DIY PR for your small business requires time and effort but to get results you need to start on a sound footing. That means having the answers to seven key questions - otherwise your do it yourself PR efforts could be wasted. https://www.youtube.com/watch?v=Yr5Q5C5YM7I&feature=youtu.be

1. Do it Yourself PR
Want profile and exposure for your business but
don’t know where to start?
Answer these seven key questions to get you
started on the right track for doing your own PR
Debbie Leven
www.prcoach.co.uk
© Copyright, Debbie Leven, 2014
1

2. 1. What do you want to achieve?
Just saying ‘to get sales’
is not good enough
Be specific, make it
measurable, put your
dream into words – write
it down
© Copyright, Debbie Leven, 2014
2

3. 2. Who do you want to target?
Define the people you want to
get noticed by
Profile them
Get inside their heads
© Copyright, Debbie Leven, 2014
3

4. 3. What do your target audiences
think, feel, believe about you now?
How can you prove what you
say?
What further research is needed
to back up your claims?
Do views differ between
audiences?
© Copyright, Debbie Leven, 2014
4

5. 4. What do you want your target
audiences to think, feel believe
about you in the future?
Define how you want to be
seen and perceived
That dictates the messages
you use in your PR
© Copyright, Debbie Leven, 2014
5

6. 5. Where do your target audiences go
for information, tools and resources?
TV and radio programmes
National, regional and local press
and media
Trade and special interest
magazines, publications, websites
and blogs
Membership newsletters
Social media
© Copyright, Debbie Leven, 2014
6

7. 6. What makes you different
from competitors?
Use as few words as possible
Back it up with proof
© Copyright, Debbie Leven, 2014
7

8. 7. How does your product/service
benefit customers?
Human interest and benefits
are what journalists are
interested in
Capturing those will be core
for your PR
© Copyright, Debbie Leven, 2014
8

9. Next steps
Do your research
Write your plan
Get creative
Put your PR calendar of activity
together
Get busy
© Copyright, Debbie Leven, 2014
9

10. Outline example of a PR Calendar
Activity
Jan
Feb
Mar
Apr
May
Jun
Press releases
Commenting on the back of other stories
Systems in place to source stories
Feature article placement
Guest blog opportunities
Information guide
Events/ meetings
Speaker opportunities
Exhibitions
Blog on website
Website
Materials – leaflet, annual review, hard
copy newsletter
E-communication – e-newsletter
Branded items
Monitoring coverage, keywords, stories,
competitors
Social media
Stunts
© Copyright, Debbie Leven, 2014
10

11. Need help with your PR?
Call me now on: 01923 606223
Or email me on: debbie@prcoach.co.uk
To discover the one PR tactic that generated
£15,000 of business for a client, sign up at:
www.prcoach.co.uk/pr-help/
© Copyright, Debbie Leven, 2014
11