|Build Buzz Through Public Relations
Education Day at The ASI Show Orlando kicked off yesterday with an information-packed session on building buzz through public relations. Speaking to a packed room, PR expert Heidi Thorne, president of Thorne Communications, said quality public relations is a powerful communication tool for building relationships with target audiences. “Public relations is a means for having more touches, and more touches equals more sales,” said Thorne. Here are some of Thorne’s tips for PR success:
1. Have a Game Plan: To get started with public relations, create a calendar of upcoming happenings that would interest current and desired clients. These can include everything from launching a new website to an event you may be hosting. With the road map in place, determine what communication tools – online or traditional media, e-mail blast or mailer – are best for conveying the exciting information to your audience.
2. Craft a Winning Press Release: When writing a press release, put the most important information at the top to quickly catch attention. Post the press release on your website and put a link to it on your Twitter and Facebook pages. Include Google keywords in the copy to enhance search engine optimization. Also, consider posting the press release on a PR service like www.PRNewswire.com. You can send the release to local and relevant publications, TV, radio, bloggers, or e-mail/mail it directly to customers.
3. Start a Newsletter: “Your newsletter is your newspaper; you’re the editor,” Thorne said. As such, include in it valuable information that will catch your audience’s attention. Doing so turns you into a resource for clients, helping to position you as a partner they’ll want to do business with. You can distribute the newsletter through an e-mail blast or as a hard copy. “Measure where your audience is at to decide which method is best,” said Thorne.
4. Enhance Your Website: “You can use your website as a tool to get news about yourself out there,” said Thorne. “Talk about events happening at your company.” A blog, updated even just a few times a month, can help increase your visibility with desired clients.