Brand Visibility

Forward-thinking people know that communicating - and doing so frequently and effectively - is a very important aspect to the success of their business.

One way of increasing brand visibility is through public relations. It's about having successful "relationships" with your "public". They could be friends, clients, potential customers, suppliers or the media. All of who can help spread the word about you or your business.

What is public relations?

Public relations includes a variety of tactics that strengthen your credibility, enhance your image or influence public opinion. These tactics are targeted to an audience and involve communicating who you are, what you do, why you do it, and how you make a difference.

One way of communicating your message is through publicity or media relations. Sending out media releases to create awareness of your product or service is great publicity, but is just one tactic of an overall PR plan that you could incorporate in to your business.

Lets look at a few other ideas:

Special events such as an open day, a fund raising event, trade show, client cocktail party or entering business awards
Product launches and product giveaways to the media
Newsletters email or hard copy - Direct communication with your public, clients and customers
Write articles about your area of expertise and submit them to business or consumer publications
Fact sheets or tip sheets - Written information about your product or service that you can include with any mail-outs or have in your reception area
Create a website - This is your online PR brochure, but you need to keep telling people about it
Public speaking - Free speeches to local Clubs or other organisations is a good way of letting people know about your business and area of expertise
Networking - Join organisations of like minded people, such as business networks or your local Chamber of Commerce
Sponsorships - If you don't want to organise an event, sponsor one that somebody else is doing. Make sure your sponsorship is acknowledged on any advertising and other communication collateral
Something as simple as sending thank you notes and letters is good personal PR

Most large businesses, even those with substantial marketing and advertising budgets, devote considerable resources to public relations because they realise it is one of the best and most cost-effective ways for them to attract customers and increase their business.

All businesses should look at the benefits of PR and positive media coverage because it can:

Attract customers
Increase demand for your products or services
Gain an edge over your competitors
Enhance your credibility and prestige
Get your message across without the expense of advertising

What is publicity?

All of you would know that word of mouth is a very powerful public relations weapon. But not everyone realises that one of the best ways of generating it is through publicity.

Publicity is getting free editorial coverage in newspapers or magazines or being talked about on radio or television. Some examples include:

Media coverage
News stories
Feature articles
Radio talk show interviews
Television appearances
Editorials
Reviews

Publicity can be gained through effective media relations, such as:

Media releases
News conferences
Press kits
Press tours
Personal letters or phone calls to editors and journalists.

Media coverage on a product, service, company or cause is vital for helping the organisation attain its objectives. Print and broadcast coverage far surpasses advertising in terms of credibility and delivering value for money. It is very effective when it happens - they say publicity is seven times more effective than advertising.

Put simply, publicity is making a suggestion to a journalist that leads to the inclusion of a company, person or product in a story. Newspapers, magazines, TV programs and radio shows have large amounts of space to fill and depend upon publicists to help provide story ideas, interview subjects, background information and other material. But that doesn't mean to say you approach every journalist there is and suggest yourself or your business as a possible story idea.

You need to know the stories they want to cover, whether it's a business news story or a "feel good" piece for a weekend magazine. Do your research; find out the most appropriate publications or TV or radio programs for your information.

Put yourself in the position of the editor and ask yourself, "Is this something my readers are interested in?". People who read business magazines are not the same people who read women's lifestyle magazines. You need to give the journalist a story idea. Think of yourself as an editor coming up with ideas to fill space. Help the journalist do their work.

What's a press release?

A press release, generally called media releases these days, is a release of a story to the media. It is a like a mini news story that presents the most newsworthy aspect of you, your product, company or service in a format and language familiar to the journalist.

A good media release answers the who, what, where, when, and why of a story. Start with an attention-grabbing headline, followed by an exciting lead paragraph. Usually media people don't read beyond the first paragraph, so if you don't capture them quickly, it will be hard to get their attention after that.

If it is well written, concise, and contains good information - your chances of getting published are increased. Paragraphs following the lead may include background information, spokesperson quotations and other information that can help put the newsworthiness of the story in perspective.

The media are always looking for stories of interest to fill their newspapers, magazines, TV and radio shows. If you can offer them something that is newsworthy, topical, interesting or entertaining then you have a good chance of your story being used.

Media has a sense of theatre or entertainment about it - they need something exciting that is going to capture the attention of their readers or viewers.

Sending relevant media releases often ensures you stay "top of mind" with your database of media contacts and is great publicity for you or your business when your story is run.

Here are some good reasons to send a media release any time you have something interesting to say.

Continuous brand building - Anytime you get a media "hit" and your name is mentioned, it will add to the public's awareness of your brand and what you have to offer.
Credibility of your message - An editorial story is a lot more likely to be read and recognised than an advertisement. Seeing a story on the TV news or reading about it in the paper gives your product or message a lot more credibility.
Cheap - Certainly cheaper than advertising, and free if you write and issue your media release yourself. You could end up with thousands of dollars worth of free editorial coverage.
Clients and customers kept informed - You need to find ways to continually keep in front of customers and clients. Perhaps they will see your story in the newspaper. But why not call and alert them to your story or send a clipping of the article to keep in touch. Better still, include comments or quotes from your clients in the media release.
Clarity - Writing a media release will help you get clear on what your message is by being succinct and concise with the words you choose. Clients will gain more understanding of your products or services also.
Profile - Communicating who you are, what you do and how you make a difference is what public relations is all about. Getting into the habit of communicating your successes and achievements by sending media releases will aid in raising your profile.
Celebrity status - Gaining publicity in the media will help you become known as the expert in your area and will enhance your image and reputation.

Read the article "Reveal Your Brand"

Read the article "Discover Brand You"

Read the article "How To Write A Media Release"

Sue Currie is a business speaker and author of Apprentice to Business Ace - your inside-out guide to personal branding. Her company Shine Communications Consultancy is an executive development firm providing education in personal branding and image communication, media and PR skills. Sign up for free monthly tips on personal and professional PR at www.shinecomms.com.au. Sue is available for in-house training or to speak at your conference or seminar. Please contact +612 9555 6952.
First published: 13 February 2008.
Last updated: 13 February 2008.