As we’ve seen, to get it right it will take some initial thinking and planning and the
measurements you will use will not be about quick fixes.
understand, but often hard to put into practice. Simply put it means that your story must be
relevant to the publication you are targeting. You may want to see your name appear in the FT, or the Entrepreneur Country magazine, but if it’s not relevant it won’t happen.
As for persistence, well it can sometimes take a few attempts to get it right. In that time you may also receive a few knock backs and some of them may not be done very gently. Journalists don’t want to be rude or hurt your feelings (at least most of them don’t), but if you haven’t passed the relevance test then they usually don’t have the time to explain why. Learn from your mistakes, dust yourself down and try again.
Like anything in business, PR doesn’t come easily, but it can produce some great results.
so you need to give the PR the time it needs to hit your goals.
Once you have done that initial thinking, now comes the easy part!
The PR activities themselves should start to fall out of the goals you have set. Increasing sales from your existing audience will naturally involve a different approach compared to trying to launch into a new market.
When you do start the PR activities there are two basic things that you need to bear in mind: relevance and persistence.
The relevance is simple to
Patrick Smith is MD and Founder of virtual PR Agency, Joshua PR (
www.joshuapr. com), created after identifying a gap in the market for SMEs.
45 entrepreneurcountry
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