Using PR to Enhance Your Brand

- February 22, 2012

Action Wednesday/Promotion

Hello again, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday.

Today’s topic is: “Using PR to Enhance Your Brand” and I’m going to be discussing PR and Publicity.

When was the last time you sent out a press release? Was it a while ago? Have you ever sent out a press release? Recently, there was an article regarding Once a Day Marketing in the Santa Fe New Mexican, our local paper. That article appeared because I took the time to send a press release to the newspaper.

Just what is publicity? It is when you are attracting attention through public notice.

Why is this good strategy? Newspapers need stories, as do radio, internet and other outlets. Through your press release you are announcing you have a story of interest to share and there may be an opportunity for your item to be picked. That’s the whole premise around publicity.

Publicity creates a slightly different promotion for your business than a paid advertisement or other tactics in the traditional mode. When people see a news related story, it lends credibility to your company and your brand. I believe customers will have more confidence in your product than they would seeing an advertisement you paid for. There is a subtlety with respect this kind of publicity. The press release is what drives it.

Two components comprise a successfully press release, the text of the press release itself and who you send it to.

With respect to the press release, the content has to be interesting, timely, and relevant. Like all the strategies we have talked about here at Once a Day Marketing, it should be focused on the audience of the publication or the radio/television station you are sending it to. It’s important to understand who that audience is. Include the Who, When, Where, Why, and How elements along with your contact information in the event an editor or publisher has questions.

Target the right channels. The Once a Day Marketing story in the New Mexican was submitted to the Business Editor. That was good fit, he covers local businesses and Once a Day Marketing focuses on assisting local businesses.

To be successful, ensure you develop relationships through networking or cold-calling. Ask what types of stories editors are looking for, etc. and create that interaction. Also, research the various publications and outlets that you are interested in to better understand their audiences.

Lastly, follow up to see if there is interest in your story and, if your story does receive coverage, be sure to thank the appropriate party. This may increase the likelihood your next story will be covered as well.

Your assignment for Action Wednesday is to develop a press release. If you’ve never done it, or if you haven’t done it lately, it will be a good exercise. Determine what your story angel is, develop your distribution list and send it out. And be sure to follow up.

Fortunately there are numerous ways to do distribute a press release. I e-mailed mine to the Business Editor at the New Mexican. You may want to consider other means such as PR Newswire or PRweb. These are online services that will distribute your press release, across the globe if you like. Base distribution on the audience you are trying to reach and how much money you have, etc.

I hope you do send out a press release and get coverage that develops positive exposure for your company and drives a little bit more traffic your way.

That’s our Action Wednesday, be sure to stop by tomorrow for Recon Thursday. I’m Jim Glover, That Branding Guy, for Once a Day Marketing, and we’ll see you next time.

James Glover: (505) 501-1330 or