PSPA Grass Roots PR Program
PR Tips #2

‘Message’ Should Highlight Uniqueness, Generate Interest
What’s should people know about you and what you offer? In other words, what’s your message? Decide what’s unique, memorable or especially appealing about your work: a creative digital treatment, an “extra mile” customer service, etc. Measure its strength by what the public will think about it, not necessarily what satisfies you. Then make it the message – the consistent theme – in all your communications to the marketplace.

What’s PSPA’s message promoting school pictures to the public on behalf of its members? • As timely as special-effects imaging, as timeless as a cherished tradition
• The best option for cost, convenience, creativity, continuity and capturing memories
Your message should define you. It should form the foundation of every “pitch” to the press. It should be the basis of every “news hook” you develop to get news coverage. It should generate interest, which will, in time, generate additional business. So, what’s your message?

A Little Bit o’ Publicity Can Go a Long, Long Way
Generating publicity is like buying a home: The first time can be the toughest, but it makes the next time easier. Appearing in print or on the air confers immediate credibility – credibility that can be “leveraged” to gain more publicity, and more credibility. Once the press has listened to you, they’re much more likely to listen to you again. You become familiar, a known commodity, someone who was trusted before and can be trusted again.

If the local newspaper publishes an article about you, frame it and hang it in your place of business. Buy reprints or make copies and add them to your info packets and sales kits. Include a “has appeared …” line in your professional biography for any time you show up on the air or in print. As part of all future pitches to the press, mention that you’ve been quoted previously. In general, start to act like an “expert” – humble but authoritative – in keeping with your growing public persona.

Make Sure You’re Talking to the Right Press Person
You don’t read the “Living” section of the paper for business news, and you don’t expect the weatherman to report sport scores. Different members of the press cover different types of news. Who’s going to cover yours? A little preliminary research can save lots of time and frustration as you get ready to “pitch” your news to generate publicity.

An expansive article on the front page of the Sunday metro daily would be nice. But you’re more likely to attract press that 1) focus on local / community news, and 2) appeal to a local / community audience. Weeklies and monthlies are fertile territory. At the daily, which editor is responsible for feature stories or the “Neighbors” section? At the local TV affiliate, who hands out the “Bright Spot” assignments? Perhaps there’s a tech writer who would be impressed by advances in digital imaging, or a business reporter who writes pieces on local “success stories” with an interesting “news hook.” Make sure you’re bending the right journalistic ear.