On Marketing
❖ dave bodle
Five Easy Steps to an Effective Public Relations Program WITH THE ARRIVAL OF August you are probably putting the finishing touches on your 2012 catalogue, placing advertising in local media for your holiday trips, and posting everything about your business on Facebook. The plan is to finish strong in the fourth quarter of 2011 and set the stage for a profitable 2012. With all the new media opportunities and of course the traditional media, do not overlook one very effective method of reaching your target audience. A good public relations program should be an integral part of your marketing mix. Regardless of where your news appears— print, broadcast or online—it carries that coveted third-party endorsement credibility. And by the way, publicity is free and measurable exposure!
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50 August 2011
A good public relations program cannot be handled on a “when something happens” basis. Like all marketing efforts, it must be planned and implemented in a timely fashion. Here are a few easy steps to get you started: Begin by developing a strong media list. A good list is the cornerstone of your public relations effort. Virtually every name, address, telephone number and e-mail address is sitting on the coffee table of your reception area, or within easy reach on your computer. Research the daily and community newspapers that service your area. Addresses, telephone numbers and e-mail addresses for travel and business writers and editors need to be in your database. Add the same for the news directors at television and radio stations. Develop a second list for publications that need your information 60+ days before publishing. Local/regional business magazines and industry trade publications with extended lead times should top your second list. Do not forget the associations to which you belong. Most likely each will have a publication of some sort. Online opportunities cannot be overlooked. Every media outlet from the local weekly newspaper to leading publications like Leisure Group Travel has an online presence. Exclusive web editorial is often featured along with the publication’s current issue. Regular e-newsletters are published and often there are blogs maintained by the editorial staff. These new media outlets almost double the need for relevant editorial. Step two is to identify news from within your organization – employee
awards for length of service, community service or safe driving are a start. Blow your own horn. If you serve on boards or have received industry recognition, tell the world. Recognize customers who exhibit longevity and are regular travelers. Simply stated, all organizations have plenty of news if they just stop and think for a moment. You do not have to do this alone. At your next managers meeting, dedicate 15-20 minutes to exploring company news opportunities. I’ve moderated these exercises and am always surprised at how much information the managers will supply. Step three is developing a series of story ideas. These take more thought, but often result in a feature story. Determine what your company does best and write a paragraph about that attribute. Highlight your unique or unusual trips that are scheduled. Why not feature all your holiday trips? Step four is create a “Media” page for your website and post the story ideas that you’ve developed. Also, place all news releases on your site. Photographs should certainly be an important part of your media page. Finally, designate someone within your organization to manage the program. The owner/gm may be the spokesperson, but keeping publicity on schedule is not their focus. Regardless of how you get started, stick to the plan. A 12-month public relations program that’s properly administered will yield good results with only minimal effort. Contact Dave at 843-712-1140 or email dbodle@sc.rr.com.
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