focused, with the goal of communicating with the media in efforts to gain coverage in various publications, broadcast news and the internet.

PR Powers Your Company Image

Does your company do something that makes you stand out? Companies should share information that makes them more appealing and interesting to both members of the public and the media. A favorable image can help increase a company’s sales as well as give the community an intimate view of how the company supports its community.

The Many Faces of PR

There are a number of tools and methods that a public relations department or representative employs to enhance a company’s image. Some of the more effective ways include news releases and announcements that are sent to the media, newsletters sent to customers, appearances at public events, such as trade shows or conventions and hosting events, such as grand openings.

A few very effective PR tactics that Martin Wilson Marketing incorporates into marketing plans include news releases, product launches, blogs, and Facebook postings, as well as grand openings and/or tours of your facility.

Share Your Good News with a News Release

When was the last time your company issued a news release? People like to hear good news. Topics for news releases should be newsworthy items such as a new product or service offered by your company, addition of a new partner or employee, growth/expansion of your business and any ways you support your community through charitable giving.

Structure of a News Release

The format helps journalists separate press releases from sales pitches. Generally, a PR body consists of four to five paragraphs with word limit ranging from 400 to 500.

Below are the components of a solid news release

  • Headline – used to grab the attention of journalists and briefly summarize the news.
  • Dateline – contains the release date and usually the originating city of the press release.
  • Opening Paragraph – first paragraph in a press release that answers who, what, when, where and why.
  • Body – further explanation, statistics, background, or other details relevant to the news.
  • Boilerplate – a short “about” section, providing independent background on the issuing company, organization, or individual.
  • Media contact information – contact details of your PR person.

If you are working with a marketing company but have not sent out news releases, I recommend that you ask them if they have a PR person on staff. Consider sharing your good news by including the power of a news release in your marketing strategy.

Donna Martin is co-owner of Martin Wilson Marketing, a full-service CSRA marketing company created to help businesses and organizations grow and shine. She shares her 30-plus years of corporate marketing communications experience with entities seeking a higher tier of visibility and profitability. Contact her at dkmartin4109@gmail.com

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