Public Relations – Getting the Word Out
Public relations, aka PR, is the placement of informational news and feature articles about your company in the media your customers read, watch or listen. It’s meant primarily to generate awareness, not direct sales. However, these messages can be powerful because they give the impression of being endorsed by the medium in which the story appears. And PR is relatively inexpensive compared to other forms of marketing. The downside of PR is that you can’t accurately predict when the information will appear, if it will appear intact with its original perspective, or even if the editor deems it newsworthy enough to publish at all. This all depends on the timeliness of the subject, the availability of space or time, and the relationship you or your PR professional have with each editor. Besides press releases and articles, a PR campaign may include press kits, newsletters, informational programs, charitable activities or special events. For example, to get the most exposure for their new line of digital noise-cancelling aviation headsets, Sennheiser held their product launch event at the premier general aviation air show in the world – Oshkosh.
Generating Story Ideas for PR
When developing a story for press releases or articles, remember the audience who will be reading it. Press releases are often called “news releases,” and news is the operative word. The editors who choose whether or not to run your piece have just one thing in mind: Will my audience care about this story? So think like an editor. No matter the topic you’re trying to publicize – an innovative product, an expansion or upgrade, a business merger – try to find an angle that offers some benefit to the potential reader. Tie your story to an industry trend, a timely event or a topical subject whenever possible. Conducting surveys or providing relevant tips for readers are always sure winners for getting published, while also positioning you as an expert in your field. During the writing process, focus on hard facts, mentioning the most important first, and forego any self-serving sales copy that may turn editors off.
There Is Only One Thing In The World Worse Than Being Talked About, And That Is Not Being Talked About.Oscar Wilde
Aviation Marketing Consulting is expert at utilizing this cost-effective marketing tool to build awareness and generate interest for your aviation business through press releases, articles, white papers and events.
Which Should Come First: Advertising or PR?
Let’s say you have a new company. It’s got all the elements of a good brand, but no one knows about it. What’s the best way to break into t
he market – advertising or PR? If you answered PR, you’d be right. Why? Because it’s a new company, you probably have an interesting story to tell about your business: why you created it, the benefit it provides, etc. And PR is more cost-effective than advertising, even in smaller local markets. This can be a big consideration for a start-up with a limited marketing budget. Advertising builds interest over time, but it’s costly. So, unless you’ve got deep pockets, it’s best to utilize PR when you launch a new business, rather than do extensive advertising.