PR does not equal press release

Many times PR is confused with press release when, in fact, PR means public relations.  Sending out press releases is a great tool within public relations.  There are several PR activities to consider that can enhance your marketing program.

Speaking Engagements
Speaking at trade shows or conferences is a great way to increase the visibility of your company.  Beyond doing traditional in-person speaking, there are multiple opportunities to be a featured speaker for online webinars, teleseminars, and virtual conferences.  The ideal speaking engagement is one where you can both demonstrate your leadership while highlighting your services and portfolio.

White Papers
Write a white paper to explain how a complicated solution can benefit clients.  This is especially a good idea for stations offering service or technology solutions that are not yet completely understood such as text messaging campaigns. Note: this should not become a brochure. It should be educational. White papers can be used as a basis for conference submissions also.

Case Studies
Have an amazing customer story or a unique problem you solved for a client? Write a case study. Case studies are great material to pitch to the media.  The media loves a great story and case studies do just that. They also serve as fantastic collateral when you’re pitching new business.  It’s especially good to use a case study if your company has implemented a new program, technology, or service that clients might be hesitant to adopt.  When you can show it as ‘already proven,’ it’s a much easier sell.

Conferences/Seminars/Meetings
Host a client conference, seminar, or meeting to educate your client base on industry trends and latest technologies. It’s a great way to build relationships and become engaged with your client base.  Couple it with a reception and you have a wonderful opportunity to wow customers.  Invite the appropriate media and you have an opportunity to build brand awareness.

Charity Participation
Participate in activities such as 5K walks to benefit different charities that have meaning to your station or group. If you have someone that can relate a life experience to the cause, decide how to incorporate them (with their express permission and participation, of course).  It gives visibility to your company and shows that your company is community focused.

Sponsorships
If you want more visibility, think about sponsoring events such as golf outings.  You get your company name out there and can usually tailor a package that fits your brand and budget.  These are especially great in local markets.  Pick events that will not only gain you a greater connection with your audience, but also give you opportunity to woo current and potential clients.  On a national level, events that raise awareness and build your group brand are ideal.

A complete public relations program takes careful consideration to the publics that you are trying to reach (media, customers, partners) and incorporates a proper mix of different PR activities.  Make sure that you include a good mixture of each of they types of public relations to get the most out of your media relations plan.

-- Lauren L. Darr is President of LOI International, a strategic, visioning marketing firm specializing in the broadcast industry. She has more than twenty years marketing experience with over fifteen of those devoted to broadcast.  Lauren has been named as a “Woman to Watch” and as one of the “Women Who RULE” in sales and marketing by the American Women in Radio and Television.

Lauren has a passion for technology that changes out world.  She is the author of the anthology book, “The Official LOI International 2010-2012 Media Outlook Book” with a publish date of April 2010 (www.mediaoutlookbook.com).  In the book, she interviews over twenty experts from all facets of media.

You can reach Lauren at lauren@laurenoriginals.com or visit the website at www.loi-international.com.