PR Tips

When PR pros ask about a company’s publics, are they asking about its consumers? Sometimes. Consumers, however, are just one of PR’s publics.

Is a “message” the same as a headline? While they do share common thoughts, they are not necessarily stated in the same way.

What does the media look for in a news release? The answer often begins with the Five Ws.

The following articles offer some insights into these commonly asked questions about public relations: Publics, Messages, and Reaching the Media. And, for more information, check PR Books.

Who Are Your Publics?

Public relations activities are directed to an organization’s publics, groups of people with something in common. While your publics will include your target markets – consumers who currently or could potentially buy your products or services – your publics also include other influential groups.

Try to identify your publics because, individually and collectively, they can make a big difference in the success of your business.

For example, a hospital’s customers are its patients, and the hospital’s mission is to do the best it can for the individuals in its care. In order to achieve this goal, the hospital has to strategically target and communicate with many other publics, sometimes referred to as its stakeholders (groups who have a stake in the hospital’s success).

A hospital’s internal and external publics or stakeholders would include:

Consumers – past, present and prospective patients
Family and friends of patients
Employees, including various categories of the hospital’s administrative, medical and maintenance staff
Doctors and other professionals affiliated with the hospital
Volunteers (those who help patients and those who help with fundraising)
Board of Directors
Donors
Investors
Neighborhood residents and businesses
Government officials – local, regional and national
Professional associations
Vendors selling services and products to the hospital
Media that would cover hospital issues

Given your marketing communications savvy, you know that you must attract new customers while keeping your current ones through repeat business. We should all, however, identify and remember our other publics: groups that may never use your services or buy your products but who could refer business to you; and groups whose abilities, dedication or influence keep your business viable.

Thus, a public is a group with something (shared interests, demographics, goals, etc.) in common. Can you identify five of your publics?

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What Are Your Messages?

You communicate with your publics through messages – clear and distinct thoughts that you want your publics to remember about your organization and its products or services.

Suppose you’re driving down a highway in central Wisconsin and see a billboard that reads:

Aunt Fanny’s Home-Made Apple Pie…Next exit east.

Simple headline, but it makes the point. Now, how about:

Got a taste for the best home-made apple pie in central Wisconsin? Exit here for Aunt Fanny’s Café. OR: Aunt Fanny’s Café makes the best home-made apple pie in central Wisconsin. Next exit east.

On a billboard or in an ad, it’s a descriptive marketing headline; however, it’s also an effective PR message. It targets a specific consumer in a clear way: If you’re in the neighborhood and enjoy home-made apple pie (and, as is implied, other home-made cooking), then Aunt Fanny’s Café is what you’re looking for. The message makes a memorable and relevant point.

Aunt Fanny’s could also develop a message targeted to local residents:

Let Aunt Fanny’s Café cater your next party – home cooking as you like it, without the fuss.

Or, another message reminds residents of one of its community contributions:

Aunt Fanny’s Café serves home-made Meals-on-Wheels to local residents.

Before you develop your messages, consider your marketing and public relations objectives. Who are your publics in addition to consumer markets? What do you want to say to them, and why do you want to say it? What should they know about you? How can you establish common ground with your publics/markets through your messages?

Messages should initially be stated as full sentences, although some will evolve into short headlines for marketing and advertising purposes. This approach helps you clarify your position and the benefits you offer different publics. You can start with the subject (your company, product or service); continue with an active verb (not passive, such as “has” or “is”); and, conclude with benefit/s to your targeted public.

If you only had 30 seconds to tell your consumers what your organization does and who it benefits, what would be your message (not your headline)? And, if you have five publics, consider a message for each of them.

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Reaching the Media: Press Releases & Pitch Letters

Some marketers find public relations writing a challenge. They can write targeted, catchy headlines and engaging marketing or ad copy that attracts consumers. On the other hand, figuring out what a journalist (the recipient of PR copy) wants to know might seem complicated.

To attract the attention of the media (Internet news sites, newspapers, radio, TV, magazines, or newsletters), you have to first attract the attention of journalists – the “gatekeepers” to your publics. This could be the medium’s editor, reporter, producer, or even a TV anchorperson.

These professionals are looking for newsworthiness, which is usually presented to them through a press release or pitch letter.

News Release

Also known as a media release or press release, a news release primarily focuses on timeliness or NEW news – something that just happened, is happening right now, or is about to happen. The media release can introduce a new product, service, process or idea; it can announce an upcoming event, company appointment or a book; or, it can present new information from a clinical trial, survey or research study.

When you write your press release, begin with journalism’s Five Ws:

WHO is making the new news (company, person) and WHO will benefit from the new news (users, consumers)?
WHAT is the new news (new product, event, appointment)?
WHEN is the new news occurring (yesterday, today, next month)?
WHERE is the new news occurring (specific location address, or distribution channels)?
WHY is this new news newsworthy (cure for a disease, new product, first renovation in 20 years, etc.)?

