Shameless Self-Promotion
6th November 2017
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If you want to promote your business, but don’t know where to start, here is my beginners’ guide to PR.

There is more to public relations than sending out a press release, it is a strategic communications process that helps manage, protect and enhance an organisation. Do it right and you could boost your business’s profile for a fraction of the cost of advertising.

There are many reasons for starting a PR campaign, including launching a business or product, celebrating a milestone, holding an event and announcing good news. Ideally, a plan should be drawn up weeks or months before any PR activity. 

Start by defining your audience, who are you targeting? Popular audiences include clients, the public, partners/members, industry figures, Government/leaders or staff/bosses.

Next, sit down and produce some ideas, either by yourself or with friends and colleagues. Make sure your campaign has: a key message, one voice, a story and a snappy headline or slogan.

If you want to get something in the news, remember that the media are interested in the new, unique or unusual. Here are a few areas to focus on:

  • Trends (technology, fashion, celebrity, weight loss, places)
  • Topical (Great British Bake Off, Brexit, environmentally friendly)
  • Local (councils, public events, campaigns)
  • Charity (new church roof, hospital appeal, volunteering)
  • Guerilla marketing (visual, viral, cheap, risky, public domains)
Finally, decide which tools would work best to get your message across. These need to suit your brand, for example, you wouldn’t promote a premium product on a small community website. Here are some avenues you could explore:


Press release (local, trade and national outlets)
• Meetings/influencing (reporters/editors)
• Events (launches or anniversaries)
• Articles (letters to the editor, industry opinion)
• Speeches (local clubs, visit by local MP, MP in parliament)
• Photos/video (cheque presentation, celebrity visit, YouTube)
• Newsletters (email or printed)
• Website content (new page/section on website)
• Surveys (‘new statistics show that…’)
• Internal communications (intranet, staff newsletters, staff meetings)


Finally, remember that PR has two main advantages: high credibility and low cost. Advertising will give you more control of the coverage, but this will come at a price and in the eyes of the consumer it has low credibility.


About the Author

Victoria H

Member since: 11th March 2014

My name is Victoria Hunter and I'm a true Hertford person - I went to school in Hertford and grew up here. I understand the importance of bringing trusted businesses and the community together, and believe...

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