Originally written by Owen Gough on Small Business
Think of your company’s name and reputation as an elite athlete. It has to be in constant training to stay in the media. You can’t just pitch up once a year at the racetrack and expect to win the race. Your competitors who have been out there in all weathers, missing nights out with friends so they could pound the treadmill, will take the glory.
Just like muscle, reputation builds and strengthens over time. You have to do the hours to earn the right to be written about in the press. And that takes planning. This is a simple guide to making a small business PR plan that will get you media attention. But a word of caution. A gym membership does not guarantee the body beautiful. You have to turn up day in day out to achieve your goals.
The goal
Know where you are going. Aim to agree a clear statement of the objectives for your PR plan. Use these questions to help you identify your objectives:
Why are you communicating?
What are you hoping to achieve?
What do you want people to do as a result of your PR?
Do you want people to:
know your name?
know what