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Both Simone and Jules have worked in many different roles in sales, advertising, design, sales promotion and marketing over the last 20 years. It is their belief that there is nothing more effective than publicity when building a brand.

• It’s more cost effective when compared to advertising – basically, you get more bang for your buck!
• Editorial is more believable – people don’t buy magazines for the ads
• PR is not for everyone’s business – you do need an ‘angle’ or a point of difference ie. innovative product or service
• It is extremely effective if targeted and pitched well
• If you KNOW your target market you can focus your campaign on reaching that market

TOP 5 DO'S AND DON'TS FOR PR

Top 5 Do’s

1. Find a unique point of difference in your product/service – if it is new that can be enough on its own, if you have a great person for interviews USE THEM
2. Write a good media release and get a great pic  (interviews-bio)
3. Identify your target market and get to know the media that your target market are consuming you can get an up to date media list – Margaret Gee / Media Net – or develop one yourself
4. Send out personalised emails to the media (where possible) and attach your press release, pic
5. Follow up with phone calls and/or or emails

Top 5 Don’ts

1. Don’t assume your story is interesting – find an angle
2. Don’t make typos or spelling mistakes or use bad grammar
3. Don’t forget with a good pic your story is halfway there
4. Don’t forget to follow up more than once
5. Don’t forget websites, blogs, podcasts or search optimization

Top 5 tips for finding a good PR company

• Find people that believe in your product.  Trust your intuition.  Do they get it? If they are excited then they will be able to get the media excited
• If you are a small business try to use a smaller PR agency where you will be a big fish in a small pond
• Use word of mouth – ask your friends and people you trust
• Ask what to expect for the money you will spend – we like to say that your return should be at least 3 x what you have spent however success can be measured by the number of  ‘hits’ (articles) or the number of targeted people that have been reached
• Insist on a three month trial and give them time.  It takes a while to get the ball rolling!