PR is competitive but it can be leveraged throughout the year. A business has to take advantage of unexpected opportunities of publicity when they occur. PR can be a means of seizing the moment and putting a product or service in the mind of the target audience. For sustained media presence and fame, a business can commit itself to long-term effort and follow a few simple guidelines as given below.

Maintain a relationship with the media

Sending thank-you notes to people who have written about a business or put it on air always helps. Sending media contacts information about what a business is  up to, or a brief letter with a new product brochure, or a personal note with a news release can be impactful.

Make the most of publicity opportunities

Publicity opportunities should never be turned down. A business has to make time when opportunities arise, the ‘no time for interviews’ does not utilize the benefits of publicity at all. Even if the opportunity seems a small one, it should be seized. A producer, a journalist, or a host might get a job with a bigger media outlet and may remember to give publicity to a business they had positive association with in the past.

Subscribe to a clipping service

The surest way to get copies of what people write about a business is to subscribe to a clipping service. A clipping service gives businesses copies of media content that are related to their brand. Clipping services charge a monthly fee and a certain amount per clipping being forwarded to a business. Clipping services that have a good reputation and are known for their speed should be chosen. If a business is being quoted several times a week, it makes sense to hire a clipping service. If they are not, then the PR team can track the media mentions. If the business has a storefront or an office, clippings can be framed for customers and clients. Some restaurants have reviews posted on the window next to their menu. Clippings should also be included in media kits and new ones with attached personal notes can be sent to potential clients and reporters.

See also  Keeping Track of Market Competitors

Post links on the website

In the ‘news’ area of the website of a business, links to media coverage can be posted. Even if it is not recent, people should know that a business is being talked about.

Recycle publicity materials

Every instance of publicity that a business has received should be assessed to see how they can be used again and again. For instance, letters to the editor can serve as news releases. They can also become op-ed pieces. An appearance on a talk show can become content for a notice in the local newspaper.

Assess successes

If a publicity campaign went well, it can be analyzed and the knowledge can be used for the next PR campaign. A news release that gets a lot of positive response can also lead to useful hypotheses that can be used for the next one.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.