Five great PR hacks

By John Boyanoski

The average media reporter probably receives 100 press releases and story pitches each day. At best, they will read 15, consider five and choose one for a story. One out of 100. It can be disheartening for a small business owner trying to grow coverage of their life’s passion. It can even be challenging for public relations firms because, even though we are tough-skinned animals, that is a lot of rejection.

While as a public relations firm, we definitely don’t recommend doing your media but for many it is the only option. And since we care about industry standards, here are five public relations hacks to not make you look foolish.

1. When you write a release, don’t put “Immediate Release” on the top of it or “News Release.” The media knows what you sent.
2. Make sure to put contact information on there. That includes the best way to reach you. Not the phone number you give out at bars or the email you never check.
3. Call the media back. If the media calls you to ask about your story, don’t dawdle to call them back. If they want to meet, meet on their time and not yours. Don’t put out a release and then leave town for two weeks. You are not building excitement.
4. Cover your bases. If you put on your release that reporters can find more information on a website or social media page, make sure those pages have that information there.
5. Update your social media. If you have a release you are sending out, make sure to share on your social media and website. That way you are maximizing your exposure.

Will this guarantee you amazing coverage? No. But it will get your company’s foot in the door in terms of garnering media attention.

John Boyanoski is the president of Complete Public Relations, a full service governmental affairs and media relations firm serving the Upstate. Learn more at www.completepr.net.