Get Better Results From Your PR Efforts
The Public Speaker’s 4 ways to step-up your public relations and communication skills so that you get better results from your publicity efforts.
Lisa B. Marshall
Listen
Get Better Results From Your PR Efforts
No organization wants to go through what the Susan G. Komen Foundation did in early 2012.
When they dropped funding for Planned Parenthood, supporters took to Facebook, Twitter, and the blogosphere to express their outrage. In just a couple of days, they lost substantial financial support, a top executive resigned, and they wound up reversing their decision. Trust with the public was broken. A public relations nightmare like this can take years to overcome.
Even if you don’t have a public, public relations crisis, there can be plenty of other reasons why you may not be getting good PR.
Public relations go beyond the press releases you write or events you attend, or even how you respond to blunders. It speaks to the ongoing relationship with others—even those who are not yet your customers or supporters. Some companies shine at this, while others lag behind. If positive PR is passing you by, consider these hurdles that may be blocking you from winning the public relations race.
#1 Tell More Stories
Storytelling is a key element in public relations. It’s important that you share true stories about ways you have helped customers improve their lives. Help your clients feel connected to your brand “family” by spotlighting them and the good they are doing. Showcase employees that are making a difference outside of work hours. This attaches your company name to uplifting information.
Marketing consultant and professional speaker Jay Handler says,
“Your company was started for a reason. There’s a great story back there somewhere…Try and remember that people buy from people they know, like, and trust. It’s our stories that make people feel those things about us. Get your stories out there. Make that the priority, and the registers will ring again!”
#2 Be Spicy, Spunky, Sassy, and a bit Salty
To gain the attention of the media you need to stand-out among the thousands of story ideas they are bombarded with each week. To do that, you’ll need to present your ideas in a spicy, spunky, sassy, or slightly salty manner. For example, recently, I submitted a pitch to a morning radio drive time radio show whose audience is mostly men. Here’s the title of the hook I pitched: “From the boardroom to the bedroom, score with flattery.” (Of course, I was referring to scoring points—what were you thinking?) I’m still honing my own process of writing great hooks, however, I recently read a great book by Sam Horn called POP! which I highly recommend if you are challenged when it comes to creating spicy, spunky, sassy, or salty phrases.
#3 Always Respond Quickly
These days, people are used to getting information quickly.
In general, we’ve got a short window of patience before we begin to feel ignored. While you don’t have to let email, Tweets, status updates, or phone calls take over your entire day, don’t let messages go unanswered for too long. Not monitoring a published email address regularly, or allowing a phone to ring and ring will hurt your image. Respond to most messages received on work days with at least a short, personal (not automated) “thank you for your message,” within 24 hours. Upset customers will post on your Facebook page or write a bad online review that can hurt your business. Don’t let that happen.
Regarding PR requests from media, most are on tight deadlines and will go with whomever they can easily get a hold of. If you get a call from the media, respond as quickly as you can. Make yourself or your team available and flexible.
#4 Connect with the Community
Another approach to PR is to allow your company to have a presence in the community.
This goes beyond simply placing advertisements. Look for more active opportunities to boost your company’s image. That way, you can tie your presence to your core values.
If you aren’t making an intentional effort to get involved in community projects such as non-profit fundraisers, you are missing an opportunity to become friendly with the public at a level that resonates with their hearts. Be strategic. Align yourself with organizations and events that complement the types of services you offer.
For example, an investment firm could partner with projects and events that relate to preparing for the future, caring for the aged, or creating security for one’s family. The firm could give to a local college as a tie-in with providing Educational Savings Accounts. They can provide donations to senior citizen services since they help people plan for a secure future in their retirement age.
Finally, be sure to contact to the media to tell you story. Remember, pitch the story using a spicy, spunky, sassy, or slightly salty hook to gain attention. Then respond quickly when they call you because they want to cover your community event.
This is Lisa B. Marshall, passionate about communication; your success is my business.
Announcements
Connect with me for discounts, exclusive tips, and other freebies. Who says you can’t get something for nothing?
Join my professional network LinkedIn
Join my social networks: Twitter or Facebook
Send questions to publicspeaker@quickanddirtytips.com
Want to learn more?
Audiobook: You can listen to excerpts of my audiobook at Audible, and iTunes
Ebook: You can view excerpts of the ebook at Smashwords
Extra Free Stuff: Check out Interview Extras, for freebies and extras
Info: Visit lisabmarshall.com to hire Lisa
Communication Success: Tips For Busy People
(Free tips delivered to your printer 3 times a week!)
Image courtesy of Shutterstock
About the Author
Lisa B. Marshall Lisa holds masters with duel degrees in interpersonal/intercultural communication and organizational communication. She’s the author of Smart Talk: The Public Speaker’s Guide to Success in Every Situation, as well as Ace Your Interview, Powerful Presenter, and Expert Presenter. Her work has been featured in CBS Money Watch, Ragan.com, Woman’s Day, Glamour, Cosmopolitan, and many others. Her institutional clients include Johns Hopkins Medicine, Harvard University, NY Academy of Science, University of Pennsylvania, Genentech, and Roche.