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CONTENTS
Thank you for your interest in Curve Communications and for downloading our e-book. We created this document to
serve as a ‘How To’ resource for businesses that are interested in learning the fundamentals of PR. We will explain how
to implement some basic tactics that will help to generate awareness of your brand.
‘Public Relations’ is an umbrella term used to define activities involved in managing and maintaining the public
image of a business or individual. It has often been described as the practice of managing communication between
an organization and its public. The goal of public relations is to make the company’s typical customer aware of the
company and its products.
Unlike media relations, PR is not only about securing coverage in mainstream media. Media relations plays an integral
part in any PR campaign but it is only one of many tactics used to generate interest in a brand. With the evolution
of the Internet and online social networks, public relations has progressed and become essential to raise a business
above the ‘noise’ of constant communication so that it stands out to its customers.
Curve Communications advocates using public relations as a component of an integrated marketing strategy that
spans online and offline venues. We believe branding, marketing and public relations work best when implemented
together as part of an overarching communications strategy. We hope you find this e-book valuable and welcome the
opportunity to connect with you.
George Affleck
PRESIDENT AND CEO
Story Ideas
So what makes interesting news? A grand opening – as long as it’s a genuinely fun event, not just a few balloons and
free coffee. A new study explaining the cost savings of buying a pre-owned vehicle. A workshop you’re hosting on
how to fix minor mechanical problems. Those could all make good stories.
Human-interest Stories
When thinking of what stories you could offer the media, don’t overlook human-interest story angles. People want to
read about people. They want to hear about personal struggles and how they were overcome. They want to know why
people did what they did and how they got where they are. Your employees might be a good source for these stories.
Local Media
You probably already know the names of your local newspaper, radio station, and cable TV network. Just look them
up in your phone book or on the Web. Phone to find out the editor’s name and correct spelling. Newspapers and
magazines always list their contact information inside them, so grab a copy and look it up. You’ll also need the editor’s
fax number or email address.
Be thorough in thinking of your local media resources. There may be other media you could target, such as your
downtown business association’s newsletter.
Regional Media
For regional media, such as television stations or daily newspapers, there may be local staff as well as head office
editors or producers. The local reporter usually has little, if any, decision-making power about what is covered and
what is not. Still, local staff can make recommendations to head office, so it’s worthwhile finding out who covers your
area.
Resources
Some good places to find out about media in your area are:
Listings
If you are holding an event such as a workshop, an often-overlooked source of free publicity is listings. Industry
magazines, local newspapers, and Internet directories may all have event listings. Getting listed on their calendars
creates awareness for your event before it happens and helps draw people to it.
If you want your event listed in a magazine, be sure to contact the publication with your event details several months
ahead. For local newspapers and Internet directories, a month ahead will do.
Media Advisories
A media advisory alerts editors to an upcoming event so they can arrange for reporters to cover it. It contains basic
information on what the event is, who’s holding it, and when it’s happening. An advisory should catch the editor’s
attention and make your event sound interesting enough to justify staff coverage.
Using your contact list, fax or email your advisory to the community newspaper three weeks before your event. Send
it to TV, radio, and daily newspapers (if appropriate) two weeks ahead. Follow-up the next day with a phone-call to
make sure they got it. As the event gets closer, follow up with news releases and/or phone calls to remind them that
it’s happening and to see if they plan to come out for it. The event will have to attract a lot of people to warrant staff
coverage.
The Pitch
If you just fax or email your media advisory or news release, it may never get a second glance. You can send the release
first and then follow up with a phone call, or you can start with the phone call. Either way, at some point you’re going
to have to pick up the phone and pitch your story to the editor.
This might sound intimidating, but remember – editors are looking for news. Just don’t waste their time.
News Releases
Once you’ve pitched your idea and the reporter or editor is interested, they’ll probably want more information. You
should have a news release and/or a media kit prepared so you can send it off right away, while the idea is still in their
mind.
A good news release covers all the details of your story and includes contact information. A great news release
does those things AND is written well enough that it seems like a newspaper article. If your story really is newsworthy,
and you’re a good news release writer, a newspaper may even print the story verbatim.
Keep it Short
A news release is usually one page, and definitely should be no more than two (200-400 words). If your release is two
pages, type -more- at the bottom of the first page.
Keep it Simple
Remember that when you write your news release, write it to a grade seven level. This rule of thumb holds true for
readers in metro and rural households. Don’t think that a release full of five-syllable words will knock the editor’s socks
off because it’s more likely to make him nod off. Avoid using jargon.
Follow Up!
