No matter the size of your business, the key to securing publicity is identifying your target market and developing a well-thought-out PR campaign. To elevate your company’s visibility, follow these essential steps. 1. Craft Your Positioning Statement Sum up in a few sentences what sets your business apart from the competition. This statement should succinctly communicate your unique value proposition. 2. Define Your Objectives What do you hope to achieve through your publicity plan? List your top five goals in order of priority. This clarity will guide your PR efforts. 3. Identify Your Target Audience Determine the demographics of your audience such as gender, age range, lifestyles, income levels, and buying habits. Knowing where they live and what they value can tailor your messaging effectively. 4. Target the Right Media Identify appropriate local newspapers, TV, and radio programs as potential outlets. Compile a list of these media outlets, contact them to find out who covers your business sector, and reach out directly to the relevant reporter or producer. 5. Develop Compelling Story Angles With your target media in mind, brainstorm story ideas that you would find engaging. Think about what caught your attention in past features and use those insights to formulate appealing pitches. 6. Pitch Your Stories Draft a ‘pitch letter’ to convey your ideas to the reporter, starting with a question or an interesting fact that relates your business to their audience. If suitable, include a press release. Always append your positioning statement at the end of your communications. 7. Follow Up Persistently Persistence is crucial in securing coverage. After sending your pitch, follow up with a phone call within four to six days. If you don’t reach the reporter initially, keep trying until you make contact. Press Release Tips Always have a compelling reason for sending a press release, such as a grand opening or a new product launch. Ensure that it is targeted to the publication’s or broadcaster’s audience to avoid your efforts being overlooked. Additional Advice for Media Engagement Prepare your key points before calling a reporter and have them written down to boost your confidence during the call. Be persistent but also receptive to feedback to refine future pitches. Position yourself as a valuable resource by providing useful information to reporters, helping them with creative story ideas.