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“Do a press release on the expansion of our company, and another on the new products we offer”. If this is what you think is a pr marketing strategy then get ready”to-fail”.

The reason to do press releases is to enhance an already existing publicity campaign. Just as a pr client would not produce one item or two and think they will sell millions and become rich…with very few exceptions, this isn’t how to run a business. Neither is it right to have a pr marketing strategy be a once or twice a season of submitting press releases.

If you want to get noticed, or be along the same playing field (in pr terms I mean) withmedia room your competitors, then you need a solid pr marketing strategy. To create a pr marketing strategy you should include a lot of press releases, a press kit to be distributed at trade shows, promotional programs (these could be charity related, community projects, sponsorship of events, etc), articles for publication, get into the social media network, start blogging about your company, and many other campaign elements.

It seems that pr clients think of sending a press release to keep costs down, when in reality it can cost you more because the release may or may not get published, or posted online at Yahoo News, then what do you do? Send another press release? Yes, but it should be part of your overall pr marketing strategy. Follow up with related articles for submission, comparisons to show how your new product changes what was to how it makes things better, or more profitable. Getting your company name in front of potential customers is another part of a good pr marketing strategy. Again, it is only part of the overall campaign. Try contacting other related businesses, ask if they would participate with your company by creating an event, or develop an awareness campaign by co-sponsoring an existing event. These can be local, regional, or national, all depending on your objective that is in your Marketing Plan. What? You don’t have a marketing plan. Then maybe you need to get it all together now, while the year is still new and help your company survive with a smart marketing plan. Need help? Give me a call, at 949-477-9400. I’ll make sure you have the campaign to get your company to the next level, and be successful this year.

To achieve any publicity exposure you need to have something that is more than unique, and more than newsworthy, right? Well, that’s all we hear from the media. If it isn’t newsy, or has a great angle to it, or national in scope, your press release for that pr client just might not get much exposure.

Creating a campaign for a pr client needs to be a well orchestrated campaign. One that includes all forms of media: print, broadcast, as well as the Internet. I have addressed this issue several times, but it still remains a mystery to me that pr agencies, for the most part, are not using all the resources. Maybe it is the unfamiliar area cyberspace pr that is not understood.

Even with the vast exposure and opportunities the Internet provides, pr clients are still faced with high costs to get listed on Google News, Yahoo News, or other business news formats on the web. Our agency have been using as much of the tools available when necessary. We are budget conscious as well. Not all pr clients can afford to have a press release or campaign reach all the news opportunities. It just isn’t realistic for anyone’s budget.

Which brings me to my reason for writing this blog. Recently, April 19 to be more specific, we submitted a release that now has been posted on Google News (as of April 26). It is for one of our pr clients who wrote a book. You now think, oh yeah, well a book, that is going to get exposure. Not true. It depends on the topic. In our case, the client wrote a book to help companies in HR find and secure the right people in their company. Not exactly a coffee table book, very niche market. But guess what, we got it on Google. And without the high costs usually associated with pr agencies who charge a high monthly fee and might get you some exposure in 3 to 4 months.

There is still room for us who work hard to get the rewards for our clients. Not everyone has million dollar budgets, but it feels good when we get that kind of exposure for our pr clients. Check out some of the different resources the web offers. Such as PRBuzz.com,
or PRWebdirect.com .