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SO WHAT'S THE ANSWER THEN?
Like many PR agencies in Stoke-on-Trent (and probably the world), we are often asked what the key to getting great media coverage is.
There’s only one answer – persistence! Oh and having good media contacts. And the ability to write a press release. So there are three answers. Actually there are four answers because you need to know what makes a good story as well.
Persistence is the key though in all honesty. You could have all of the other answers, and still not get anywhere without the determination to get that coverage.
The ultimate goal of any PR campaign has got to be getting a good spread in your local rag, or the top magazine in your trade (usually a good spread would constitute at least a page). Or it could mean a good interview on the radio or on the telly, with your biggest local station.
Ideally this needs to happen on a regular basis in the same publication (or radio station or whatever) - it helps you generate momentum and, in time, name recognition.
That’s what we all want because people like to buy from people they know.
Sadly this will not be achieved by getting a small three or four paragraph article hidden away in the corner of the page. It’s only real saddos like me who scour every newspaper and magazine – your customers and prospects are unlikely to do the same.
It’s pretty easy to organise small coverage like that, but since you’re not really interested in it, you need to get to know your target media title. Or more precisely what they like to use, and what they’re planning to use.
And you need to get to know the editor/producer.
Let me give you an example. This summer, Hanley Park in Stoke-on-Trent hosted the 2nd Six Towns One City Carnival. It was a great success and attracted between 15 and 20,000 people, depending on who you believe 
For three months in the run-up to the event, we organised articles in The Sentinel, our local paper, and interviews on Radio Stoke and Cross Rhythms, two of our local radio stations.
We’d had limited success, mainly getting the filler articles – those small pieces I mentioned earlier – into the paper.
At the same time, we’d been speaking to The Sentinel’s Feature Editor on a regular basis. It was worth the effort. Two days before the Carnival we got a massive spread in the What’s On section of the paper.
It was this, along with numerous plugs on Radio Stoke and Signal Radio (another local station) on the day, which helped bring a record number of punters through the gates.
So to have any chance of getting the coverage you need, you’ve got to be prepared to spend some time on your PR. But if you do that, you can succeed and without spending any of your hard-earned on someone like me!
A LEAP OF FAITH FOR A WORTHY CAUSE
A LEAP OF FAITH FOR A WORTHY CAUSE
WORK IS GOOD - IF YOU CAN GET IT!
PR JOBS: WORK EXPERIENCE = A WIN-WIN SITUATION!
And he may even help me bring in some new customers!
So it suits us, and it also suits Ben - he's about to start a Masters degree and wants to gain experience while he's at a loose end. It will look good on his CV when he comes to look for a proper job in a year or so.
THE SECRETS OF FREE MEDIA COVERAGE - AND HOW IT CAN HELP YOUR BUSINESS
We have organised the first Richard Swancott Associates PR workshop! It takes place at Lymedale Business Centre, Newcastle-under-Lyme on June 29th (1pm to 4pm).
If you come along you will discover how to get free media coverage for your business, and just how your business will benefit from a sustained PR campaign.
We will show you the secrets of writing press releases, namely what content editors and producers are looking for, and show you how to put an effective strategy together (i.e. who you need to send your press releases to).
Not only will an effective PR campaign drastically reduce your marketing spend, but it can bring in much-needed business - loads of my clients have reported an increase in enquiries after we secured a radio interview, or a feature in the right publication.
It is vital you keep marketing yourself during the recession. Most companies appreciate this but not all of them know how to do it with the limited budget they have. PR is the perfect solution to this problem, because all it takes is a small investment of your time building contacts and writing press releases.
Be under no illusions - your rivals will continue marketing themselves so you face a stark choice. You can decide to carry on marketing or go out of business. It's as simple as that - do you want your rivals to pick up business at your expense while times are tight? If you decide to save your marketing spend, you may not be around when the downturn ends.
Places at the first workshop are limited to 20 and cost £50 + VAT each. This includes a free lunch and time to network with other businesses - and the information you get will be worth hundreds of times your investment! What more can you ask for???!!!
Contact me on info@richardswancottassociates.co.uk to book your place.
Too much work - is it ever a bad thing?
The Beauty of being Self-Employed
This weekend was no exception. Following on from a campaign I did to push the Six Towns One City Carnival in Stoke last summer, I got in touch with Mick Stevens from the Acoustic Festival of Britain (http://www.acousticfestival.co.uk/).
He's asked me to promote the festival in North Staffordshire. Being a fan of music festivals and music in general I jumped at the chance. Pretty good bill with The Wonder Stuff and The Animals the must-see performances for me. Check out the website and come along if you're free this Bank Holiday weekend!
Anyway keep your eye out for news in your local papers, radio and TV stations and remember if you do hear something it's down to me!
WHY A DOWNTURN IS THE IDEAL TIME TO INVEST IN PR
Many businesses are tempted to reduce - or even eliminate - their marketing budget in a recession. THIS IS NOT AN OPTION! :)
Business is much harder to come by, as we all know! But it'll be a million times harder if no-one's got a clue who you are!
This presents a quandary. How do you carry on marketing your company, without spending a fortune? And how do you guarantee you'll get a return on your investment?
PR is the answer!
Any PR agency worth their salt - make sure you check their credentials first - will get coverage for you in multiple outlets, spreading your investment and maximising your audience.
Compare this with advertising, which would only get you into one title, concentrating your investment and limiting your audience. Or networking, which is limited to the people in the room at the time.
PR also guarantees you a return, because the primary objective is quality coverage - in other words page lead stories with eye-catching photos.
This carries lots of weight, as the audience will perceive it as independent because the story was endorsed by an editor, or a producer. And at the same time it guarantees you complete control over the message.
Compare this to advertising, where the message is distrusted, misunderstood, or in some cases just ignored. Or mailshots, which typically just find their way into our recycling boxes or deleted items folder.
Assuming you get the coverage you need from your agent, not only will you be spreading your investment - because you'll be getting into lots of different titles, each with their own audience - but that investment will be much smaller than paying for adverts of the same size.
The typical newspaper advert, for example, would set you back at least £150-£200. And that would only get you into one newspaper! And it would probably just be a small ad hidden away in the corner of the page.
Imagine if you could get into loads of different titles for the same kind of outlay!