While the Five Ws should introduce your news release, you do not have to present them in this order. You could start with WHY, or a problem-solution introduction. The real issue is that you have new news or timely information. If you do not, then you should consider a pitch letter rather than a media release.

Pitch Letter

A pitch letter enables you to approach the media with newsworthy information, even when you do not have a “new” announcement. For example, if your organization produces a product that is being used in a new context, this has feature potential. Or, if your social service agency is responding to more people with a particular need that might reflect a trend, this is newsworthy. A pitch letter allows you some flexibility.

Whichever approach you choose, it should be professionally presented. Check your grammar, punctuation and spelling. It’s equals it is; remember the apostrophe. Notorious, notoriety or infamous imply something negative; do not use them when you actually mean famous for a positive reason. Avoid unnecessary boldfaced, underlined or CAPITALIZED text. Stick to objective facts, and do not use superlatives, fluffy adjectives or “cutesy” words. Although there are times you can have “fun” with press materials, try to avoid sales or marketing language.

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Here is a sample of a press release and a pitch letter.

NEWS RELEASE
October 1, 2005

Contact:
John Doe,
Public Relations
777-312-4444IntoShoes@groovy.com

INTO SHOES
CELEBRATES 50TH ANNIVERSARY

Located in downtown Somerset and well known to individuals looking for comfort, quality and style in their shoes, Into Shoes celebrates its 50th anniversary in October. As part of its celebration, Into Shoes will donate two percent of its October sales to two nonprofit organizations: Somerset Child Care Center and the Somerset Social Services Agency. “We work and live here and always give back to the community,” says Bobbie Grant, owner.

Since 1955, when Into Shoes initially focused on a few brands of comfortable shoes, the store has tripled its size at 600 State Street, and now offers more than 50 brands of women and men’s shoes from many international designers. While customers primarily come from Somerset and surrounding communities, Into Shoes also attracts shoe buyers from many miles away because they appreciate the eclectic variety and comfort, quality and style.

“In today’s market, when most shoes are sold through national chains, we’re proud to be celebrating our 50th anniversary and to be one of the relatively few independent retailers,” Grant adds. “We thank our customers for making this event possible.”

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Date
Name of Editor
Medium
Address
City/State/Zip

Dear (name of editor),

This month, Local Family Services is launching a new, three-year program at Orchard Junior High School that will address interpersonal violence and other inappropriate, aggressive adolescent behaviors. Chill-Out, based on the national Second Step Middle School/Junior High Violence Program, has been funded by the Village of Somerset through a grant from our state’s Department of Human Services.

As you know, schools across the country are affected by students who exhibit abusive or violent behavior, sometimes with tragic consequences. Families from every background struggle with children who – for various reasons – fight, are physically aggressive, bully others or destroy property. Somerset’s pro-active approach to juvenile delinquency prevention began in 1990 with the formation of the Somerset Youth at Risk Task Force. Support of Chill-Out reinforces the village’s commitment to maintain a healthy, effective community for its residents.

Chill-Out will target 250 new youth and their families for three years. Second Step, an evidence-based model program, focuses on 6th, 7th and 8th grade students. The program increases children’s ability to solve problems, think independently, manage their anger and impulses, and constructively address the many issues they face. By the time they enter high school, these teens will have learned important skills. Because there are currently no school programs that specifically address juvenile delinquency prevention, Chill-Out becomes the first.

Local Family Services was selected as the implementing agency for this program because of its long history of providing quality prevention programs for youth throughout the metropolitan area.

We’re sure that Somerset Times readers will want to know about Chill-Out, and we look forward to helping you in any way we can. Feel free to call Margaret Thomas, principal of Orchard Junior High School, at 123-456-7890. If you need other resources, let me know.

Thanks for your attention to Chill-Out.

Sincerely,

Jane Doe
Public Relations
Local Family Services

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Books about Public Relations

As you consider your public relations strategy, here are a few of the many books available to help you.

Complete Publicity Plans – How to Create Publicity That Will Spark Media Exposure and Excitement, written by Sandra Beckwith, published by Streetwise Publications in 2003.

Public Relations Writing Form & Style, written by Doug Newsom and Bob Carrell, published by Wadsworth Publishing in 1995.

Winning PR in the Wired World, written by Don Middleberg, published by McGraw-Hill in 2001.

Publicity on the Internet, written by Steve O’Keefe, published by John Wiley & Sons in 1997.

Public Relations on the Net, written by Shel Holtz, published by the American Management Association in 1999.

Dealing Effectively with the Media – What You Need to Know About Print, Radio and Television Interviews, written by John Wade, and published by Crisp Publications in 1992.

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