Getting ???r business ?n th? news f?r th? r?ght reasons isn?t ?? difficult ?? ?t sounds. Th?r? w?ll b? scores ?f news items sitting r?ght under ???r nose now ?nd taking ?l??? ?n ???r workplace ???r? day, ??? ???t won?t h??? recognised th?m.
If ??? g? home ?nd t?ll ???r family ?r friends ?b??t something th?t happened ?n th? business th?t day, th?? ?? generally a g??d yardstick th?t ?t?s newsy ?nd worthy ?f passing onto others ? b?t please draw th? line ?t office gossip!
Here ?r? ten suggestions wh??h m?ght apply t? ???r business ?r b? worth considering f?r future publicity purposes:
1. People news ? staff promotions, newly-??q??r?d qualifications, internal re-organisations, n?w arrivals, recruitment drives, staff appointments t? professional bodies ?r local voluntary groups. Staff m?k? ???r organisation tick ?nd people l?k? reading ?b??t ?th?r people. Th??? ?ll provide valid news opportunities. N?t ?nl? th?t, th? majority ?f staff w?ll b? motivated b? seeing themselves ?n th? local business pages ?r mentioned ?n ???r website?s news section. It ??n b? a gr??t boost f?r morale.
2. N?w business ? winning a n?w contract, securing a lengthier deal, working ?n a n?w sector ?r ?n a n?w ??rt ?f th? UK ?r even overseas, ?ll warrant news ? ?f ??? ?r? ?n a position t? share th?? information. All w?ll build confidence ?n ???r company ?nd spread th? word th?t ???r business ?? performing well ?nd strengthening ?t? position.
3. CSR news ? corporate social responsibility ?? th? n?w buzz phrase b?t ?t?s n?t t? b? taken lightly. More ?nd more companies ?r? turning th??r CSR activities ?nt? meaningful ?nd worthwhile exercises ? m??t ?f wh??h provide ????ll?nt news items. A link w?th charity ?? th? m??t obvious one wh??h w?ll ?n itself generate many promotional opportunities. Th?r? w?ll b? plenty ?f ?th?r activities th?t ?h??ld b? highlighted ?nd shouted ?b??t.
4. Business change ? expansion, consolidation, moving ?nt? n?w territory, changing premises ? again ?ll valid news items wh??h ?r? g??d t? share w?th others ?nd m?k? people aware ?f. Don?t presume everyone knows ??? h??? a n?w head office ?r ????ve ???t opened another branch 20 miles away ? ??? need t? t?ll th?m. And ?n a positive note, ?ll ?f th??? activities reflect further investment ?n ???r business wh??h ?? always a g??d message t? ??t out.
5. Awards ? many companies shy away fr?m awards. Th?? ???ld b? a missed opportunity. Many awards ?r? free t? enter ?nd provide perfect opportunities t? showcase ???r company t? others within ???r business sector ?r, ?n th? case ?f more general awards, t? ?n even wider audience ?nd potential future customer base. Th?r? ?r? scores ?f awards f?r both B2B ?nd B2C. Th? secret ?? t? find th? m??t relevant ?nd effective one ?n wh??h t? promote yourself. And don?t ???t pin ???r hopes ?n winning; ??? ???r entry f?r self-promotion beforehand ?nd follow up afterwards. Best case scenario ? ????re a winner; worse case scenario ? ??? don?t win b?t w?ll still receive comments fr?m judges wh??h ??? ??n ??? t? endorse ???r entry over ?nd over again through ???r website, ?n press releases, company brochure, ?nd ?? ?n.
6. Comment ? ?? ?n expert ?n ???r particular sector ???r opinion w?ll b? ?? valid ?? anyone?s. Wh? n?t ??? ?t? Y?? m?? h??? something controversial t? ??? ?r bring a n?w view t? ?n existing industry ?t?r?. E?th?r way, b? bold enough t? take a stance (providing ?t doesn?t injure ???r company?s reputation) ?nd stick b? ?t. B? putting yourself forward wh?n th?r? ?? a topical item ?n th? news, ??? ?t?rt t? become ?n ?expert? ?nd a reputable commentator ?n ???r field. Before ??? know ?t, news gatherers w?ll b? coming t? ??? f?r th? next comment, before ??? even h??? time t? send out a release!
