Education
BE THE EXPERT IN YOUR FIELD
One of the most effective public relations tactics you can employ in your business is to let the media know that you are an expert in your field.
There are two ways to accomplish this task. Smaller newspapers, professional organizations’ newsletters and trade publications will often print articles that are of interest to their readers. If you are a car dealer, you may want to write an article on leasing vs. buying. A business in the health care field may want to address the many changes occurring in the marketplace. A marketing professional can give direct mail tips. And a lawyer may write about the pros and cons of incorporating a business.
Make sure these articles include good tips and accurate information. Most importantly, make sure they are not self-serving and promotional. You will be promoting your business and services merely by giving out expert information! Editorial coverage of your business has up to ten times more credibility than an advertisement for your business.
When these articles are printed, they become invaluable tools for your press kits and, more importantly, to be included in business proposals. Consequently, the life of these articles will extend far beyond their original publication.
Another way to be seen as the “expert” is to write a simple letter of introduction to your local media, to reporters who often cover your area of expertise, or to editors of sections where you would like to be mentioned, to make them aware of who you are. Include a business or Rolodex card for them to keep on file and be sure to mention your web site (which should in and of itself be a good source of information for the media). Present yourself as a source for stories covering certain topics (and list those topics) as well as the reasons why you would be a good source. You may also want to include your professional biography and some information on your business. But do not make the package too bulky; the simpler the better.
Many journalists truly do keep this type of information on file and are constantly looking for fresh sources of information or commentary. Your contact with the reporter might also trigger a story idea in which your business will be featured.
It is easier to get a mention in a story than it is to get a story written exclusively about you and your business. To your current clients and potential clients, this may even be more impressive, especially if you are mentioned in an article that includes other well-known businesses.
