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Section 7 – Public Relations  |
Tell your clients about your achievements often
You've heard the saying, “If you don't have anything nice to say, don't say anything at all.” That is still valid today. So what happens when you have something nice to say about yourself? Do you say or it or do you let your modesty get in the way?
No one can promote you better than you yourself can. Be willing to share your accomplishments with others, especially your clients. Some people are full of hot air and have nothing to say. When you do have something positive to say, put that air to use and blow your own horn.
Have a one-page fact sheet readily available
When reporters call – and if you're actively promoting yourself they will – will you be able to provide them with information about your company? You may have a brochure, but the brochure may be filled with too much information to read at a glance. Besides, four-colour brochures donn't always fax clearly.
Advertising doesn't always pay
You may have heard the saying, “Advertising doesn't cost, it pays.” For some businesses, advertising is essential, while others would be better off donating their advertising budgets to charity.
Create a website
Mailing and faxing information is soon becoming a thing of the past. Who has the time to wait for either? Make is easy for a producer or editor to find out more about you through a Website. Include all of your contact information, your credentials, and any other information that will help you convince someone to call you for an interview.
There are vanity sites, sales sites, and informational sites. Vanity sites tell everyone how wonderful you are, but do little else. A sales site lists everything you can do for a client; it can be effective as long as it does not have a hard-sell approach. An informational site provides articles, facts, and figures about your area of expertise. These are generally the sites people visit often, especially if you change the content regularly.
Spend the small amount of money it takes to register your site and give your site a name that's easy to remember. Ideally, your company name is better than your name, unless you are well-known.
Advertise through action
As the saying goes, “Actions speak louder than words.” If you show people something, they are much more likely to remember it than if you tell them. Because of this the level of professionalism you exhibit –even if you are just doing a favour for someone outside of a business setting – will reflect favourably on your business.
Unavoidably, you are a walking advertisement for your business. If you are president of the PTA or a cub scout den leader, your talents and professionalism may be called upon. How you handle situations not directly associated with your business can change others' perception of you and what you are capable of doing.
Produce a “Tips” Booklet
You may have thought about gathering your ideas, organizing them, and compiling them into a book to sell nationwide. That's a reasonable goal, yet one that requires time, dedication, and in some cases, money. Rather than pursuing this difficult goal, think smaller and compress your ideas into a booklet.
Establish yourself as an expert
Physicians and attorneys, among others, are considered experts in their fields because they must pass a series of tests to receive their degrees or certification. For those outside of these fields, establishing yourself as an expert takes innovative thinking.
When someone has a problem, or the press wants a quote from an expert, how do you get them to call you first? There are several ways.
First, write articles for publications that cater to your profession. By appearing often in trade publications, you will soon become known in your field. Online publications are always looking for freelance submissions. Contact them to find out their writers' guidelines.
Teach courses in your field. When someone is looking for an expert, your credentials as an instructor will lend credibility to your talents.
Make yourself available to the media by sending, faxing, or e-mailing press releases about your latest projects and accomplishments. Offer tips to help the publication's readers or the station's listeners or viewers. |
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