Great PR tips for small businesses (from PR My Business webinar 23 July 2013)

PR for small businesses

Tim PrizemanPRmyBusiness.co.uk – July 2013

These slides

• On www.PRmyBusiness.co.uk later this week

• On www.SlideShare.com

• We will email them to you

• Recording of this webinar available too

Tim Prizeman

20+ years in PR primarily advising

owner-managed businesses

award-winning for “limited budget” campaigns

Run PR services PRmyBusiness and Kelso Consulting

About PRmyBusiness

Specifically for small businesses & self-employed

Fixed-fee, pay-as-you-go PR services at everyday prices

Experienced PR agency team

www.PRmyBusiness.co.uk

About us

• Public Relations agency specialising in smaller businesses with limited budgets

• Central London based, with clients all over the UK• Also work with SEO agencies to build high-value

editorial links for their clients

Businesses that use us include…

What is Public Relations?

Established Media TV Radio Newspapers Magazines Trade Journals Online and print

What is Public Relations?

Social Media

What is PR

Editorial in a publication or broadcast– An interview– A photograph– An article you have written

NOT:– Advertisements– Sponsorships– Advertorial

How PR helps small businesses

New business

Search Engine Optimisation

Content for social media websites

How PR helps small businesses

Adds impact to direct mailings

Adds credibility

Gives a buzz

How PR helps small businesses

Adds impact to direct mailings

Adds credibility

Gives a buzz

The good news is it’s fun to do too!

Start with your strategy

• Who (specifically) is your business aiming at• Where are they and what media do they use• What are their needs that you meet• What are your points of differentiation• What are your messages• What do you want them to do • Creative approach (ie the source of coverage)

Start with your PR strategy

1. Who (specifically) is your business aiming at

2. Where are they 3. What media do they use4. What are their needs that

you meet5. What are your points of

differentiation6. What are your messages7. What do you want them

to do

1. Small & microbusiness owners2. All over the UK 3. Numerous (across social,

newspapers, online, broadcast)4. Want to grow against better

known, bigger competitors5. Fixed-price, low cost, pay-as-you-

go, easy to use6. Various around the benefits of PR

to small businesses and the ease of doing it

7. Make a purchase or join my mailing list

Creating news & comment

The creative element - what are you able to do that is “newsworthy”1. Your expertise2. Your products3. Linking to what’s happening in the outside world4. Human interest5. Stunts6. Research & opinion polls

What makes a story

Topical

Important or

amusing

Relevant to

readership

PR tactics

• Press releases• Photo opportunities• Articles• Case studies• Press conference / press launch• Meeting / lunching / calling journalists• “Letters to the editor”• Stunts and events

Easy PR #1 – advice articles

• 5 top tips to look great this summer• 10 steps to make your house secure while on holiday• The 5 most important questions to ask when

interviewing job candidates• What the government’s new X regulation means for

your business• The most common mistakes businesses make when

buying software• 5 easy ways to cut the cost of your mortgage / utility

bills

Easy PR #2

Have initiatives that link to things journalists are already writing about:• Seasonal: Christmas, Wimbledon, holidays, Valentine’s

Day, New Year resolutions, the Budget• “In the news”: impact of current events and trends (eg

bank lending, government legislation)• Topical themes: what are the hot topics at the moment

(social media, big data, shops closing, themed days)

www.prmybusiness.co.uk/pr-opportunities-forthcoming-dates/

Last month

• UK Volunteer Week• My Money Week 2013• Boy scouts’ Community

Week• Make A Noise in Libraries

Fortnight• Heart Rhythm Awareness

Week

• Annual Carer’s Week• Poop Scoop Week• Anne Frank Day• World Blood Donor Day• Bug Busting Day• Global Wind Day• Father’s Day

List kept updated on: www.prmybusiness.co.uk/pr-opportunities-forthcoming-dates/

Easy PR #3

Do something a little bit unusual:• Open days• Invite kids or elderly (for local papers)• Competition with prize• Advice clinic• Quirky or counter-intuitive

- Always think visually: publications (including online) are always desperate for interesting photos

How we can help your business

• Writing and placing expert articles

• Specific projects• Writing and issuing press

releases (and the all important follow-up calls to journalists)

• Regular / retained support

Why us

• Fixed price “pay as you go” support• Transparent low pricing• Article placing - guaranteed coverage or money back • Track record in high-impact media

20% off all orders this month for seminar attendees

Special Discount

Creative Brainstorming & Planning RRP £259+VAT• Numerous ideas for PR activities to

generate valuable press coverage.• Leave with a timetable of relevant

events, anniversaries, scheduled features and other “media hooks”

• Special offer: £215 (normally £259)

• OFFER CLOSES 31 July• Go to:

www.prmybusiness.co.uk/shop-2/

Special Discounts for all Webinar Attendees

Article Placing Service RRP £349

• Our service guarantees that you will have an article (written by us on your behalf) appear in a publication of your choice.

• Today’s offer: £290• OFFER CLOSES 31 July• Go to:

www.prmybusiness.co.uk/shop-2/

Special Discounts for all Webinar Attendees

Press Release Writing & Distribution RRP £399• Our service ensures an expertly

drafted & distributed release (with follow-up calls to target journalists)

• Today’s Offer: £330• OFFER CLOSES 31 July• Go to:

www.prmybusiness.co.uk/shop-2/

To gain these discounts

• Choose a product from the shop• Please do call me and the team first on 020 7242

2286 to discuss your requirements• Add it to the shoppoing cart • In the Coupon box add: junewebinar • Select “Apply Coupon” and go to the Checkout

Applies to all products in the store: www.prmybusiness.co.uk/shop-2/

Questions????

Contact us for PR advice

Email: PRHelp@PRmyBusiness.co.uk

Phone: 020 7242 2286

www.PRmyBusiness.co.uk/contact

Twitter: @PRmyBusiness