Can You Do Your Own PR

Can You Do Your Own PR Coverage?

Can you do your own public relations, or do you need to use a PR agency to communicate your news?  

What makes media coverage necessary to use an agency?  It is really down to time.  If you have the time available then you can do your own public relations.  

The question comes down to ‘what do you need public relations for’?

All businesses are different and all have a different story to tell, equally each have a different reason for telling that story.

This could be a good option doing PR for small companies.  Small businesses do need to use the media in order to get local coverage.  A plumber in Manchester for example would benefit by being on page 1 of the Manchester Herald.  They will get local being seeing their name being talked about.  It is unlikely that the small plumber in Manchester would appear on the BBC unless the CEO shot someone.

Using a PR company can save you time, but will cost you money.  So it comes down to what you need public relations for.

If you are interested in public relations, then it is always worth talking to a few PR agencies to get some ideas.  Even if you do not work with one of them directly, having a ‘relationship’ with a few is always helpful.  

Get free quotes and ideas from local media agencies by completing the form opposite.

What Is Public Relations

OK, let’s start at the beginning, what is public relations and why use it.

Public relations is all about communicating your news to the world.

If you are a global company like Shell, you will need a global platform to broadcast your message.  It could be an oil spill at a drilling rig in the North Sea, or the retirement of the current CEO.

If you are that small plumber in Manchester, you will need a local paper to feature your story, in order to get local media coverage.

If you are a coffee house, you would benefit to be featured in a food and drink magazine/website in order to get your brand known.

How are you different as a business to your competitors?  Do you stand out, and do you have a USP (unique selling point)?

Public relations is about communicating this to the world, your small local world or the big wide world.

Why Handle Your Own Public Relations?

It is possible for a business to handle their own public relations, as long as they have the time and a good knack for the English language then success is down to the media channels and stories.

If you are a celebrity, you may have a full time press officer, or you may use a PR company that works in the world of show business and TV.

If you are a global company, working with a global PR firm that has offices all around the world is best

The main thing about public relations is that it takes time, and having an eye for an interesting story.  The more interesting the story, the more effective the campaign will be.  The next is time, spending time researching the story, then writing it, then distributing it to media channels.  

Using online PR media sites like Newswire will give you a route to distribute your press releases.

For that small plumber in Manchester, they can write their own press releases, as long as it is newsworthy.

Do you know what the current trends are?

Every industry has trends going on.  It could be a trend that follows the seasons, such as the build up to Christmas.  It could be the ice bucket challenge of 2014.

Why Use A PR Company

As mentioned, you can write your own press releases, so why use a PR company?

The main reason to using a PR company is their connections to the media.

How great would it be for John at ABC public relations to pick up the phone to Fred at Plumbers News UK and say ‘Fred, it is John from ABC public relations, I have a great story that you are going to love.!

The benefit would be that you could get your press release into the relevant media.

If you are a food company, being found in food related media is what you need.  If you are an engineering company then being found in engineering media is what you need.

Working with a PR company that knows your industry is important.  Since there are hundreds of PR companies finding the ‘right’ PR company may well take time.

The agency at the top of the search engines is not necessarily going to be the best or the right one for you.

Just fill in the form and we will get you a few local quotes from PR companies that work in your industry sector.

What Do You Need Media Coverage For?

There are a few reasons that businesses do PR and these vary depending on the kind of company they are:

• Brand Awareness – Such as FMCG products, they need PR to get their brands into the public eye
• SEO – Marketing companies use the media to get higher internet rankings through keyword use
• Communication – Military businesses need to use public relations to communicate to the public
• Product Launches – Any business that has new products can use it as a springboard

Deciding on the reason for public relations coverage is half the battle in getting a campaign under way.  Having clear objectives will ensure that the right kind of media vehicle is used.

Keep Regular Stories In The Media

Consider some of the large news websites around the UK, there are regular press releases in them, sometimes several times a day.  This is the secret to an effective public relations campaign is keeping the media wheels turning.  

By getting regular articles in the media, your business should be picked up on the media radar.

As mentioned, press releases need to be newsworthy.

What is your angle, do you have any news to communicate?

If not, getting creative is necessary.  As mentioned, are there any trends that you can jump onto?

Talking to a few PR companies that know your industry could be a good idea, if anything to form a relationship with them and bounce ideas.

You can do your own public relations, but if you need help, just fill in the form above.

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