We do PR. We do it well. But we urge clients to create stories that will engage with the Press, even if they need a hand getting them out.

So if you want to embark on some local exposure for your own business, where do you start?

The 11 R’s

1. Reach  Think about the user – who you want to read the story and pick those publications that are your demographic. Are you a niche or general
2. Research  Take the time to build a comprehensive list of publications that could suit ALL your business’s angles. Get the right contacts.
3. Read  One story does not fit all! Read your target media’s publications, know what they like & create an angle they will want to use.
4. Relationships Take the time to develop relationships with relevant media contacts for your area. Connect on social media & face to face, network.
5. React If something’s happened in your local area, or on the news, you can link a further story to, use it. Within 24 hours! Offer yourself for interview.
6. Relevant  Journalists report interesting news, not your sales blurb. Be timely, relevant, interesting and new. Inspire and engage them with your story.
7. Remember You want to be remembered so find ways to tie your company, locality, product etc into a memorable piece
8. Right Write it right! Follow guidelines for what makes a great story and write it as you’d expect to see it in your target publication.
9. Ring  Ring your connections first, sell in the story, be personal and follow up quickly with the piece. Ring back!
10. Respond  If someone uses your piece, say thank you (of course). Publicise it. Use it. Show it off. Send it to prospects. Build the buzz.
11. Resolution Stories are used more often if they have a press quality photo. High resolution for print! But make it a good photo! Stage it well.

Top tips

Don’t think PR is a quick job. Done well it takes many hours per story but it is worth it!

Use a newswire service.  If you can afford it, it will potentially increase your media reach (broadcast your news further).

SEO benefits.  Anything published online at a quality site with backlinks to your website can help boost Search Engine results.

Utilize the cloud. Create electronic press kits, pdfs, photos etc in Dropbox and share it. Don’t attach everything to email!

Ask to see the many examples of reactive pieces we have got published, creative stories we have generated and fabulous press coverage for our clients across all media.

D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website