Contrary to what many people think, PR (public relations marketing) is one of the most cost-effective ways for a brand to get their message heard. While a full-page advertisement in a trade publication can cost from $3,000 to $5,000 or more, a feature article, 1,200 words, in a major trade publication typically costs around $800.
And here’s even better news: When someone reads an article in a trade publication, it has much more power and credibility than an advertisement. Your brand is featured in a well-written article read by thousands of your end-customers. It can be a real powerhouse when it comes to generating sales.
However, to make PR work, we should follow a few important steps, such as the following.
Write outstanding content. Everything written and submitted to a publication must be clean, well edited, and tactfully promotional. If the editor has to edit the article or news story, forget it. The article will be in the delete folder before she has her next sip of coffee.
Be your own news source. Always post your own news on your website. You want to be your own news source, controlling your message, and how it is presented. Include search engine optimized words, tags, and always add a media contact name so editors can reach your PR agency or your company for more information.
Content, Content, Content. Along with publishing all your own news, be sure and add content to your website. Make certain it is not advertorial. Your goal is to build trust with your audience. It should be helpful and educational and always end with a call to action, allowing visitors to contact someone in your office for more information.
Collect editorial contacts. Even if you do little advertising, it is an excellent idea to know all the trade publications – online and in print – that serve your industry. Along with identifying the publications, know the publishers, editors, and account reps and their contact info.
Social media mix. I just don’t know what to advise clients when it comes to social media (Twitter and the like). At best, involvement with social media has been a mixed bag in the B2B world. But here’s the situation. Your competitors are likely doing it which means you probably should be as well. Look at it this way. If nothing else, it can help optimize your company site for the search engines.
Be consistent and persistent. Should you hire a PR firm or decide to do it in-house, here is something you must always remember: one or two article placements will not help. PR is cumulative. Picture a locomotive coming out of the station. It begins slow and builds up speed. The same with PR, it starts slow but the more it keeps rolling, the faster it gets, the more it grows in power, and the more sale walk in your door.
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