Public relations (PR)
Public relations opportunities
Guide
Once you have identified the right media outlets, you can target them with press releases.
A press release is a news story that promotes your business in a positive light. Write it in a clear, journalistic style, and tailor each one to the specific media outlet.
For example:
- If an engineering company lands a big Italian order using a new manufacturing technique, the trade press would focus on the technical success and innovation.
- For the local paper, the angle might highlight job creation and the prestige of beating international competition.
Potential PR stories
There are many natural PR opportunities including:
- a new product launch
- new premises
- new members of staff
- an important new order
- business expansion
- involvement with a charity
- significant anniversaries, eg your 1,000th customer
- business partnerships
- changes in business structure such as mergers and acquisitions
Creating additional publicity opportunities
You can also generate PR by:
- submitting articles, such as opinion pieces, for publication
- commissioning a survey on serious or fun issues and send the results to the press
- suggesting a competition with your product as the prize
- giving expert opinions and volunteer quotes on current affairs