I recently sat next to a PR professional on a flight, who told me she worked for a FTSE 100 company. As part of a team of six, she represented this company at a major conference, and from the sounds of it, spent most of the time having expensive dinners. Their PR activities were pre-planned, executed on a grand scale and meant that she and her team could ‘relax.’ She said all of this whilst chugging on a bottle of prosecco.
I remember feeling pretty inadequate next to this successful executive, but then a thought occurred to me.
What’s the difference between me and Mrs Prosecco? Nothing, really. So here are some thoughts on what makes excellent PR on a shoestring.
- The angle doesn’t matter as much as the timing.
- What you’re doing is less important than when you’re doing it.
- How you go about approaching journalists and publications is all about either a preview of something they don’t know about or a slice of something people are starting to care about.
- Your press list doesn’t matter as much as your tech.
- You can sit and write beautifully crafted emails to five journalists, or you can send 2,000 press releases to a broader list using MailChimp. I use mail merges, MailChimp and any other software that saves me time getting the emails sent.
- I realise the conventional wisdom is to send five perfect emails, but I sometimes use a less dainty approach, and it doesn’t hurt.
The result? Your story gets out and people pay attention. You don’t need to spend hundreds of pounds to get coverage for your organisation, but you do need to be strategic about what you say, and when you say it. Don’t be deterred, keep talking about what you do, and if in doubt, contact me for a few more tips on getting column inches without taking out a second mortgage.