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  • Dirk Foster

6 Tips to Promote Your Business

Companies are always seeking new and successful methods to communicate with their business partners and customers. For many, public relations is the most powerful and cost effective means of “spreading the gospel” to their target audience. Here are a few simple rules to follow when implementing an effective PR campaign.


6 Simple Tips:


1. Create a Press Kit

A press kit is simply a compilation of materials that includes any relevant press releases, facts about your company, executive biographies, product specs and any other information you wish to provide to journalists or business associates. These days, press kits are often shared via email, so make sure to have both a hard copy version as well as a digital version that you can email.


2. Write a Press Release

A press release is to a press kit what a heart is to a human body; without it, it’s just a lifeless shell. Writing an effective press release can be difficult for many people, because it requires the ability to provide maximum information within a finite space. Most importantly, it must be written in such a way that is not only informative but…INTERESTING! Learn how to write an effective, interesting press release and you’ll find the media will be much more responsive.


3. Identify Your Target

This seems like a no-brainer but I’m often amazed by how many companies neglect to accurately identify their target market. Many simply attempt a shotgun approach to sales and marketing and hope that they hit something with the spray. It’s imperative to identify your core demographic so you can focus your efforts in order to communicate effectively.


4. Decide B2C, B2B or Both

Do you want to reach the Business-to-Consumer (B2C) media or the Business-to-Business (B2B) community or perhaps both? Some companies need to reach consumers directly while others need to only reach the decision makers within their industry. Still others need to reach both. Figure out this part of the puzzle early on to maximize your communications campaign.


5. Build a Media List

In order to reach the media you have to build a list of media contacts and develop a professional relationship with each journalist. This is a long-term task. Building a media list is similar to building and maintaining a sales list. Each person on the list should be viewed and treated as an individual, with respect and consideration for their professional needs and expectations. Most journalists are extremely busy so it’s your responsibility to adhere to their schedules and provide them with as much information and assistance as you possibly can. Don’t just fire off a quick press kit and expect them to write a glorious article about your company extolling the virtues of your existence on earth. Work with them, be respectful, and be aware of the tremendous work load most of them deal with daily.


6. Follow Up then Follow Up Some More

“Follow Up” should be the mantra of every PR campaign. Again, journalists are some of the busiest people in the world, so it’s your obligation to follow up on all your PR communications with the media. Don’t be obnoxious about it; just maintain a regular follow up schedule. Again, always remain polite and respectful when following up.



These are just a few simple tips that can help you jump start your PR campaign. Need assistance? Give us a call for a free consultation.


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