Public Relations:
Getting the Attention You Need

Public Relations is all about getting information about your organization out to the public. Free press is usually generated by press releases that you send out, most are now sent via email. Many services are available to distribute your release to a wide audience.

To get lots of press you have to be newsworthy. Your local newspaper may print every story submitted, but a larger paper, radio, television, magazine or website may have plenty to choose from so you will need to stand out.

If you are paying for public relations services, you should be getting a proactive agent looking for opportunities to publicize your organization and control your image. A skilled volunteer could fill the same position. In this role it is very important to fully understand your organization and to be up to date on all activities, programs, events and changes. At the same time, your PR representative needs to be looking for ways to gain publicity.

A good press release is essential. If you are creating your own check Resources for help. A good press release includes:

1. A standard release format that is easy to read.
2. A headline that gets attention while it clearly introduces the content.
3. A brief statement about your organization at the end. This should be carefully worded and consistent from one release to the next.
4. A link to your (up-to-date) website and pictures on your site.
5. Contact information for the person who is ready and able to provide more information.

It is also a great idea to include a schedule of your Tours

Larger organizations may also use polling or focus groups to gather information about the public’s perception or opinion. Check Resources for information on using these techniques.

Social media is also a consideration, tap into the strength of the Internet to share information or attract attention. Social media refers to activities that integrate technology, social interaction, and some combination of words, pictures, videos and audio. It may include popular sharing sites or blogs.

Blogging is a way for you to continually share thoughts and ideas, some of them may gather momentum and build your circle.

Public Relations are one of the important elements of Marketing.