Organisations that generate good PR or publicity generally have one thing in common. The person representing the organisation in the media is inevitably well known as an expert in their field and relied upon for providing insightful, knowledgeable information about their area of expertise.

When assessing your PR strategy, a good place to start is by asking how your business gives you specific insight and expertise that may be valuable to others.

Once you are clear about your area of expertise in the market and how you can distinguish yourself from the pack, it’s time to start networking.

Here are some tips:

• Start by building a list of all the publications, groups, online forums and events that are relevant to you and your business. Think about how you would like to be represented via these forums and start planning. By being clear about what you want to say, and which channels are available to communicate it – you’re half way there.

• Start blogging. It’s a great vehicle to practice articulating your response to current issues as an expert in your field. To make the most of your time investment, be sure to be active in your online community, leave comments on other blogs and take part in conversations.
• Network with journalists that specialise in your field. Journalists reporting on specific industries are always keen to develop their contacts that can provide them with valuable insights. Perhaps start with an email introduction highlighting your role and how you can connect the journalists with reactions to industry news, customer case studies or offer to write an opinion piece or by-lined article about a hot topic likely to be of interest to readers.
• Take part in industry events and discuss with the organisers about how you could potentially be involved as a speaker or run a break out session at an event. Event speaking opportunities are often tied to sponsorship investment, but don’t be shy – last minute opportunities could pop up and those who organise these events can be an important part of your network.
• Create a dialogue with key players in your industry. While there may be competitive issues at play, good value often comes from collaborating with your peers to expand your network and create positive PR opportunities. If it’s possible to facilitate such a relationship where you can refer them for opportunities and vice versa, it’s a great way to increase your exposure.

Good Luck!

Corrie McLeod is the Managing Director and founder of Espresso Communications, a full-service communications consultancy. Established in 2004, Espresso adopts a distinct flavour in connecting clients with its stakeholders via the media and a range of social media tools. Corrie is a skilled public relations professional who brings a fresh approach to the industry by combining her business nous with her strategic counsel, in-depth industry knowledge and relationships with the media.

Corrie has worked with clients including Microsoft Australia, Interactive Entertainment Association of Australia, The Motorcycle Council of NSW, TechnologyOne, Check Point Software Technologies, GEAR4 and LifeArt.

Connect with Corrie

Phone: (02) 9357 5544
Website: Espresso Communications
Email: corrie@espressocomms.com.au