by
Jill
Lublin
Promising Promotion
So
you've started your own business
and you're ready to let the world
(or your neighborhood) know. Now
it's time to add public relations
to the list of your
entrepreneurial skills.
Understanding the function of
public relations and what it
comprises is an essential
component of success.
Public relations is human
relations and a critical aspect of
growing your business. Everything
you say and do is part of your PR
campaign. It is the image you
project every day to everyone you
meet. It is about you and your
company becoming a force in the
public eye on a regular basis. PR
that you undertake yourself can be
a primary way to grow your
business and become known without
major expense.
There are seven basic steps
involved in mounting your
campaign.
Step #1 involves figuring
out who you are, what you do and
how to express it in the most
succinct and interesting way
possible. There may be situations
such as at networking functions
where you have only 30 seconds to
introduce yourself and make that
all-important first impression.
Spend as much time as necessary
practicing your 'intro' until it
truly flows in a positive, strong
and confident manner. If you look
and feel confident about what you
have to offer, it will be
reflected in your handshake, eye
contact and tone of voice. Equally
important is the quality and image
of any materials you hand out or
mail, and that begins with your
business card. Remember that
success begets success and great
first impressions will speak
volumes about you and your
business.
Step #2 is to determine
your ooh-ahh factor, the
"story" about you, your
product and/or your company which
makes people go "Ooh, ahh,
tell me
more." It's
important to understand why you
are news from the media's
perspective and how your products
help people, or how your service
gives value and benefit. Once you
know your "ooh-ahh"
factor, you can begin to create
materials which will tailor your
story to the specific media whose
attention you wish to gain.
Next page > Meet
the Press > Page 1, 2, 3
Jill
Lublin is the owner of Promising
Promotion, a full service public
relations agency located in Bel
Marin Keys, California, and the
author of The Insider's Edge
to Powerful Publicity. Her
clients are individuals as well
as major corporations and she
does extensive lecturing and
training throughout the United
States. She can be reached at
(415) 883~5455, jill@planetlink.com
or at www.promisingpromotion.com
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