So, how do A-list celebrities and corporations secure that ultimate public relations campaign that has them on everyone’s lips?
First, let’s talk about what public relations entails: fostering public goodwill and creating a favorable opinion for a product, person, or thing. Basically, it attracts consumer attention to a product and is generally a well planned campaign. Public relations is not about creating a one-shot hype campaign, planning a special event, and hosting a party for the media. That’s called publicity.
Lisa Price of the popular and multimillion-selling natural haircare company Carol’s Daughter certainly secures A-list PR now, however, that was not always the case. So what did she do?
She created both short-term and long-term plans, hired top-notch professionals — strategic marketing and brand expert Steve Stoute, along with celebrity endorsers including Will and Jada Pinkett Smith and Mary J. Blige — to promote her brand and business.
Most burgeoning stars and business owners hire a publicist, which can range from $2,500 to $10,000 a month. It is possible to do it yourself, and as the PR expert, I’m going to show you how.
These strategies will not only get you started; they will empower you to win and standout from the competition:
1. Define your message: Take the time to write and research what you want to convey, identify your target audience, your strengths, niche, and specify what you are offering that is different from your competition. It’s not always about being the best — it’s about being consistent and giving the same experience each time.
2. Create a logo: A logo also called the identity is the heart of your company and brand. The identity becomes the face for your brand and it must reflect the essence of what your company represents. While
you might think that you can create a logo yourself, consider that a company can spend millions of dollars to develop just one logo. I suggest using a professional. Visit graphic design organization sites such as AIGA and Graphic Artists Guild.3. Disseminate your message appropriately: What tools will you use to spread your message (press release, biography, blog, etc.)? If you want to get the most out of your budget, start with a press release and a biography (highlights of your success), a well-written biography can range from $500 – $3000. Also, begin to blog about your expertise and offer tips to garner media attention.
Monthly press release: This is generally used to announce something new with your company — it can be a product, award, new hire or new client. Press releases typically range from $250-$1000. Black News and National Newspaper Association each cost about $150
and will send out your press release to over 50,000 consumers. NNPA will send your press release to all the national black newspapers (over 270), and it will also send you a PDF of each story that is written about you or your product).Having an interesting and compelling press release is a sure-fire way to guarantee coverage. My e-Book, You Want Caviar But Have Money For Chitlins: A Smart Do-It-Yourself PR Guide For Those A Budget ($13.99) provides step-by-step tips along with a diagram to write an A-List release.
Media meeting: Read and get to know journalists who write about what you’re selling. If you like an article they wrote, send them a note, and definitely follow them on social media platforms like twitter and Facebook. Don’t always think about the pitch — get to know them first.
Website: This is your ultimate marketing tool to running a profitable business with an international presence. You will need to hire a Web designer or a Web hosting company to create the site. Visit http://www.smallbusiness.yahoo.com and http://www.networksolutions.com.
Be sure to choose an appropriate domain name. It represents both the Web address of your site and the name visitors will use to refer to your company. Keep in mind that you want to own and purchase your domain name to secure your rights as your brand becomes profitable. Many companies offer competitive pricing, visit Networksolutions.com and Godaddy.com.
What have you done to get the word out about your company?
Part II of creating A-List PR on a shoestring budget will continue next week.
Karen Taylor Bass, The PR Expert, provides entrepreneurs, corporations, and mompreneurs with essential branding, marketing, and public relations coaching; www.karentaylorbass.com and www.taylormademediapr.com. Follow Karen’s tips and Caviar & Chitlins moments at Twitter, twitter.com/prexpert.