The Business Bulletin
How do I get free PR for my business? PR is all about managing the reputation of your business. In particular it’s how you communicate with the public, promote your business and ultimately build a positive reputation for you and your brand. It affects all aspects of your business, from the way your team communicates with customers, the messages you send out on social media, the tone of voice you use in your press releases and marketing materials.
When it comes to press or media
for then you need to consider placing
coverage, the publication is running
an advert or advertorial where you’ll
product or service that would
your story because they feel it’s news
have full editorial control.
be of interest to the local area?
worthy and is of interest to their audience. A PR or press article is not an advert. News stories and features are written by journalists who have ultimate editorial control over the copy. You’re unlikely to see a proof before your story goes to print and usually they’ll give your business one name check and possibly also a website or one other brand mention. The job of a PR article is to create brand awareness,
So what makes a news story? Your story needs to be relevant to the audience of the media outlet your targeting. For example, if you want to get an article in your local paper then you need to have a local angle and make it relevant to the audience. ■ Perhaps you’ve just won a large
■ Have you just launched a new
Maybe you’re running a series of workshops to help improve people’s mental health and wellbeing. COVID-19 has really helped to bring mental health and wellbeing to the forefront of people’s minds which would make this story of interest. ■ Are you doing something for your local community? Maybe
inform and educate your target
contract which means that you’ll
you’ve recently updated the
audience rather than act as a direct
be expanding your workforce
laptops for your team and have
sales pitch; if that’s what you’re looking
and providing local jobs.
donated the old ones to your
18 | Issue 6 – Sales and Marketing
