How to Prepare for PR Opportunities

Tuesday, October 08, 2013

by Julianne Smith

If you’ve decided that you want to earn publicity for your company, the best thing you can do is put in a little work in advance to get yourself organized.

What do I mean? Literally, pull all of your details and information together and put them in a file so that when it comes time to act or respond to a media request, you are ready to go. Gathering your materials early will help you to develop and fine tune your portfolio. You’ll be able to put your best face forward, because you actually spent time thinking about it and weren’t rushed. It will also help you to quickly respond to any additional or last minute PR requests that come your way.

Depending on your company, here are some things you should consider putting in your PR folder: 5-10 diverse photos of your work (high resolution as well as smaller ones that can be emailed quickly); a few, well-crafted sentences describing your company; some really short buzz phrases to describe your work; samples of your product, in case you need to mail some off; answers to typical questions about your company (history, size, location, specialties, etc.); and a sample pitch to an editor.

When an editor contacts you or asks for information, whether you started the conversation or not, you need to respond quickly. If you take two weeks to respond or spend time waiting for your photographer to send you photos, you’ve missed your opportunity. Your competitor has already responded and taken your PR spot.

When an editor asks for something, they generally needed it yesterday. The faster you respond, even if they decide to sit on it for a month, the more likely you are to get published. It shows you are helpful, you are professional and that you know what you are doing.

Originally published August 2010

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