Tag Archives: media release

7 simple tips to ensure your PR is E-L-E-G-A-N-T

Black cocktail dress on mannequin stand.

Choose elegance over fashion and you will always be happy you did.

Coco Chanel famously said, “That which is fashionable becomes unfashionable.” 

When it comes to promoting your business, do you feel like you are always chasing the latest fashion? All that running’s not good for your looks, darling. Choose timeless elegance, instead. It will do as much for your public relations as it will your personal style.  Why? Because while fashions may change, the principles of public relations endure.

Picture this: you’ve been invited to a party or a dinner. You have no idea what to wear. Most women will agree: when in doubt, choose the Little Black Dress. There’s something quietly reassuring about sticking with a classic. And so it is with public relations.

If you are hoping to generate publicity, the acronym ‘ELEGANT’ will guide you through some helpful reminders to ensure that your PR tactics are focussed. Follow these, and you’ll increase your chances of success. If you have news to share and are considering issuing a press release (or “media release”), the list below will help ensure you do the right things to generate the coverage you are hoping for.

Here are my 7 tips to ensure your PR is ELEGANT!

E – E is for “end”. In the words of Dr Steven Covey, “Start with the End in mind.”What is the goal of the publicity you are working to generate? Who to you hope to reach? What do you want them to know? Most of all, what do you hope they will do once they have read your news? Start with the big picture, and then work on the details.

L – L is for “leader”. Be a Leader in your field. Your words will carry far more import if you are perceived as an expert in your field. Remember, you don’t have to be the world authority on something to be an expert. You need only be the most prominent local authority. If you’re not the expert, find someone who is, and quote them in your media release.

E – E is for “evaluate”. Evaluate what will motivate your audience. Before you attempt to persuade, you should consider what your intended audience is likely to respond to. We recently announced a ‘good news’ story about a local business expanding. This type of story is something most business editors will welcome.

G – G is for “good”. What good are you doing? If you can communicate the benefit to potential customers, the local or wider community, this will help to ‘sell in’ your message. Are you creating jobs? Buying materials from local vendors? Training young people? Growing manufacturing capacity? Spell it out and it will sell the story.

A – A is for “articulate”. Articulate the benefits of your product or service. Spell out exactly what makes your product or service superior, unique, or unusual. Ideally, spell out all of these. In other words, if you’ve got it, flaunt it!

N – N is for “news”. What news value do you have? In other words, what makes your message newsworthy? If you don’t — or can’t — articulate this in your media release, you can bet an editor won’t be interested.

T – T is for “timing”. Think about what is going on in the world, including holidays, seasons, or recent news events. Time your media release to coincide with other events. If you can find a hook that ties your story to a bigger news theme, that will improve your chances of getting coverage.

Good luck!

I hope you find this guide useful. If you have news you would like to share with the world, we’d like to help you get the impact you hope for. With more than 20 years in media relations, you can count on us to help you craft a compelling message. Contact Bruce Public Relations on 01463 216226.

Laura Bruce’s top 10 PR tips from two decades in public relations

Bruce Public Relations founder Laura Bruce, on the banks of the River Ness in Inverness

Bruce Public Relations founder Laura Bruce, on the banks of the River Ness in Inverness

To celebrate our 10th anniversary Bruce Public Relations in Inverness is sharing 10 of our “insider tips” to help you boost your organisation’s profile. Remember, if you have really big news to share, speak to a professional about the best ways to get the word out.

In no particular order, here are 10 simple things you can do to ensure your business has an edge when it comes to PR.

  1. Learn to identify what may be newsworthy in your organisation. Are you launching a new service? Introducing a new product to your field? Are you involved in supporting a charity or other cause? All of these things create opportunities to open up dialogue with key audiences. [Hint: it’s not always the media you should be focussed on.}
  2. Identify the most appropriate social media platforms to reach your customers and clients, and establish a presence here. If you aren’t sure which platforms best suit your business, do some homework or speak to a professional for advice.
  3. Keep your website up-to-date. If you haven’t revised your website since it was built, it is probably out of date. Take a good look at it and see what needs freshening up, and make these changes.
  4. If you have news, consider issuing a media release. (If you’re not sure if you need one, contact us.)
  5. Anniversaries and milestones are ideal opportunities to share some news. If you have celebrated your 10th anniversary, or just built your 100th house, let people know.
  6. Share good news with your own team, first. There’s nothing better to build employee relations than treating your staff as “insiders”. Share your news with them, first. They can be great ambassadors for your organisation, and can take pride in your success.
  7. Take photos. You can’t go back in time, so make sure you get them while you can.
  8. Don’t underestimate the power of sharing insights from your industry. People who work outside your field of expertise may be quite interested in your observations. If you are seeing a trend develop, write a blog post for your website, or share your thoughts on LinkedIn.
  9. Make it simple for people to contact your organisation. Whether it’s through your website, by telephone, or over one  or more social platforms, ensure there is a pain-free route to contact you.
  10. Put a company ‘backgrounder’ on your website. It should contain basic information including when the organisation was established, who the principles are, the main products or services you provide, and a link to a contact form for more information. Some organisations do this on their “About” page, while others use a dedicated page for news. Either way, help people who visit your site to get a handle on what you do, and for whom.

Have you found these top 10 tips helpful? If your organisation has decided it’s time to start communicating, contact Bruce Public Relations. We’ll help you identify the most newsworthy information, and then help you communicate it the most appropriate audiences. We’ve been delighting our clients for more than a decade. Isn’t it time you got some PR TLC?