If you have ever dabbled in PR you will have heard the phrase ‘what’s the hook?’ 

You need something to ‘hook’ the media in and want to cover whatever you are doing, or for it to feature in their publications/TV or radio slot. But remember – PR is also about forming relationships with current and new customers, so don’t forget them when you are working on your PR plan  

So what is your message?  Make sure it is creative, interesting; something different. 

Tip 1 – create a relationship with your local media

It is worth creating a positive relationship with your local media, so sending info and press releases on to them regularly.  This means they are more likely to feature something you have done if it is different or quirky – they already know who you are after all!

Tip 2 – Live Promotion

Using our brand ambassadors or sales staff on the local streets, or further afield can really help.  This is their job, they are there to promote your brand in the best way possible.  Make sure your branding is on everything, T-shirts, balloons, giveaways – another way of getting free publicity.  They can also take some great photos (or you could get a local photographer along to take some photos) and send them in with your press release – a picture speaks a thousand words, as they say.

Our brand ambassadors – if well briefed – can also talk to any local press, local radio or TV who attend your event or promotion about what is going on and what they are up to.

Tip 3 – Launching something?  Organise a media event

Media events are a great way to announce or launch something.  Worried you need a significant audience?  You can Rent a Crowd from us – we are well versed in supplying crowds to bolster audience – you choose how many you need and what you would like them to do, and how you want them presented?  i.e in business clothing, a certain age group, do you want them to take notes, listen attentively, cheer?  It’s up to you but it will certainly give your media event a boost!

Tip 4 – Be Digital

Make sure your website and social are up to date and you are regularly posting and putting information on there.  Make sure your “about us” is up to date and if you have a press release for your PR which they can go on and take – all the better.  Added to that, how about a few hashtags?  Always worth checking if they are being used already and if so, who is also posting on them.  If it’s a competitor or something inappropriate, pick something different!

Make sure you have a media enquiries tab and if someone gets in contact, get back to them ASAP before they lose interest, and provide anything extra they may want.  Same with customers – if someone gets in touch with questions, get back to them as soon as possible.

Tip 5 – utilise social influencers

Social Influencers are now crucial to a good brand strategy.  They need to fit with your target audience and you need to decide not just who to pick, but what you want them to do?  If it’s a product launch you could hire a number of different social influencers to promote your brand 2,3,4 times over the space of a few months and if they are comfortable speaking to the press, you could put them in touch to talk about what they like about your offering – be it a service or a product.  With influencers, you can determine their focus.

Here at Envisage, we don’t tie you in with an extensive contract with our influencers, if you want to test them out, you can hire them for a short period of time – or even for a number of posts – its entirely up to you.

Tip 6 – what makes you stand out?

This is where the creative and different bit comes in.  We can provide crowds, flash mobs, brand ambassadors, presenters, even entertainment performers if it’s an event.  Are you thinking of a publicity stunt, or breaking a record?  Have a think and let us know what your idea is.  If you are breaking a record you might need extra professionals to help you out – we can provide that.  Or if it’s a publicity stunt, you might want a crowd to witness it?  We helped promote a film called Frank by providing promo staff with masks to catch the tube and walk around parts of London to get people talking.  And it certainly did that.

Tip 7 – if it’s a launch event, make it fun!

For your events to be successful, the key is making them fun and memorable. No need to spend large sums of cash, but be creative and original. Hire actors, dancers, mascots and entertainers to entice crowds and please the journos who may show up.  Our costume performers are great at getting people to relax, and are always a great picture op.  They are more likely to report an event if fun is involved!