Question

The publicity from Public Relations reaches a far wider audience than advertising generally does. Sometimes, your story might even be picked up by the national media, spreading the word about business all over the country.

1) From the point of view as a manager discuss the key to securing publicity and identifying your target market and developing a well-thought-out public relations campaign.

Write a 2-3 page double spaced paper using a 12 point font. This assignment is due by 04/30/2020 in class and will be graded based on depth and clarity.

Answer 1

As a manager the key to securing publicity and identifying your target market and developing a well-thought-out public relations campaign are discussed below. We all know that publicity from public relations has greater credibility with the public than does advertising. Readers feel that if an objective third party like magazine, newspaper or radio reporter is featuring your company, you must be doing something worthwhile.

Sometimes a question araises that, Why do some companies succeed in generating publicity while others don't? It's been proved every time again that no matter how large or small your business is, the key to securing publicity is identifying your target market and developing a well-thought-out public relations campaign. To get our company noticed, follow these steps given below

1. Write your positioning statement.

​​​​​​This is the first step to be followwd and it sums up in a few sentences what makes your business different from the competition.

2. List your objectives and goals

ist your top five goals in order of priority. Be specific, and always set deadlines. Ex.to create a high profile for our business.

3. Identify your target customers.
Are they male or female? In What age range? What are their lifestyles, incomes and buying habits? Where do they live? Etc.

4. Identify your target media.
List the newspapers and TV and radio programs in your area that would be appropriate outlets. Make a complete list of the media you want to target, then call them and ask whom you should contact regarding your area of business. Identify the specific reporter or producer who covers your area so you can contact them directly. Your local library will have media reference books that list contact names and numbers. Make your own media directory, listing names, addresses, and telephone numbers. Separate TV, radio and print sources. Know the "beats" covered by different reporters so you can be sure you are pitching your ideas to the appropriate person.

5. Develop story angles.
Keeping in mind the media you're approaching, make a list of story ideas you can pitch to them. Develop story angles you would want to read about or see on TV. Plan a 45-minute brainstorming session with your spouse, a business associate or your employees to come up with fresh ideas.

6. Make the pitch.
Put your thoughts on paper, and send them to the reporter in a "pitch letter." Start with a question or an interesting fact that relates your business to the target medium's audience. For instance, if you were writing for a magazine aimed at older people, you could start off "Did you know that more than half of all women over 50 have not begun saving for retirement?"

Then lead into your pitch: "As a Certified Financial Planner, I can offer your readers 10 tips to start them. on the road to a financially comfortable retirement . . ." Make your letter no longer than one page; include your telephone number so the reporter can contact you. If appropriate, include a press release with your letter. Be sure to include your positioning statement in any correspondence or press releases you send.

7. Follow up.
Following up is the key to securing coverage. So Wait four to six days after we've sent the information, then follow up our pitch letter with a telephone call. If you leave a message on voice mail and the reporter does not call. you back, call again until we get him or her on the phone. Do not leave a second message within five days of the first. If the reporter requests additional information, send it immediately and follow up to confirm receipt.

These are the main steps to be followed.