Successful Public Relations

Today’s speaker shared insights about successful public relations. Vicki Gerson, Northbrook, is a public relations consultant and print and website writer emphasized that good public relations needs to be smart, results driven...and affordable.

She shared tips for doing so:

  • Include a web address on your materials.
  • “Google” your own company and see what your competitors are doing.
  • Keep your press releases newsworthy, tying them to current events and trends.
  • Consider using web sites such as www.pr-beacon.com which monitors news releases, www.newsdirectory.com, which is free, www.businesswire.com, and www.prnews.com (though watch for the cost of words posted).
  • Utilize fact sheets, or story idea sheets with brief descriptions and a cover letter.
  • Offer to write for free a consumer or trade publication article, using the article in your own promotional material. Inquire of the media in which you advertise whether you can arrange for an article about your company.
  • Consider writing letters to the editors of publications which your customers use.
  • Become an expert in your field, let others know of your knowledge, and offer to speak for free at clubs and organizations. Keep a data base of media contacts.
  • Work or partner with a local charity.

    She cautioned that if you decide to blog, use it for business, not personal information. She also cautioned about using Facebook or social networking sites other thank perhaps LinkedIn.

    An example of some good PR exposure was shared by our own club PR guru, Deb Whisler – our club’s presence today on TribLocal.com, via a story about the Gold Party we used to raise charitable funds in these difficult economic times. Deb said she also sent the news release to the Daily Herald, too.

    Ms. Gerson closed by emphasizing the importance in these challenging times of not cutting public relations efforts, understand what you want to do and keep a clear focus, and finally, if you don’t have the time to do it, hire someone. Vicki Gerson & Associates can be found at www.vickigerson.com, writer@vickigerson.com, and 847-480-9087.