Shine Communications - Word of Mouth

Word of Mouth

Sue Currie explains the benefits of getting free publicity for your product or service.

All of you would know that word of mouth is a very powerful public relations weapon. But not everyone realises that one of the best ways of generating it is through publicity. Publicity is getting free editorial coverage in newspapers or magazines or being talked about on radio or television.

It is very effective when it happens they say publicity is seven times more effective than advertising.

What is Public Relations?
Public relations includes a variety of tactics that strengthen your credibility, enhance your image or influence public opinion. These tactics, such as speeches, special events, promotional activities, product launches and product give-aways; sponsorship, newsletters, annual reports and media releases are targeted to an audience. PR involves communicating who you are, what you do, why you do it, and how you make a difference.

The terms public relations and publicity are often misused. They are not interchangeable. Publicity is only one function of public relations. It is media coverage news stories, feature articles, radio talk show interviews, television appearances, editorials and reviews.

Publicity can be gained through effective media relations such as media releases or news conferences; press kits, press tours and personal letters or phone calls to editors and reporters.

PR for You
Most large businesses even those with substantial marketing and advertising budgets devote considerable resources to public relations because they realise it is one of the best and most cost-effective ways for them to attract customers and increase their business. Small businesses should look at the benefits of PR and positive media coverage because it can:

	Attract customers
	Increase demand for your products or services
	Gain an edge over your competitors
	Enhance your credibility and prestige
	Get your message across without the expense of advertising
	Create goodwill in your community

Free Publicity
Reading an article about a product or seeing a story on the news has a lot more credibility but there are no guarantees that your story will get a run.

One of the unique characteristics of publicity is that you have little control over whether your media release or news conference will be covered. Editors have complete control over a publicity item. They are the ones who decide if it will be used and they also have the editorial license to alter or use only part of it.

This is where an expert can help one who understands how to make your media release stand out and be noticed and also someone who has good media contacts and strong working relationships with various journalists and editors. Free publicity is really misleading as it does cost money to employ an expert to promote your product or to pay a staff member or yourself (time is money) to handle what is involved.

The Five Ws
Here s a few tips on how you can write your own media release and attract interest in your product or service:

	First and most important thing have something interesting to say consider the Unique Selling Point
	Write a catchy headline short, punchy phrase
	Bright opening strongest point first
	Content the 5 W s What, When, Where, Who and Why
	Use memorable quotes
	Title it Media Release and always include the date
	Include contact details of telephone, mobile, email and website address
	Use letterhead and keep content to one page
	Send your release to the appropriate person do your research
	Follow up media liaison
	Suggest a photo or photo opportunity that will add to the impact of having your information publicised

Coordinated Approach
To ensure the success of your public relations campaign, PR objectives should be clearly defined and developed as part of the overall marketing strategy. The best results will be obtained through a coordinated approach to all your marketing, advertising and public relations activity. Your key messages, information and branding should be included on all your marketing and PR collateral.

Publicity is a very valuable tool but is often overlooked as a true means of creating interest in a product or service. Normally public relations is an afterthought to an overall marketing campaign and can represent only a small percentage of the overall budget but it can work very well and produce tremendous results.

Not all publicity will help to increase sales but it can generate public goodwill and promote corporate images, product awareness and help to build the overall company brand.

You have my permission to publish this article or an extract in your PR communications if you include the following information:

Written by business educator Sue Currie, the director of Shine Communications and author of Apprentice to Business Ace – your inside-out guide to personal branding. Sign up for free monthly tips on personal and professional PR at http://www.shinecomms.com.au/subscriber.html and learn more about how you can achieve media recognition, enhance your image and shine.