手機(jī)版
For small business or even individuals, managing your public relations campaign may seem impossible. Don't ignore the many opportunities you have to get free coverage with your own PR campaign, though.
對(duì)于小公司或者個(gè)體戶來(lái)說(shuō)，運(yùn)作公關(guān)活動(dòng)似乎是不可能的。但是，不要浪費(fèi)了你所特有的許多免費(fèi)的公關(guān)機(jī)會(huì)。
1. Press Releases 新聞發(fā)布會(huì)
Any effective PR campaign is going to include press releases. When you have news about your company and products, write a press release and distribute it to the appropriate media outlets. Be sure you know how to write a press release because there is a big difference between advertising and public relations.
任何有效的公關(guān)活動(dòng)都包括新聞發(fā)布會(huì)。如果你想發(fā)布任何關(guān)于公司或產(chǎn)品的信息，那就在一家合適的媒體發(fā)布新聞吧。但是要確保你知道如何寫新聞發(fā)布會(huì)，因?yàn)閺V告和公共關(guān)系有很大的區(qū)別。
2. Press Kits 新聞資料箱
Your press kit, or media kit, is an invaluable tool you can use to promote your company. From trade shows to product launches, there are a number of good reasons you must create a press kit.
你的宣傳資料袋，或媒體資料袋，都是你可以用來(lái)宣傳公司的寶貴的工具。從貿(mào)易展會(huì)到產(chǎn)品發(fā)布會(huì)，都有很多的理由讓你做一個(gè)宣傳資料袋。
3. Use Your Blog 利用你的博客
Your corporate or employee blog is an excellent way to keep you visible to your customers. Making your blog a regular part of your public relations campaign gives you exposure to customers, journalists and it even provides you with word of mouth advertising.
公司或者職員的博客都是向顧客宣傳公司的絕佳途徑。將博客作為公關(guān)的一部分的話，可以讓你更好的接觸客戶，記者，這樣可以讓你贏得不錯(cuò)的口碑。
4. Working With the Media 與媒體合作
Make no mistake. The media is not required to give you coverage. Public relations is your ability to get free publicity. Knowing how to work with the media will help you come off as a pro even if it's your first media event. You also want to develop a long-lasting relationship with the media so you can start to develop contacts in the industry as well.
不要犯錯(cuò)。媒體并沒義務(wù)為你做新聞報(bào)道。這就要看你是否有讓他們免費(fèi)幫你宣傳的公關(guān)能力了。即使你是第一次做媒體宣傳活動(dòng)，如果你知道該如何與他們合作的話，也可以讓你成為一名出色的公關(guān)。你也需要和媒體保持長(zhǎng)久合作的關(guān)系，以便日后你更好的發(fā)展業(yè)務(wù)聯(lián)系。
5. Organizing Media Events 組織媒體活動(dòng)
PR is more than blitzing the media with your press releases. Organizing media events is an outstanding way to get multiple media outlets to come to you and give you free exposure.
公關(guān)不僅是讓媒體幫你發(fā)布新聞而已。組織媒體活動(dòng)無(wú)疑可以讓你獲得更多的媒體支持，也免費(fèi)增加了你的公眾曝光率。
Be creative when coming up with ideas. Just because you have a news conference doesn't mean the media will show up. A groundbreaking ceremony with a local celebrity or other prominent figure to address the crowd increases your chances of getting publicity over the same event with just you and your employees sticking some shovels in the ground. If you're working with a children's charity to raise money, the media will be more likely to show up if you're hosting a fun event like snow skiing in summer for the children who the charity helps rather than you just filling out a check to hand over to the director of the charity.
在出主意的時(shí)候要有創(chuàng)新。媒體不會(huì)因?yàn)槟阋挥邢敕ň蛶湍惆l(fā)布。邀請(qǐng)當(dāng)?shù)孛嘶蚱渌艘黄饏⒓庸镜钠仆恋涠Y，和僅僅與你們公司的職員動(dòng)一動(dòng)鏟子相比較而言，加入這樣的活動(dòng)可以增加你的公眾知名度。如果你是想通過(guò)贊助兒童慈善機(jī)構(gòu)來(lái)獲取更多的利益，那么不要僅僅開一張支票給慈善機(jī)構(gòu)的老板了事，多為兒童舉辦一些如夏季滑雪這樣的運(yùn)動(dòng)才可以更好的吸引媒體。
6. Learn Crisis Management 學(xué)習(xí)危機(jī)管理
You can learn crisis management from corporate giants because not every aspect of public relations is going to be pleasant. You may have to deal with product recalls, lawsuits or even deaths of employees while on the job, for example. The numerous possibilities of what can go wrong are something you have to be prepared for before they happen. You can't anticipate everything that can occur but you can learn effective crisis management to prepare you for the future.
你可以從公司巨頭哪里學(xué)到危機(jī)管理，因?yàn)椴⒎撬械墓P(guān)都會(huì)有愉快的結(jié)果。比如說(shuō)，你或許會(huì)處理產(chǎn)品回收，訴訟，甚至是工作中員工的傷亡。你要提前做好一切可能出錯(cuò)的對(duì)策。你不能預(yù)測(cè)會(huì)發(fā)生什么，但那時(shí)你可以學(xué)習(xí)如何有效的管理危機(jī)，為將來(lái)做好萬(wàn)全的準(zhǔn)備。
