360° Coverage : Seven Publicity Rules Every Entrepreneur Needs to Know

1 Updates
Seven Publicity Rules Every Entrepreneur Needs to Know
Photo Credit: Forbes Business

Seven Publicity Rules Every Entrepreneur Needs to Know

Jan 7 2014, 5:22am CST | by

What if you invented a revolutionary product that replaced narcotics to alleviate pain, but you fumbled the public relations (PR) effort and your news got lost in the media echo chamber?   />...

Filed under: news

 
 
 

33 weeks ago

Seven Publicity Rules Every Entrepreneur Needs to Know

Jan 7 2014, 5:22am CST | by

What if you invented a revolutionary product that replaced narcotics to alleviate pain, but you fumbled the public relations (PR) effort and your news got lost in the media echo chamber?  
/>

Startups and entrepreneurs in almost every industry must confront questions like this when deciding to launch or continue a PR campaign.  However, a number of small businesses often don’t fully recognize that the world of PR has been turned on its ear.  Many of the old rules simply don’t apply anymore.  Journalists are leaving the venerable media brands for new social networking platforms and to build their personal brands.  Unfortunately, using PR to grab headlines or market share is no longer just a matter of “getting out a press release.”  It requires deft handling from a knowledgeable team.

For guidance in navigating this new terrain, I turned to Shelly Gordon, Principal of G2 Communications Inc., a healthcare PR firm in Silicon Valley.  These are her top seven publicity rules that every entrepreneur should know:

1. Story is king – facts are servants:  Too many companies think telling the facts about their products will be riveting to the media.  They expect front-page coverage after sending out a product news release, or touting their wares as being “…more effective and efficient” than a competitor’s offering.  Instead, a good PR strategy crafts your company’s story to appeal to journalists and their audiences.  And people tell the story.  As the documentary filmmaker Ken Burns says, “… the facts are in service of the story.”

2. Keep the buzz going:  Companies with cool apps may make a big splash initially, but after early adoption takes root, the buzz dies off.  Then what do you do?  You need different story angles to keep your company fresh in the minds of journalists, and that takes a different strategy than the one used for an initial product launch.  It takes an approach that carries a company into the future with a series of PR programs combined with social media and blogs.  Mine your company for ongoing stories that can be re-packaged and retold in different formats.

3. Old news is no news:  Not long ago, reporters filed one or two stories a day.  Today, journalists may file one story every hour, plus frequent blog posts and tweets.  News has always been a perishable commodity and companies can’t expect their stories to have a long shelf life.  One biotech company learned that lesson the hard way.  While the company had a successful clinical trial and even saw the results published in a medical journal, it started its PR efforts two months later, which was far too late for journalists to be interested.

4. Social media is not PR:  A social media strategy can run in tandem with a PR campaign, but don’t confuse the two.  PR crafts a cohesive message that dovetails with media conversations.  PR creates fresh, high value content and should be syndicated through your social networks, and that, in turn, may gain more fans and followers.  In an ideal world, PR and social media enjoy a synergistic relationship, with each feeding the other.  Pursue both PR and social media outreach. You may want to augment your PR team with a social network manager who is steeped in the nuances of building meaningful followers.

5. Fill the news pipeline:  Have you ever visited the “newsroom” at a company’s website and found that the most recent article was dated two years ago?  Keeping content fresh on the website includes the newsroom.  If it is out of date, people will wonder about the health of the company, and you’ll risk a negative perception.  While no small company is going to have constant breaking news, it is important to keep the media section fresh and up-to-date with announcements, press releases, case studies, and other articles. This gives visitors a chronology of the company. Don’t wait for the next major release of your product.  There are many ways to update your target audiences with new hires, industry awards, market survey results, new partnerships, new customers, etc.

6. More does not equal better:  Just because a media database lists 200 journalists who cover your industry, that doesn’t mean you should send company news to all of them.  One of the main things journalists rant about when it comes to PR is getting inundated with irrelevant press releases.  Vet each journalist to make sure your news is a match – otherwise, you risk being called out on social media, or permanently removed from his or her pool of quotable sources.

This last rule is probably the most difficult for entrepreneurs to comprehend:

7. Journalists are just not that into you:  Few small business owners realize what life is like for journalists today.  They get hundreds of emails every day from PR representatives that have nothing to do with what they write about.  Additionally, tighter deadlines and greater competition mean they have less time – and patience – for listening to your story.  Just because you are passionate about your product or company, that doesn’t mean you can expect reporters to share that passion.  But consider the effectiveness of making the journalist’s job easier.  Research the topics they have an interest in, feed them fresh stories, and give their readers what they want. Then your company stands a good chance of breaking through the media noise and getting your message heard.

