 Public Relations Best
Practices
Raising Your Local Profile
Let’s Give ‘em Something to Talk About…
by Michelle Bauer
Ever notice how some executives and companies are talked
about all the time? Looked to for leadership? Regularly
profiled or quoted in the media?
Ever ask yourself why, with your expertise and your
organization’s achievements, you’re not among them?
If getting the notice you deserve from the prospects and
influencers whose recognition you want most tops your
wish list for 2008, read on. The following tips will
help you position yourself as a subject matter expert
and opinion leader in your industry and community.
1. Share your company news regularly. This is an obvious
recommendation and one you can stay on top of easily.
The good old press release – a one to two page notice
announcing things like executive hires, new clients and
partnerships, product launches, awards and recognition,
expansion or relocation of your business, etc. – is very
effective in reminding the public of your company’s
progress. Post all of your releases in the news section
of your web site as well. Even the smallest companies
should expect to have one news event per month that’s
worthy of sharing with the world.
A few words of caution: First, make sure your press
releases actually contain news, have a good lead
paragraph, and a succinct quote from a relevant
spokesperson. Second, align your expectations with
reality. An announcement that your company is sponsoring
a charitable event may not make it into the papers, but
sending it out and placing it on your web site’s news
section keeps people informed about your company’s
community involvement.
2. Get out there! Networking is as important for the
“face” and “voice” of the company – usually the CEO and
a few other key management team members – as it is for
the sales force. Know to which professional and civic
organizations your customers, prospects, and influencers
belong. Join them and actively participate. Serve on a
committee, or better yet, serve on their boards.
We always recommend that our clients join or try to
serve on the boards of three organizations: one that’s
industry specific, one that develops your talents (i.e.,
executive councils or leadership organizations), and one
that’s completely unrelated to your business, but taps
into one of your other passions. Arts and cultural
associations, organizations that develop the talents of
children, or societies that raise funds to battle
illnesses are all examples of other places you might
channel your energy while raising your community
leadership profile.
3. Give your web site’s news section a makeover. If your
web site’s news section is already populated with links
to regularly issued press releases, white papers,
presentations, downloadable executive headshots and
bios, FAQs, and articles published about your firm,
you’re in pretty good shape. But if you have just one
lonely press release from 2005 sitting there, you’ve got
some work to do. News sections are important because
they give the visitor a snapshot of company activities
and milestones, a sense of who’s writing and reading
about your company, and an understanding of the sectors
in which you have influence.
Building and maintaining a great news section certainly
makes it easier for reporters to find the information
they need to write about you, and keeps other key
constituents like customers, prospects, investors, and
potential new hires informed about your company’s
progress.
4. Create a Speaker’s Bureau page on your web site.
Position yourself as the “go-to” person for your
specific field of expertise. Develop a one page PDF
document with your headshot, areas of specialization,
and a listing of relevant speeches or presentations
you’ve delivered, classes you’ve taught, white papers
you’ve published, etc. Highlight other experts in your
organization in similar fashion. Send your PDF with a
short note to reporters and industry analysts that cover
your industry, letting them know you can provide them
with information and expert commentary on X, Y, and Z.
Do the same with industry associations in your field as
well as with those to which your prospects belong.
Invite them to call on you for expertise on specific
subjects and let them know you’d be happy to deliver
presentations or participate on panels at their
conferences and meetings.
5. Blog. Blogging always sounds fun, until people
realize that good ones require lots of dedication.
Creating a blog that has a distinctive voice and
develops an enthusiastic following requires a minimum
thrice-weekly commitment. Your blog should have a
specific point of view on topics and communities you
wish to influence.
Blogs involve a more direct level of engagement with the
public and an expectation of radical transparency that
makes some executives uncomfortable. But sharing your
expertise and opinions and inviting others in your field
to do the same can establish you as a thought leader,
someone who is framing conversations that are shaping
the future direction of your industry. And if enough
people join your conversation and share your blog with
others, your views can quickly gain traction among
highly coveted targets in your industry across the
globe. So if positioning yourself as a thought leader
beyond your local community is a priority, we think a
blog is a must.
Understand that the investment of your time will be
considerable, and that most people rely on
communications professionals to assist them in reaching
these goals. But if you follow these suggestions and
make a habit of getting your message out consistently
and regularly, you’ll be sure to attract the notice you
deserve.
Michelle Bauer is CEO of Common Language, a strategic
communications firm headquartered in St. Petersburg,
Florida. Visit
www.common-language.com for more
information.
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