In today’s competitive environment, it is imperative to frequently reach your current customers (to keep them sold) and prospective customers (to encourage them to consider your products and services). To do so, public relations is a good no or low cost method to do so. Services such as Business Wire, PR Newswire PR WEB are good resources to distribute your content. These services offer on-line “how to’s” so you can do it yourself. Knowing the effectiveness and return on your investment of your Public Relations campaign is important. These services track how many people read your release, where it was picked up, and where your prospects
learned about your business in detailed reports.
Utilizing sites like Linkedin and Facebook are other good methods to distribute your news. Your blogs is also an effective way to share your news.
E-mailing your releases, or e-newsletters, to your customer base, prospective customers, employees, agents, distributors, suppliers, strategic alliances, service providers (e.g. – your CPA and lawyer), board members, and investors is recommended to keep them up to date. Don’t forget to notify appropriate members of the press. Constant Contact is one resource to support your e-mail and e-newsletter programs. Encourage all to respond with their comments and suggestions.
Each release should focus on one topic each, so you do not dilute the effect. You can plan a series of releases over time. To be most effective, no less than one release per month is suggested. Typical release topics feature 1) a new product or service, 2)personnel news; e.g. – someone was promoted or hired, and 3) company news, e.g. – a new office was opened in Europe or a new distributor is now representing your company.
Through these efforts, traffic to your website will increase.
About Mike:
Mike spent fourteen years in corporate America with Bendix and Allied Signal corporations. Positions he held included divisional chief marketing officer, new product development manager, marketing channel manager, national sales manager, marketing communications manager and acquisition manager, . Since 1989, he has been in the consulting industry. Of Mike’s current clients, three are start up firms. He holds a B.S., Industrial Engineering from Lehigh University (Bethlehem, PA), and a M.B.A. from Loyola Marymount University, (Los Angeles, CA), and is certified by the Center for Creative Leadership (Greensboro, North Carolina) to conduct 360º leader assessment and development programs.
