The Scoop on Public Relations

By Sharon • September 6th, 2009

It use to be that good public relations meant that among other things you were getting decent exposure in the “editorial” department of a newspaper, magazine or broadcast outlet.

That’s still the case but the scope is that the type of coverage sought and received has “opened up.” Audiences aren’t as captivated by main stream media as they use to be. Twitter, blogs and online news services keep audiences updated on the news they want to hear.

It’s therefore pretty important for small business owners to do the research to determine those places where their audiences can be found.

If your business sells training materials to paralegals, it would be wise to join networking groups where paralegals meet online to discuss issues from education, to workplace issues to ‘tools of the trade.’

The promotional exposure you would receive as an association or full member of a networking group within your target market could be far more beneficial than a mention in a news article. Of course that would depend on where you received the media vention (e.g. The New York Times versus a small local paper).

The difference with PR today is that the introduction of social media has given “users” the ability to create fast and far-reaching “buzz” or interest about your business depending on their influence and your message.

“Influencers” in this case are those high profile bloggers, reporters, twitter users, etc. who draw the biggest followings and audience attention online.

What this means for entrepreneurs concerned about good PR is that in addition to knowing who the best media reporters are covering topics related to your business, you need to also know who the leading bloggers and twitter users are in your field and which networking/mentorship groups and Facebook “fan” groups attract the most attention in your market.

Research…Target…and then Fire on all pistons.

Use social media tactics like posting comments on key blogs and in key networking groups; issuing news releases to key reporters in all the media, and; following up with writers and influencers – online and off – to share your knowledge and gauge their interest in the “newsworthy” information you have to share.

groups for software or customized programming for clients, you might be better off joining a popular online group where customers interestdso public relations pros have to figure out where to find them…online. They don’t have to read the newspaper to get up to speed, and they can pick and choose what programs they watch on televisionBetween online media, ti-vo and interactive, up-to-the-minute micro blogging diversions like twitter, audiences can be just as informed without having to can skip TV advertisements and avoid reading the newspaper all together.

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