In our talks with with our clients, we hear a incessant cry for “Public Relations.” What they almost always mean “is get me in the paper.” Certainly, press coverage is a great way to get the word out and to let people know about your differential advantage, people, technologies, business processes, etc. We also recognize that print articles the right media outlet has real value. Good press can attract attention, move product, and lend some credibility to young and established business alike.

We also recognize that pitching the media these days, strong relationships or not, is becoming more challenging simply because of amount of “stuff” assignment editors and reporters have to go through. Control over the message can be a particular challenge and certainly, at times, the timing of when the piece would hit the street may not be in concert with your business goals.

It’s why we ask CEOs, CMOs and marketing and PR managers, “what is your PR plan when you are not in the media?” Because for the most part, businesses are over-whelming NOT covered by the media. So what’s your plan?

Think Outside the Media for More Strategic Public Relations:

Strategic marketing and PR strategies must be business driven. Business owners and investors must be invested in strategic public relations, of which, media relations is an important component. What to do? Here are six ideas (with more to come)

1. Strengthen business relationships with your customers for continued loyalty and growth. So develop a customer relationship campaign that will engage the customer and strengthen your relationship, as well as provide you feedback on your products and services. Yes, that’s PR.

2. Be a resource for your clients and investors. There are many ways to do this including the web, face to face, conferences, etc.

3. Investor and network relations is key. Don’t skimp here, engaging your investors is key to many things including, when appropriate, next round of funding or asking for business referrals!

5. People buy from people. So your company or its representatives must have a plan to be present in venues directly related to your business – whether on the buy-side or sell-side.

6. Create or participate relevant events that involve people and can generate news.

So, by recognizing that PR is much more than sending out press releases and getting in the news, your business can implement more strategic public relations and marketing strategies that delivers a real boost to your business.

More to come…