I’ve expressed before, my thoughts on how not everyone is qualified to manage their own public relations. I still stand by that when it comes to just putting your best “writer” in charge and letting them go. Successfully managing your public relations campaign takes more than just someone who can string words together and make them sound pretty. So am I telling you you need to hire someone?
It makes sense to hire someone dedicated to managing your company’s reputation and getting attention without having to switch gears and create sales reports or re-stock shelves. And as affordable as hiring a PR pro can be, it’s not absolutely necessary. Do-it-yourself public relations can be just as successful.
Here are a few tips for do-it-yourselfers:
1. Remember the small things count
Send out press releases even for the little accomplishments your company achieves. Awards and accolades are worth mentioning and should be sent to media, blogged about, tweeted about and posted on your website and company materials.
2. Getting the word out doesn’t have to be fancy but should look professional
When you do send out those press materials they don’t have to be in expensive packaging, but do make sure they are clean, neat and organized.
3. Make sure you have both an online and offline presence
Just because you have a blog and a Facebook account doesn’t mean you can neglect your offline campaign. Keep those old-fashioned methods alive, like maintaining contact with annual postcards, phone calls or whatever ways you’ve traditionally stayed in contact with clientele. Conversely, don’t assume you don’t need a strong online presence, you’d be surprised at how many, and which customers are online these days.
4. Concentrate on the “relations” part of public relations
Whether you are sending out mailers, running promotions, or blasting Facebook posts you still need to create and maintain an actual relationship with your clients and potential customers. When they comment on your Facebook page be sure to reply. Get involved in forum discussions on subjects related to your business. Speak with them, not at them.
5. Create a written plan for your public relations
Creating and sticking to a plan will keep you on task with your public relations campaign and help keep it affordable. Your plan will keep you focused and allow you to manage the time you allot to public relations activities.
6. Consider hiring a consultant
Delegating some of the tasks to a PR pro can still be part of an affordable do-it-yourself public relations campaign. Most of all it can be a time saver and after all time is money.