You’re newsworthy. Yes, it may be a rare occasion that your company merits being the leading article in a newspaper’s business section. But you likely have things happening pretty regularly that can get you and your business ink in the news media. Developing story lines and hooks is part of a corporate public relations program, a key component to growing your company.
Publicize company news
Companies often only promote their bigger announcements or achievements, like expansions or new products. But there is more to talk about. Publicize new hires and staff promotions, completed training programs and certifications. Your company also likely makes donations to causes and not-for-profits. If done in a classy way, there is nothing wrong with sending a photo into the media of a check presentation. Besides promoting your corporate citizenry, it promotes the not-for-profit’s mission, and may create more donors for them.
Tell people you’re an expert
Also seek to be a thought leader to the news media. Make sure the right reporters know that you’re an expert in your field. When they do a story on your industry, you want to be the expert they call for analysis and a quote for the story. Then turn that news story into an asset for your collateral materials and next sales presentation.
Why is this important? Creating a steady drumbeat in the news about your company is what builds top-of-mind awareness and brand equity. You can make a claim you make the best product or provide the best service in a paid advertisement (that’s good), but a news article has more credibility.
Then there’s the benefit of PR helping your website. In today’s world of feeding the “monster,” an affectionate term for the Internet used by search engine experts, it’s more important than ever to a consistent PR presence. When your site has frequent press releases posted, or regular blog entries, the monster likes that. Search engines seek new and dynamic information on websites. If your site is static, you’ll likely have poor search engine rankings.
Finally, consistent PR angles are terrific for engaging your fans and followers on social media platforms. Today, even if the news media doesn’t run with your story, it is great fodder for Facebook, Twitter, etc. It is another touch point to promote your company and create buzz among key constituents that you are targeting.
So beat your PR drum, frequently and loud. It’s good business.
