Written By Rebecca Hirsch, With input from Samson Haileyesus.
Tips for Getting Publicity part 2
22. Photos
Include a great picture in every post.
A good picture can take up a lot of space without having to cost a lot to produce. A great image makes for a better, more interesting story, especially when paired with a press junket. Make sure to bring along some local news crews as well. Everything is an opportunity for a good photo or video.
23. Tell Stories
An interesting documentary can become a media darling overnight. Anything original and informative with a strong human interest are great stories to tell about your business.
An underdog life, humor, and tragedy all sell. Think about what the media and the public want. What do they gain from your story?
24. Holidays
Major holidays are a great time for PR work. People generally feel goodwill, and are more appreciative of company gestures. Supporting charities and other organizations during these times can help make your company look good. This can highlight the more human side of your company. Involving your employees is a great way to help build your team, as well.
Don’t forget about the minor holidays. Minor groups may feel more appreciative than major ones when you celebrate them. Christmas is not the only time of year when people have warm, fuzzy feelings. Also, when donating, stay local, as this will make your local customers feel more positively about you.
25. Write Your Own Story
Publish your own content whenever possible. Social media is a great way to do this, as it can help you stay independent with no additional cost. Additionally, having your own websites or outlets to release information can help you create content more frequently. Try to publish regularly, such as once a week. Encourage your staff to contribute. The idea is to be able to reach out to your audience on your own terms.
26. Be Passionate
Again, keep engaged in your community. Participate in city council meetings, help renovate local institutions, and donate to the food pantry. Show that your business is passionate about supporting your community, and your community will support you in turn. Beyond just fundraising, your time and energy are also ways to show that you care. These kinds of community efforts are also regularly reported by local news stations. Bonus!
27. Involve Your Employees
Your story shouldn’t just be from your perspective, but also that of your employees. Include how you helped them make rent, or gave them extra time off so they can spend it with their kids. Make sure to have an employee of the month list.
28. Link Your PR with Your Advertising
Advertising should play into your PR strategy. Include your competitions in your adverts, or note how you helped the local soccer team get a new bus. Don’t pretend your PR efforts don’t exist while advertising, as this is another opportunity to build your brand.
29. Partners
Cooperate with those who may have greater visibility. This is especially useful if you depend on local connections. Offer other businesses an opportunity to participate in community support with you.
30. Physical Marketing
Even in the social media age, physical marketing tools still go a long way. Print your own business cards, posters, and flyers to cut down on costs and make sure that your business has a tangible presence that customers can keep with them.
Headquartered in New York City, Bao Communications is a full-service bilingual PR Agency specializing in social media, media relations, content creation, and influencer marketing. We serve local, national, and global clients in the United States and China.