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How to Use One Article to Launch your PR campaign

» Introduction
How to use one article to launch your PR campaign and enhance your marketing and advertising efforts.   
» Step 1
Public Relations is best used as part of a long term marketing strategy.  Yes, you are able to achieve short term goals via PR.  As soon as you land that first newspaper story or TV interview, you’re able to start utilizing your media.  But, to be truly effective, too, you have to look at the big picture. Yes, keep your business and marketing short term goals in mind, but real PR value comes in utilizing your media to achieve your long term objectives.  Many companies fail to understand how they can utilize and repurpose their media in their marketing and advertising.
» Step 2
For example, let’s say you land an article in a local newspaper.  It helps some, but the circulation isn’t that great and you didn’t receive the type of response you were looking for.  But, that article affords you new, powerful ammunition to reach your long-term goals.  One article can:
» Step 3
Help establish you as an expert in your field and separates you from your competition.
» Step 4
Provide you yet another media tear sheet that you can pull quotes from for your press releases and bios.
» Step 5
Offer you a tear sheet to send to larger publications, TV shows and radio shows to pitch your story.
» Step 6
Provide you quotes and information that you can use in your advertising, direct marketing, etc.
» Step 7
You can also turn a local article to a global new story by utilizing social media and the Internet.  With some time, effort, and creative pitching, a single local article can turn into an appearance on Oprah or an interview in Time.  So remember, that small article, isn’t so small after all. 

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