Public Relations is about maintaining the positive reputation of your business with the general public, prospective customers, employees and other stakeholders. There is a range of different ways to achieve this, but a key route is to work with the press.
Getting your story in the media can be a great way to raise the profile of your business and the destination. People generally trust what they read in the paper, but tend to be cynical about advertising. And, apart from your time and effort, it is free.
Note: Marketing is paid for promotional activity, so you have control of image and message. Press is free, but that means there are no guarantees, so you have to work harder and smarter to achieve your goals.
No paper or radio station worth its salt will use copy that’s blatantly promotional. If a journalist does not consider your information newsworthy, then it will not get any coverage.
So how can you grab the attention of the media?
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Have a hook
Find the angle which gives people a reason to read your story and makes it newsworthy. Media are inundated with information so why should they cover your story? Is what you are writing of interest? If not, make sure it is.
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Know who you are writing for
Different media will be interested in different stories. Local media will be looking for a local connection, and niche publications will want more specialist information. Think about what knowledge they have about your business and use a language that they will understand. Swot up by reading a variety of publications you think are relevant to your business and take note of the writing style, content features, keywords etc.
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Be current
New news is interesting and old news isn’t! So make sure you get your press information out in good time, respond to enquiries quickly and keep your information up-to-date.
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Provide hard facts and statistics
Journalists like facts and figures and the quirkier the better. But the information you give must be true and correct. Show how you are an expert on your business and the destination of Thanet.
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Make it easy
The media are often pressed for time, and the less a journalist has to do with a story, the more likely they will use it. Back your story up with pictures, quotes and statistics, so it is easy for the journalist to pull together. A quotation or two from people involved in the subject matter can really liven up your release, but make sure they are concise and relevant.
Don’t forget, if you have a great story, it is not just the media who might want to hear about it. Your current customers may like to receive updates and this might make them want to return. Other businesses in Thanet like to know what is going on and could help spread the word. And of course, the Visit Thanet team could help promote it on their website or via the Information Centre, and so could partners and other businesses on social media.
