Flat-pack PR: Five things to consider if you’re doing it yourself
Were a nation of DIYers, and Im not just talking about the occasional Saturday trip to B&Q. Just last week, the Office for National Statistics (ONS) announced that there are now 4.66m people in the UK that are self-employed, representing 15 per cent of the total workforce.
To add to that, Cambridge Satchel Owner Julie Deane announced her support for the army of small business owners, driving sales from their kitchen table. But, from my experience, many British small business owners havent yet wised up to the notion of DIY public relations, even though it could benefit them immensely.
As a previous small business owner myself, I understand it’s hard. Fulfilling orders, sourcing manufacturing and even tweeting your latest product line are all firm priorities and PR just doesn’t seem to get a look in. But if there’s one thing we know, PR is the marketing Goliath tackle this giant and youll be the strongest player in town. Here’s a few starting points to get you thinking.
Share your story
?You may have started your business for a bit of extra cash, but we both know you’re more passionate than that. Maybe you were bored of the 9-5, maybe you had a life changing trip or maybe you saw a prime gap in the market. Tell us how it all started.
Have your visuals at the ready
Make sure you’ve got some nice photos that show, not only the benefits of your product or service, but your personality and passion as a business owner. Most journalists will want to include images like these alongside your article, and why give this up for a boring stock photo?
Research the news agenda
We like to call this the PR golden triangle, matching your story with a date and a publication. If you keep an eye on key news dates in your industry and generate content around them, you’re guaranteed to get coverage. To get started, look out for key dates in central government, national holidays and events and get then in your calendar now before it’s too late.
Write a headline to remember
Make sure you spend at least 20 per cent of the time it took to write your press release, focusing on an attention grabbing headline. Whether you write it first, last or in the middle, this is the first thing a journalist will read so make it snappy.
Google has become a champion of small business via a suite of innovative products making online transactions easier. Business Advice spoke to UK and Ireland small business director, Shane Nolan, to discover what firms can expect from the company in 2016. more»
The latest marketing trends are important because they showcase the best new tricks that you can employ through online tools. In the second part of this guide to the changing marketing landscape we will outline what you need to look out for in 2016. more»