Getting publicity requires work. To recap the process, you’ve got to think like a reporter, develop your angle, write a good headline, an enticing lead and a good release, proof your release, develop a targeted media list, develop relationships with everyone on that list, and then fax or mail your material. Follow up is essential too: call and ask if your release was received. Ask if it was appropriate, and don’t push too hard. Remember: this is a relationship, so treat it that way.

Why Do PR Anyway?
With so much effort involved, and uncertain results, why bother with publicity anyway? Spending no time on public relations can translate into missed opportunities. The media has air time and column space to fill with stories every day, and if you don’t make an effort to reach out to the media, your competition may get the publicity that you could have had for your organization.

Dan Droz is Chairman and CEO of Droz Marketing: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.

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