Initial Steps to Managing Your Own PR with Traditional Media

Moving ahead of why small businesses should do their own PR. In this article, we are restricting to broadcast media i.e. radio and T.V., print media and touching online a bit with blogs etc. Social media is an exhaustive tool and hence we will talk about them separately.

The first step to managing PR with print media starts with preparing a list of press contacts. A PR agency would of course have a exhaustive and ready to use list which otherwise is a tedious task. That is why they claim to have an edge over others in doing your PR with traditional media. However, with the websites like Gibbie press, you can get a press list which can be filtered to cater to your need. Another method of preparing your press list is to contact key press reporters and reviewers at a trade show. Else you can try contacting few of them individually. This list would also include broadcast media.

The second step is handling inquires from press reporters. Press reporters keep looking for information and comments from experts. They keep posting requests for the same purpose. Try looking for services like http://www.helpareporter.com/ which have long list of media inquiries. You can selectively answer them. It is important that your answers should not sound like spamming.

You would also require to master in writing the press release. It should not sound like an ad or a promotional campaign. It should be to the point news with claims that are supported by facts. It should not have exclamatory sentence. In the modern times, stress is given on the structure, form, outlet and means of how the news is delivered. Try getting some help online in writing your press release as every good press release will build lasting relationships with media. Remember not to boast and be to the point and truthful.

The process of building PR starts with firing some press releases from time to time. It does not happen in one day that you make a big story. It includes releasing the news and them follow-up on the mails and calls that you receive and then analyze how it has impacted. Free tools like Google alerts can help you in this. Prepare for the second release accordingly.

Once you have successfully done the press release, respond to emails and phone calls with a sense of urgency as press-reporters work under stringent deadlines. Hence you should have an understanding of deadlines and lead time and other essentials of the trade. Remember not to overdo the mails or calls as it might annoy your contacts.