7. Wh?n th? chips ?r? down ? life ?n business isn?t always a bed ?f roses. Wh?n times ?r? tough ?t?s ?m??rt?nt n?t t? lose face ?nd reputation. Things m?? n?t b? quite going according t? ?l?n behind th? scenes b?t ?t?s essential th?t ?t?s ?business ?? usual? wh?n ????re talking t? th? external world. Consistent messages ?n news items ?nd consistent news items, ?f ??? d? already send out regular material, ?h??ld b? maintained ?? possible. Th??? w?ll support ??? through ?n? blips ?nd h?l? keep up ???r external guard.
8. Milestones ? don?t miss ?n? opportunity t? flag up company anniversaries ?r special long service awards. Th?nk outside ???r company t?? ? d??? th? sector ??? work ?n h??? ?n? special ?national? theme days ?r significant diary events ??? ??n m?k? ??? ?f f?r ???r ?wn promotion.
9. Piggybacking ? don?t b? afraid t? m?k? ??? ?f items already hitting th? headlines. A national ?r international event ?r news piece m?? link directly ?r indirectly t? ???r business. M?k? sure ??? ??? ?t t? gain maximum ?positive? publicity locally ?r within ???r target audience.
10. Surveys ?nd statistics ? ??? w?ll probably h??? worked th?? one out f?r yourselves already, journalists l??? a g??d survey, ?nd ?f ?t?s g?t lots ?f lovely statistics ?nd percentages ?n t??, even better! Take a look within ???r ?wn organisation, ?r? th?r? ?n? ?n-house surveys ??? h??? t? hand ??? ??n share w?th th? wider public? Ar? th?r? ?n? ??? receive fr?m trade associations ?nd groups within ???r sector wh??h w??ld m?k? ?nt?r??t?ng reading? H?w many ?f ?? ??n?t resist th? ?D?d ??? know?? articles? Th? majority ?f th??? ?r? borne out ?f surveys ?nd findings. It ???t needs a bit ?f imaginative thinking t? turn round th? dullest set ?f figures t? provide ??m? startling information ?nd trivia wh??h people w?ll l??? t? read. Indirectly, ?t?s a chance t? g?t ???r company name out th?r? again.
And ?f ??? g?t ?nt? th? news f?r th? wr?ng reasons?
Don?t ignore ?t ?nd pretend ?t hasn?t happened b?????? ??? ??n bet readers ?r listeners ?n th? receiving ?nd won?t!
If th? news ?? inaccurate, ??? ??n ??t th? record straight. If th? negative message ?b??t ???r company ?? justified, ?t m?? b? best t? ??t ???r hands up, come ?l??n ?nd provide a proper explanation f?r ?t ?nd ??? h?w ??? ?l?n t? rectify th? situation ?nd m?k? things better.
Don?t opt f?r th? ?n? comment? line ? ?t suggests ????re hiding something ?nd d??? nothing f?r building customer trust f?r ???r brand ?nd reputation. Honesty ?nd openness ?? key ?nd readers ?nd customers w?ll respect ??? f?r telling th? truth, even ?f ?t ?? b?d news!
Top tip: don?t forget, ??? don?t need t? provide a 300-word polished press release, two ?r three paragraphs w?ll suffice ?n many cases ?nd ?f ??? h??? a photo t? support ?t, even better. A lot depends ?n ???r individual company strategy ? b?t possibly a drip, drip ???r???h (news titbits ?n a regular basis r?th?r th?n one b?g hit) m?ght b? th? best ???r???h. It?s gr??t f?r maintaining ???r profile ?nd keeping ?n front ?f ???r audience.
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