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November 5, 2010
News Releases Aren't Everything

We just wrote about keeping news release headlines short, so they get read on Google. Now comes a piece noting that even well-used press releases aren't everything. PR is a continuing process. 

"Management is thrilled about the media coverage and subsequent interest in the company," notes Stefanie Guzikowski in the Portsmouth, NH, Herald. "But then the company does nothing on the public relations front for months and the excitement fizzles. The news, and the company, are forgotten."

An all too common scenario, she advises.

Indeed, good public relations require continuing engagement. Memories can be short, and marketplace distractions all too prevalent."

Unfortunately," Guzikowski writes, "out of sight means out of mind, and if you're not visible on a regular basis, people will forget about you — or turn to your competitors. Not communicating with key audiences may also lead to bad impressions — like your company is failing, you're "hiding something," or you don't care enough to communicate with your constituents."

She suggests these tactics to stay visible:

Spread your news out

Implement events – that is, targeted activities like open houses or sponsored lunches

Leverage ambassadors – Ask friends, family and colleagues to be word-of-mouth promoters.

Donate your time and expertise – Conduct free Webinars, speak at events, participate in roundtables, donate your products or services to the community. Get in front of people to build awareness.

Leverage social media – Cultivate contacts on Facebook, Twitter, LinkedIn et al.

Guzikowski , as it happens, is "chief passion officer" for Portsmouth-based E&G Public Relations LLC.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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