Robert J. Szczerba is the CEO of X Tech Ventures and author of the Forbes column “Rocket Science Meets Brain Surgery.”  Follow him via TwitterFacebook, or LinkedIn.

Source: Forbes Business

 
Update
1

22 hours ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 and MH17" hits home ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Modi government selling off Indian assets: Mamata
Kolkata, Aug 30 (IANS) Accusing the Narendra Modi led BJP government of selling out the country's assets by embracing FDI across sectors, West Bengal Chief Minister Mamata Banerjee Friday warned that such policies would put Indian economy in grave crisis.
 
 
13 die of Ebola in DRC
Kinshasa, Aug 29 (IANS) A total of 13 people, including five doctors, died of Ebola virus disease in the Democratic Republic of Congo (DRC), the country's Minister of Public Health Felix Kabange told Xinhua Friday.
 
 
How birds learnt to fly
New York, Aug 29 (IANS) Birds have an innate ability to maneuver in mid-air, a talent that could have helped their ancestors learn to fly rather than fall from a perch, says a study.
 
 
Millions of mites crawling on your face right now!
New York, Aug 29 (IANS) Are you aware that your face is brimming with living mites that feed on the oil our skin secretes and hide in tiny hair follicles? And no, they are not pooping on you as they store up all the excreta until they die!
 
 
 

Latest from the Network

Happy to call Brad Pitt my son-in-law: Voight
Los Angeles, Aug 30 (IANS) Actor Jon Voight is happy that now he can call Brad Pitt his son-in-law. Voight is happy about the wedding of his daughter Angelina Jolie to her partner of nine years and although he wasn't...
Read more on Celebrity Balla
 
Modi government selling off Indian assets: Mamata
Kolkata, Aug 30 (IANS) Accusing the Narendra Modi led BJP government of selling out the country's assets by embracing FDI across sectors, West Bengal Chief Minister Mamata Banerjee Friday warned that such policies...
Read more on Politics Balla
 
Gunmen kill two officials in Yemen
Sana'a, Aug 30 (IANS) Unidentified gunmen shot dead two officials in Yemen's southern province of Lahj Friday, a security official said. "An official of the General People Congress party and another official of Lahj...
Read more on Politics Balla
 
Adam Levine wants 100 kids
Adam Levine wants to have ''more kids than would be socially responsible.'' The Maroon 5 frontman, who married Namibian model Behati Prinsloo in Mexico last month, can't wait to become a father, but says they're too...
Read more on Celebrity Balla
 
David Beckham uninjured in motorcycle crash
David Beckham crashed his motorcycle in Los Angeles yesterday (08.28.14). The 39-year-old star, who has sons Brooklyn, 15, Romeo, 11, and Cruz, nine, and three-year-old daughter Harper with wife Victoria Beckham,...
Read more on Celebrity Balla
 
Demi Lovato got confidence from Kim Kardashian
Demi Lovato credits Kim Kardashian and Beyoncé for helping her to feel more body confident. The 22-year-old singer claims she was ''miserable'' when she was thinner and says the 'Keeping Up with the Kardashians' beauty...
Read more on Celebrity Balla
 
Adam Brody praises Rachel Bilson's kissing skills
Adam Brody says Rachel Bilson is ''one of the all time'' greatest kissers. The 34-year-old actor, who is married to former 'Gossip Girl' star Leighton Meester, opened up about what it was like to kiss his ex-girlfriend...
Read more on Celebrity Balla
 
Racial discrimination in US cause of concern: UN panel
Geneva, Aug 30 (IANS) The United Nations' Committee on the Elimination of Racial Discrimination (CERD) Friday said that racial and ethnic discrimination in the US remain a major cause of concern. In its concluding...
Read more on Politics Balla
 
Russia to enhance nuke capability for own security: Putin
Moscow, Aug 29 (IANS/ITAR -TASS) Russia will continue building up its nuclear potential not for the purpose of intimidation but for ensuring its security, President Vladimir Putin said Friday. "We are strengthening...
Read more on Politics Balla
 
Political deadlock persists in Pakistan as army plays 'facilitator' (Roundup)
Islamabad, Aug 29 (IANS) The talks between the government and representatives of the Pakistan Tehreek-e-Insaf (PTI) and Pakistan Awami Tehreek (PAT) failed to break the political deadlock between the two sides Friday...
Read more on Politics Balla