Public relations – harnessing the power of the media

Having a limited promotional budget need not mean having to limit your promotional activity. When used correctly public relations or PR can be an extremely cost-effective way of reaching your customers. Businesses with limited promotional budgets will usually see a better return by investing in PR and incorporating it into their marketing planning.

Here we offer some tips to help small businesses harness the power of the media.

Interesting the media

‘The media’ includes newspapers and magazines, radio, television and the internet. It is worthwhile analysing the sort of stories a particular medium tends to cover, as each has their reader, viewer or listener in mind when preparing material. If you do the same when addressing them, you are already one step on the way to success.

Similarly, it is important to understand the difference between news and features. A news editor will be looking for straightforward news stories likely to appeal to their readers, while a features editor may be more interested in an anniversary, personality or unusual event as a lead-in to a more in-depth piece.

Results and follow-up

Reading an article featuring your business, seeing yourself on TV or hearing a mention on the radio is always satisfying, but it doesn’t mean you can rest on your laurels!

Build on early achievements by asking permission to place positive articles on your website or distribute copies to prospective customers. If appropriate, keep the journalist abreast of your future plans – but don’t be pushy.

Once you have several months’ worth of coverage, evaluate it and learn lessons for future PR work: are the features/broadcasts likely to reach your potential customers? what response was generated? how much would equivalent advertising space/time have cost?

Remember PR is not entirely ‘free’ – it requires dedication and attention to detail to be effective. It relies on you generating and nurturing contacts, being approachable and responding to enquiries promptly and to deadline.

Further support and information

Work with your local tourist board, which may be able to offer you assistance in reaching and dealing with the press. VisitBritain’s press and PR team is also here to help. For press information on media writing on Britain, go to www.visitbritain.com/presscentre; for information on England, visit www.visitengland.com/presscentre.

Click the ‘free’ button on VisitBritain’s online marketing planning tool to see details of publicity opportunities with the organisation.