PR Doesn't Stand for "Press Releases"

How to think about the big picture of public relations

By J.D. Solomon
JDS Strategic Communications

Mention PR and many executives think “press release.” They put out a release, post it on their company Web site ... and then cross off PR from their quarterly to-do list. It’s too bad public relations and press release have the same initials; the coincidence keeps many small and midsize companies from using PR to grow their business. To break out of the press release mold, think first of these other three “P’s” of public relations: planning, publishing and presenting — and then think about press releases.

Planning

Start by identifying a central PR theme. This should be a business concept that is unique and core to your company. It should be reflected and reinforced in all your PR efforts. Then:

• Compile a PR database. This should consist of top customers and product champions; influential users (if different than key customers); top prospects; major vendors; community leaders; industry thought leaders, investors and other VIPs. Also, assess how and where these audiences get information about the kinds of products or services you offer: news media, trade publications, events, Web sites, etc.

• Set a budget. Establish an annual budget for PR. Start with a modest monthly sum, but commit to spending it.

• Assign responsibility. Identify someone on staff or retainer who will be responsible for managing the PR campaign and accountable for the results.

• Spend the time. The company’s management team should meet at least quarterly to discuss the PR campaign and provide direction to the individual responsible for managing it.

Publishing

Conventional wisdom says you can’t control how your PR messages are conveyed. But here are five ways to convey credible information about your company in your own words: 

• Publish a white paper that explains and defends your central theme and that demonstrates its relevance to your key markets.

• Get feature-length, bylined articles about your company published in trade magazines. These can be ghostwritten articles by clients or bylined articles by the CEO. Set a goal of at least one published article a year.

• Don’t forget about the opinion columns in your local newspaper, regional business publications and industry trade magazines. A topical op-ed piece by the CEO will raise your company’s profile and credibility.

• Publish a quarterly newsletter and send it to everyone in your PR database. The format should be an e-mail or letter from the CEO with an attachment or enclosure. The e-mail or letter should be brief, friendly and informative; it should address industry news and trends, discuss recent conferences and provide an update about your company. The attachment or enclosure should be a more detailed “news you can use” article; it could be a case study, a white paper, a reprint from a trade journal article or a summary of the CEO’s latest presentation.

• Keep your Web site up-to-date with news about your company. Post a “spotlight” box on the home page with the latest updates and links to online versions of your other publishing efforts.

Presenting

The purpose of this PR tactic is to raise the profile and stature of your company and promote your central PR theme by getting your CEO in front of influential audiences. Do it by:

• Identifying key conferences and events at which your CEO should speak. These should be a mix of large industry conferences at which the CEO can participate as a workshop speaker or panelist, and smaller state or regional venues at which he or she can have a spotlight or even keynote role. 

• Setting a goal to generate at least two speaking engagements per year. (See related article: Ten Tips for Delivering a Great Presentation.)

Press releases

The goal of press releases is to keep your company visible and convey that it is dynamic, growing and influential. Distribute releases about product or service introductions, hires and promotions, completed projects, industry awards and honors, and other company news. Set a goal to distribute one press release per month. Be sure to:

• Develop a key distribution list consisting of local newspapers, regional business publications, trade journals and professional associations. It’s worth taking the time to find out how these recipients prefer to get press releases — by e-mail, fax or mail.

• Ensure broad distribution by using a press release distribution service such as PR Newswire, which will send your release to Yahoo and other searchable news portals.

• Keep your expectations reasonable. Unless you’re a high-profile public company, your press releases won’t be carried in The Wall Street Journal or The New York Times. Your releases are far more likely to be picked up by trade publications and local newspapers.

By looking at PR as a comprehensive, multifaceted strategy, you’ll see how it can build awareness and sales in ways that press releases alone just can’t accomplish.