Who Wants to Tell a Story?

In this economy, the last thing you want to do is stop marketing. I am sure you have heard this, but it is easier said than done, right? How do you go about spending more money on advertising and marketing when sales are slower? There are a lot of solutions, but one of the best is to take advantage of PR. PR is an excellent way to strengthen your brand, and it doesn't take a lot of money. 

PR is about telling a story. One that is newsworthy and compelling. Does your story relate to current news or trends in your industry or region? Contacting media outlets with a pitch that is relevant is the best way to expose your brand. A skillfully worded press release can bring your business publicity. This may be the only area that you spend money to launch your PR campaign because you might consider hiring a PR expert to help you craft a release that grabs the attention of reporters. It is ok to write your own as well. Google a press release template to get you started and think about the PR basics: Who, What, Where, When, Why and How. 

Once you have written your release, send it to the right people. If you have own a spa and are offering Valentine's Day specials, contact the Lifestyle editor. If you have a restaurant opening in a historic building, your Local News or Food Magazine may be interested.

Another way to tell your story is through social networking sites – they're totally free and totally addictive! 

Tweet it. Facebook with friends. Get LinkedIn. These 3 resources are important components of a great PR Strategy and long term platforms for your product or service. However, use them correctly: Be consistent, give valuable information, and assess the audience. 

Twitter is, in essence, an organic search engine or Wikipedia of information. Followers will search you out if you consistently tweet messages with a common theme. If you are in the restaurant industry, tweet about a great recipe you discovered, a link to a write up about your chef, wine pairings with food. It doesn't have to be blatant promotion of your business, but rather information that will keep them interested and wanting to know more.

Facebook is a great resource to reconnect and keep up with friends but it is also a great platform for business. You can set up Groups, Fan Pages, Public Profiles, Personal Profiles, etc. – but that is an entire post in and of itself. For now, recognize that this is a place where you can reach personal friends and have the opportunity to tell your business story. Remember, people like doing business with who they know and trust – and referrals are the backbone of most businesses. Think of this as one big referral where you give your business presence a personality – your own!

The best description I have read about LinkedIn is that it is "your business suit." This is the most formal, official networking option. But don't overlook it. It is an excellent resource for referrals and connections. Even more, it can showcase your resume and experience while balancing out your online PR outreach.

Using these basic tools will help you build a strong PR campaign. It takes dedication and persistence, but if you believe yours is a story worth telling, all the effort will pay off.

Go create.

Your Chief Inspiration Officer