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Create Awareness through Public Relations

How does the world know about your products and services? Public relations supplements advertising and marketing. Public relations is a continuous process and many smaller companies do not have the resources to devote to the service.

Outsourcing provides you with the opportunity to get the process addressed while focusing in-house resources elsewhere. Whether conducting your public relations in-house or working with a public relations firm, you need to know ways to increase your brand’s awareness.

The following article addresses tactics to generate acclaim for your business.

Concentrate on your premier traits
What information do you behold that is newsworthy? This does not mean what your company thinks is newsworthy, but your industry, the world of business, or the general population. You must think like an editor. Editors need stories that will intrigue their readers. They will not want to mention you hired a new employee in your sales department. Think of a hook pertaining to the audience of editors.

House an arsenal
The game of public relations is played with several key pieces. It is necessary to construct a pr kit along with other documents to use in informing the media. Press releases, case studies, white papers, articles, etc. are also used to entice publishers to use your company as a basis for a story or use as a resource to an existing story. ‘Information’ does not always mean information about your company. Being reputed as a resource draws a substantial amount of acclaim. Do not assume public relations efforts imply an exclusive story on your company and its products or services.

Leverage outside resources
It can be difficult to get mileage out of your press release or white paper. Use outside sources to aid in generating their exposure. News release services can get your press releases published in multiple outlets locally, nationally, and globally. White papers and articles are well received by many. Find sites that host information and establish a relationship that will allow you to post information regularly.

Become an email aficionado
You not only need to become aware of media opportunities but know how to deliver pitches and responses. Emailing is the preferred way to contact media sources rather than calling them amidst their busy days. Ideally, you want to establish an ongoing, mutually beneficial relationship with reporters and editors. If you provide them with stellar information when they need it, they will come back to you again, which increases awareness about your company.

Find the stories
Chances to partake in the media may arise from establishing a relationship with a reporter, but you need to be more proactive. This entails knowing when reporters are looking for stories. Familiarize yourself with editorial calendars, so you can gather information and send your pitch to reporters well before the story deadline.


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