Publicity raises awareness of your business, reinforces your reputation and helps your customers make informed choices. So what can you and your PR team do to create material for the press and, increasingly, to populate your own media – such as your website and your newsletters? Here’s a selection of ideas behind 10 top story-triggers.
1 Say something
You are an expert in your field: show it by commenting on trends and issues relevant to your area of interest. Demonstrate your thought leadership.
2 Do something
Reinforce your status by talking about your roles in a trade or professional organisation, civic body, school or college, and the challenges they face.
3 Launch something
Announce a product or service that gives you a real competitive edge, and spell out all the benefits it will give your customers.
4 Buy something
Adding real estate, a new subsidiary or new machinery to your investment portfolio trumpets success. People prefer to deal with successful companies.
5 Open something
A new shop, office or factory is always an opportunity to make a statement about your company and the economy. Don’t be shy!
6 Develop something
You and your boffins have devised a stunning new system or process that could revolutionise your industry: when you are ready, make a big splash.
7 Report something
Research an area of interest in your industry or community: comment extensively on your findings to highlight your subject insight.
8 Sponsor something
Whether it’s a national charity or your local football team, your support for a good cause is news that can put you in a good light. Don’t hide it!
9 Refurbish something
From a fresh coat of paint to a complete store refit, refurbishment is an opportunity to talk up your business – especially if you are open throughout!
10 Change something
You are finally changing a company logo untouched for more than 40 years – explaining the ‘why’ is a great story (so is reassuring loyal customers!).
So how does your business rate in terms of exploiting some of these ideas? If your score is low, perhaps we should talk about solutions to suit your needs – and your budget. Please click here to get in touch.
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 16 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.