Make sure you follow up to make sure they got the news release. This can’t be emphasized enough. If you wait for it
to magically appear in the next issue, you will probably be disappointed. A simple phone call further explaining your
cause or event gives you another chance to “sell” it to the editor. Take this opportunity to find out more about what the
editor is looking for. Every contact you have with the editor helps you build a relationship.
Photographs
Images are important for TV and print media. Whenever possible, offer to send photos with the news release. If you
or a staff member are taking them, rather than a professional, take them twice as close as you think you should. Make
sure the light is behind the photographer, not the subject.
Look for dynamic, interesting shots. Ribbon-cuttings don’t count. Handshakes don’t count. If you’re donating a hot
tub, don’t send a picture of your store manager shaking hands with the President of the local Boys and Girls Club. Take
a photo of the kids actually playing in the hot tub. If you can’t provide an action shot, provide a headshot of your store
manager, hot tub recipient, salesperson of the year, or whoever might be relevant. In local media a picture of a local
face is important.
Sometimes a newspaper will run a great photo without a story attached, so try to keep photo opportunities in
mind. When you send the photo, include a brief cutline (e.g. eight-year old Marisa plays with her grandmother at the
Beachcomber Hot Tubs seminar in New York), the date, and the photographer’s name.
Media kits
It’s worthwhile for you to develop a media kit that you can send media when they ask for more information about your
company. A media kit is like your company’s resume. You can use it to attract interest not just from media, but also as
a sales tool with potential clients, employees, and investors. Your media kit should grab the reader’s interest; it should
make your company seem hot and interesting.
Don’t scramble at the last minute to assemble one. Develop it now so you have it on hand when you need it.
7. Following Up
Whenever you do get media coverage, keep a copy of the videotape, audiotape, or news clipping to add to your
portfolio. Don’t ask editors to provide these for you – they aren’t a clippings service.
And if they cover your story, don’t forget to send them a thank-you note. You don’t need to buy them gifts (you’re
not bribing them) just let them know you appreciate the amount of time they spent on your story.
1. Advertising
While advertising isn’t really public relations we thought to include it here as it can be very complimentary to your PR
campaign.
Be Fair
When working on your public relations campaign, keep in mind that media make their living from advertising. Media
are deluged on a daily basis by requests for editorial coverage, sponsorships, and free space and, like it or not, there is
a limit on how much they can give. Media outlets - like all other businesses - need to show a profit in order to stay in
business. If you’re announcing a factory clearance sale, buy an ad. If you’re announcing that you’ve donated some of
your inventory to the local community centre, put it in a news release.
Media promotions come in various different forms. The most common media promotions are:
Radio/Television:
• Two-for-one ad buys (or buy one-get one buys) are often extended to non-profit event organizers.
• Pre-produced promotional spots: These are very valuable and usually are centered on an on-air
promotion such as ticket giveaways or a special night for listeners of the station. These promotions often
involve a drive-to location where listeners have to visit a store to pick up an entry form.
• Traffic or News sponsorship: Ten- to five-second acknowledgements of the event that precede or follow
news, sports or traffic reports.
• Community cruiser mentions: On-air mentions about the event from the station’s community events van.
• Live-liners. Live on-air announcements made by the DJ.
• Remote broadcasts: Only given in special circumstances. Live broadcast from the event to help drive
ticket sales through the event.
Newspaper:
• Promotional ads with a contest element
• Donated space in the newspaper
• Other promotional possibilities – websites, newspaper promotional material giveaways such as bags and
pens, ad space for booth space at an event to sell subscriptions.
Promotional Value: Make sure you look at the value the media partner is giving their product in kind or trade. Ask: is
this the true worth? For example, the value of website presence has declined over the last couple of years. Make sure
the value they place on listing your product or contest on their web site is realistic – this could vary depending on the
success of their website.
SECTION FOUR: CRISIS COMMUNICATIONS
Crisis communications is a branch of public relations that you hopefully won’t have to deal with. It’s about dealing
with negative images of yourself or your company in the media.
Let’s say you install a hot tub at a local community centre, and five kids develop severe rashes after using it. The local
media get a hold of the story and the next thing you know, everyone’s talking about how bad your company and its
products are.
2. Crisis Interviews
Let’s say a reporter wants to interview someone from your company about the rashes.
And lastly, you can’t afford to say the wrong thing when your reputation is already on the line. If you aren’t
comfortable dealing with the media under pressure, this might be the time to hire a professional to speak on your
behalf.
We hope you enjoyed our ebook. Please get in
touch with us for your complementary communications strategy proposal.