knows that the first budget getting the axe during a
downturn is marketing and advertising. The company
wants no drop-off in traffic or sales, but cuts the
budget to the bone. Savvy marketers turn to their
secret weapon – effective public relations.
marketers know that the time to build market share is
when everyone else is pulling back. Unfortunately, not
many of us get the chance to expand our marketing during
down times, as our budgets go under review and
inevitably get cut.
It’s time to
sharpen your public relations campaign and find exposure
through news and media channels. Here is a list of
five things you can do this week that could help your
company get more exposure.
Write a strong opinion piece or
article about your industry. You could focus on
a new technology, a trend in the industry, or take a
stance on a controversial issue. Submit the
article to well-distributed
industry magazines and newsletters to be considered
for publication. Just be sure that they include
your by-line; you want people to know where the
article came from and how to reach you or your
company's web site.
public speaking opportunity. This could be for you or
for one of the key executives in your company. Your
CFO could talk to a group about finances and business,
or your CEO may have some stories that would go over
well at the next Chamber of Commerce event. Contact
clubs and groups in your area and offer to speak at
their next events. These groups are always looking
for good speakers.
industry trade magazines and look for opportunities in
upcoming issues for your participation. Contact the
editors to see if they have any stories coming up that
could use input from your company. You would be
surprised at how many times an editor can find just
the right spot where they really needed someone like
you to provide an illustration or third party
endorsement of a point or story.
something unusual. Remember a few months ago, when
the owner of the Dallas Mavericks said that one of the
officials at a basketball game couldn’t run a Dairy
Queen? He received national press for weeks (he still
gets mentioned occasionally) for going to work at the
local Dairy Queen for a day. Find a worthwhile cause
and have a group of volunteers from your company
organize a fundraising event or something similar.
You will get a triple benefit – your company will
receive recognition, you will help the community, and
your employees will become just a little bit closer.
be a guest on a local radio talk show. Find a host
that examines issues related to your industry and
offer to send an executive from your company the next
time they need a guest. These shows are always
scrambling to land good guests. Contact the producer
of the show and offer to send a media kit on your
company and the biography of the executive you feel
would best represent your company in that arena.
Remember that these producers are looking for a lively
exchange, so your best representative may not be the
highest qualified person – it may be the most
your everyday public relations duties as well, building
your media list, cultivating relationships, issuing
appropriate press releases, etc. When things pick up,
the journalists remember the people that kept them
informed during the lean times!