Tips

3. Have a spokesperson or PR firm represent your company. So let's assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone atyour firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so - they have deadlines to fulfill! The last thing you wantis to be unavailable when an editor or reporter wants more information about your company or products.

4. Take advantage of your opportunities when they present themselves. PR results do not happen overnight. You must be patient and persistent.However, when activity comes up, you must ensure that the company is rewarded for the hard work put in! So do not forget to include your company information including a 1-3 line sentence describing your company, author byline (if applicable), and a URL of your web site. Media professionals will sometimes forget to include this information so it isyour job to include it in your press release, articles, or interview. Ifyou have a welcoming relationship with your media contact, see if you can check the article before it goes to print. If you are doing a talk show,make sure they mention your company name and/or web site on the bottom of the television screen.

5. Follow up with your contacts. Now that you have received press, do not forget to thank the reporter or editor who wrote it. Maintaining solid relationships is essential to the success of your PR campaign. Taking a reporter out to lunch or dropping them a kind note every now and then doesn't hurt either.

In sum, PR is a wildcard marketing strategy that can yield tremendousresults if implemented correctly. Companies need to have either anin-house or third party person dedicated to PR, at least on a part-time basis. This person needs to be the champion of the company, products or services, in a tireless fashion. Don't forget that your number one goal is to get in front of your target audience. In your next marketing plan review or initial development of one, make sure to give PR serious attention and the resources necessary to implement a long-term PR strategy.

About The Author

Dali Singh is the Managing Director for Blueliner Marketing, afull-service marketing and communications firm based in New York City.Visit her website at www.bluelinermarketing.com or contact herdali@bluelinermarketing.com.