10 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

 
 
 

28 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 Twitter Facebook , or LinkedIn .

Source: Forbes Business

 
Update
10

6 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

Cambodia's Famous Battambang Circus
KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakyat ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

6 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

Sydney FC v West Ham United - Football United New Zealand Tour 2014
KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken into by ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

6 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

Federal Aviation Administration Bans All US Flights To Israel
KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the D ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

6 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, Datuk S ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

6 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

INDIA-CHINA-DIPLOMACY-TRADE
PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in th ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

Government Weekly Cabinet Meeting
KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million in compen ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Seri Mustapa Mohamed sa ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

Iskandar Johor Open - Previews
JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of RM20 million. ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

EurAsia Cup presented by DRB-HICOM - Day One
PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Sc ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Skyway (Kidex) t ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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

BMW, Aston Martin to recall defective vehicles
Beijing, July 26 (IANS) BMW and Aston Martin Lagonda will recall autos in China over airbag and gearbox problems respectively, China's quality watchdog has said.
 
 
US sanctions against Russia cause spike in sale of AK-47
Washington, July 26 (IANS) The sanctions imposed on the maker of AK-47 by the US Treasury Department last week has caused a spike in sale of the popular assault rifle in the country, media reports said Friday.
 
 
UN body concerned about impact of Gaza violence on women
United Nations, July 26 (IANS) The United Nations Population Fund (UNFPA) Friday expressed its deep concern about the impact of the ongoing Gaza conflict on women's health and access to safe births.
 
 
DG: No survivor in Algerian plane crash, probe launched (Roundup)
Algiers/Paris, July 25 (IANS) Algeria Friday declared a three-day national morning for the victims of the Air Algerie flight AH 5017 that crashed over Mali the previous day with no survivor yet found from the plane wreckage, media reports said.
 
 
 

Latest from the Network

Apple’s Settings Will Become More Automatic
The iOS 8 update, along with the launch of the iPhone 6, is going to bring a great deal of changes to the way that App settings work on an everyday basis. We have already seen how Apple will change privacy settings...
Read more on Apple Balla
 
Apple Upgrading Computer Lines
Apple’s iPhone sales have remained strong through the past year. Their iPad sales might be down, but their revenue from MacBooks and Mac desktops has more than made up for it. That is going to be even better for the...
Read more on Apple Balla
 
The Top Five Things We Know About Apple’s iWatch
The iWatch is still largely a mystery due to the famous secrecy that Apple has practiced for years. There are a few things that we know for certain, though.-Apple has been hard at work on the iWatch for at least three...
Read more on Apple Balla
 
BMW, Aston Martin to recall defective vehicles
Beijing, July 26 (IANS) BMW and Aston Martin Lagonda will recall autos in China over airbag and gearbox problems respectively, China's quality watchdog has said. From Aug 25, BMW and BMW Brilliance will recall a total...
Read more on Business Balla
 
Commonwealth Games medal standings Day 2
Glasgow, July 26 (IANS) England narrowly head the medal standings at the end of second day of the 20th Commonwealth Games ahead of Australia. India dropped down one place to fifth with three golds, four silvers and...
Read more on Sport Balla
 
Israeli airstrike kills eight in Gaza
Gaza, July 26 (IANS) At least eight people were killed and 10 injured Saturday in an Israeli airstrike on the Gaza Strip, taking the toll in Gaza since the beginning of an Israeli offensive July 8 to 878. On Saturday...
Read more on Politics Balla
 
Drogba returns to Chelsea
London, July 26 (IANS) Didier Drogba has signed a one-year contract with Chelsea, the club announced. "It was an easy decision - I couldn't turn down the opportunity to work with Jose again. Everyone knows the special...
Read more on Sport Balla
 
Beckhams, Ramsays' dinner date
Los Angeles, July 26 (IANS) Celebrity couple Victoria and David Beckham dined with Gordon Ramsay and his wife at Malibu's Nobu restaurant. The former footballer looked casual as he headed to the restaurant, while...
Read more on Celebrity Balla
 
Toulouse set to sign Brazilian defender
Rio de Janeiro, July 26 (IANS) Brazilian defender William Matheus is set to join France's Toulouse on a permanent deal, media reports said Friday. The 24-year-old has been released by Brazilian club Palmeiras to...
Read more on Sport Balla
 
US sanctions against Russia cause spike in sale of AK-47
Washington, July 26 (IANS) The sanctions imposed on the maker of AK-47 by the US Treasury Department last week has caused a spike in sale of the popular assault rifle in the country, media reports said Friday....
Read more on Politics Balla