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It is true that paid advertising is seen for exactly what it is; advertising. On the other hand news, editorial content and speaking engagements are seen a credible, noteworthy or prestigious events. The reality is that both advertising and PR are great venues to build brand equity, and while both clearly represent their own form of "spin" it is PR that will yield the biggest return on cost. The following three items will help to jumpstart your PR program:
1. Become an Author: In the world of research and education there is an old quote that states: "Publish or Perish." Being a published author immediately positions you as a subject matter expert and gives you a point of competitive separation over others. Whether you publish blog posts, magazine or newspaper articles, author an e-mail newsletter or write a book the returns will be significant.
2. Become a Thought Leader: Every industry, sector, vertical and micro-vertical has thought leaders. These are the media darlings that always seem to get the interview, get quoted, appear on the news, etc. Develop domain expertise and be willing to take a position on things. If you embrace the media they will embrace you...Get media trained so you know what a reporter, publisher or editor, talk show host, etc. is looking for. Then simply make yourself available to the media and give them what they want.
3. Become a Speaker: Use your subject matter expertise, published work, position within the industry or prominence within your company to get on the speaking circuit. Speaking engagements lead to more speaking engagements.
PR can have a significant leveraging effect in that success in any one
of the aforementioned three areas will likely result in success in the
other two. The key to launching and maintaining a successful PR
initiative is being dedicated to the effort. You must allocate time and
resources to furthering your brand through PR. Block time for writing
and make speaking and dealing with media inquiries a priority.
Mike Myatt serves as the Managing Director and Chief Strategy Officer at N2growth, the leading venture growth consultancy in the US. He is also the author and moderator of the N2growth Blog. You can reach Mr. Myatt by Phone: 800-944-GoN2 (4662); E-Mail: firstname.lastname@example.org ; or Online: www.n2growth.com
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