Using PR To Generate Business

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Public Relations as a marketing strategy can take
the form of writing articles or columns for local
newspapers, magazines, websites, offering an
advice column, being a content expert for the
media; television, radio or newspaper interviews,
writing a press release, or having stories
published about your clients and how you helped
them.

Public Relations can be great for building
credibility and prospect awareness, but generally
does not result in an immediate surge of sales.
The major benefit of PR is that it positions you
a recognized expert and creates awareness of you
and your services.

Getting press coverage for your business just for
the sake of seeing your name in print is a
complete waste of time. Public relations should
be an integrated part of your overall marketing
strategy.

As a fitness professional, the easiest way to get
media coverage is to start locally with your
neighborhood or regional newspaper. It's easier
to get your message heard by them then the
national press also they are always looking for
good stories about local business owners. Getting
local coverage can lead to larger coverage. Also,
don't forget local newsletters and similar
publications. They are generally much easier to
get into and can help set you apart as a
recognized expert.

When you pitch a story have an angle. Ask
yourself, why is my story newsworthy? What's
different about my service or my business that
goes against the norm? Don't try to use the
reporter as your sales person. They hate a slick
sales pitch. If you simply want to sell your
services - buy an ad.

A great way to go about this is to piggyback
current events or to make your pitch about one of
your clients and how you have helped them. Make
your client the subject of the story. This
approach has the added benefit of giving you a
client for life. Like I said - whenever possible,
try to tie it into a national event or trend.

When you get press coverage be sure to leverage
it.

Here are 6 ways you can leverage the press you
get for maximum effect:

1. Send out a press release when your article or
interview comes out.

2. Create a press kit that includes your bio,
company overview, services offered, and all the
interviews or articles you have done.

3. Put your press kit on your website by making
it electronic.

4. Get reprints of your article and send it to
your prospects as part of their direct mail
package.

5. Send your press coverage to your local chamber
of commerce if you belong. They are always
looking for good stories about their members to
print up in their newsletters.

6. Use your coverage to land speaking
engagements. Send a reprint of your article to
pertinent meeting planners and associations you
want to speak at then follow up with a phone call
to pitch your presentation.

Dedicated to Growing Your Business,

Pat Rigsby

P.S. - Would you like a complete client attraction
system to follow and over 20 done-for-you,
ready-to-use marketing tools that will produce a
never ending stream of new clients? If so, go to
www.megamarketingforfitness.com
Fitness Consulting Group

PO Box 1539
Elizabethtown, KY
42702-1539
US

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