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Using Public Relations to Generate
Leads of Prospective Clients
by Brian S. Konradt of BSK Communications and
Associates
Public Relations
Although not a popular form of marketing to secure clients in the short
term, public relations can help you solicit additional clients in the long term.
By getting your name and your company name in print, public relations lets you
position yourself as an expert in your field and lets you flush out prospects
whom you could not reach by other marketing means.
How To Use PR Effectively
Public relations means getting free advertising, usually in the print media.
You need to write a newsworthy press release that provides valuable information
to the publication's editor and to the publication's audience, otherwise your
press release will end up in the trash.
Many freelancers who use PR to
market their businesses develop press releases that offer a free report for the
publication's audience to request. Your free report should be related to your
freelance services. For instance, if you're an ad copywriter, you might create a
free report about 10 Ways to Improve Your Ad Headlines. If you're a direct mail
writer, your free report might be 15 Ways to Increase the Response of Your DM
Package.
You'll want to get your press
release published in only those print media markets that attract your type of
clients, otherwise you'll be soliciting people who'll only want your free report
and have no intentions to invest in your services.
Advantages of PR
A published press release offering a free report can:
-
solicit leads of interested
prospects—if the prospect is interested in your free information, you know
he'll also be interested in your copywriting services, since your free report
is related to your services.
-
put your name and company in front
of thousands upon thousands of faces and position yourself as an expert in
your field.
-
flush out prospects who are
inclined to invest in your services.
Disadvantages of PR
Due to editorial lead time, it can take between three and five months
(sometimes longer) before your press release is published. Or due to space
requirements or a poorly written press release, your press release may not even
be published—and there's usually no way of knowing.
If you want to use PR effectively,
send out a different press release to editors each month; this way, you increase
the chances of getting your press release published and editors begin to
recognize your name and business name which creates credibility and rapport.
Brian Konradt is the owner and operator of
FreelanceWriting.com, a Web site
dedicated to help writers master the business and creative sides of freelance
writing. Mr. Konradt is also the principal of BSK Communications & Associates, a
communications/publishing business in New Jersey, which he established in 1992.
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