Successful Public Relations Relies on the 3 Basics

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Public relations can be a scary concept to the uninitiated. The term conjures up images of manicured marketing specialists speed-dialing harried journalists right down to the moment a publication is “hot off the press.” Although this scenario certainly has some basis in truth, the most effective public relations campaign is much more calculated and certainly less stressful. The best-managed public relations campaigns allow companies to have some control of the way the public views them, and this is done through honest, consistent communication with the media. The three basic forms of media communication are the pitch letter, the press release, and the feature article.

The first step in the promotion campaign is the pitch letter. The pitch letter promotes the company and essentially sells the story about the organization to an editor or journalist. The pitch letter can be difficult to write because people fail to research the audience of the media they are targeting. Without knowing the types of readers and the types of articles a publication provides to those readers, a pitch letter can fail before the first words are ever typed. The audience must be established in order to determine the type of information about a company that is relevant to them. Although the pitch letter should be as brief as possible (usually one page, in business letter format), all the facts that support the story should be included along with all contact information.

The second step in the promotion campaign is the press release. This is easiest way to get a story to the largest audience possible. Although it’s directed at a particular audience, the press release is the message itself and should focus on the facts as well as the audience. If the release doesn’t contain any actual news, don’t send it out. Self-serving hype will only cause editors and journalists to toss it into the circular filing cabinet. It needs to be written about timely announcements, good news, bad news, or reaction to changes in the marketplace. Be sure to use the inverted pyramid style keeping the main facts at the beginning for people who may not have time to read the entire release. Remember that the press release is going to professional writers, so make sure it is written in as professional a manner as possible and in the standard accepted format. A press release that focuses on presenting facts rather than endorsing sales will generate authority, credibility and establish trust in editors and journalists.

The third step in the promotion campaign is the feature article. Once an editor decides to publish a story about a company or product, it is the company’s job to treat it as a forum for public education and supply the most current information possible. One of the most powerful feature stories is a case study. Case studies allow a company to focus on a product and how it has solved a problem or helped evolve the marketplace. Similar to a press release in regards to providing factual information, the feature article allows more creativity and imagination in that they paint a descriptive mental picture. Always include the background of the product/company, the context in which it is used, and the human interest aspect that it addresses.

Taking the time to craft professionally written pitch letters, press releases, and feature articles will speak volumes to editors and journalists when they decide whether or not to use a company’s story. The reputation of the company, the editors, and the journalists are all on the line when false information is published. Researching the facts and becoming an expert on the product, service, and company that is being promoted will help consumers determine whether a company is ethical and honest – or not. Even in the event of bad news, confronting it head on and letting all sides of the story be told will add credibility to an organization. Developing an honest public relations campaign will not only bring recognition and profit to a company, but ultimately more recognition and respect.