Elevate Your Public Relations Message - If You Can Talk About Your Company, You Can Do PR

When you think of public relations, do you think of a team of agency people, at their desks, strategizing and making calls on behalf of their clients with a well-thought out pitch and familiar media contacts? That picture is indeed true and plays out at agencies across the country every day. I am from that world and, in fact, still live in that world as the co-owner of a public relations agency.

Do I think that scenario is an effective one? Yes. Do I think it's necessary for every company to have their own "agency" and "people?" No. For years Microsoft was my client and, certainly, they are an obvious example of a company that needs - and believes heavily - in PR. Microsoft's work is complex, involves hundreds of departments and thousands of stakeholders.

But, the truth is, not every company needs an agency. What about for a small business, perhaps with no employees, to date, and only one offering or service? This business needs public relations AS MUCH as Microsoft, but for different reasons. For this business, PR can mean breaking out of the clutter of competitors, garnering essential new clients, building a brand and, possibly, even the difference between surviving the next year or not.

I realize, there's a good chance this same company is not yet at a stage where they can hire an agency. So here's the answer: do your own. Does this sound crazy? It shouldn't. If you can talk about your company, you can do your own PR. It's really that simple...or almost.

Before you can talk about your company to a reporter, you do need to do a few simple things. First, make a list of what makes your company or service special. Second, take that list and turn it into an "elevator pitch," or something you can communicate to someone in the same time it takes to ride one to two floors with them in an elevator. By the time the doors open, whoever is "riding" with you should know what your company does, what makes it special and why they should care.

Last, pick up the phone and give your elevator pitch to a reporter. Or write it down and email a reporter. One thing to note is that for different reporters, the "why they should care" part may change. For example, if you have a cake decorating bakery, a food reporter may care because you are utilizing unique ingredients in your confections. However, the local news may care because they often look for humorous stories related to "hot news" they are covering and your bakery is offering donkey and elephant cakes in honor of the elections.

If you're nervous, pitch your friends or colleagues first. And you might want to cut your teeth on smaller local publications to build your confidence before tackling a national outlet. But remember this, the media will be writing about companies - in your industry - probably doing what you're doing. Hone your elevator pitch and there's a good chance one of the companies they write about in the near future could be yours.