I had the opportunity recently to chat with Meryl Rader, a local PR pro, about how businesses can use public relations as an effective part of their marketing program. Meryl is a former Senior Vice President at Porter Novelli International where she headed Consumer and Healthcare PR. She’s now president of Westfield-based Rader PR, which focuses on public relations for small and mid-size businesses.

“When you don’t have millions to spend on publicity like the big corporations do, you really have to make each dollar work harder for your company,” Rader says. “You can’t rely on publicity alone to get your message out. You have to use PR creatively. ”

Here’s how Rader helps her clients get the most out of their PR efforts:

Brainstorm for story angles.  When Rader worked with a client to launch a new oral health product, she focused on segmenting potential product users by unique characteristics or needs.  People who wore braces, those under stress, or with immune system deficiencies were among potential user segments.  She and her client then brainstormed to create separate story lines about how this product could help each user segment solve their unique problems. “Create as many story angles as you can,” says Rader. “It helps to have a variety of hooks when you pitch your product to editors.”

Get to know the right media. Visit the magazine rack at any bookstore and you’ll see numerous specialty publications.  Read the publications that serve your target markets and get to know their point of view and editorial calendar.  Many publications also have an Internet presence, so you’ll want to investigate those as well. You’ll also want to research radio and cable networks that broadcast relevant programs.

Pitch your story at the right time. When Rader worked with a small pharmaceutical company on a new flu product launch, their story pitch would have fallen on deaf ears if they called editors in the middle of the summer.  Instead they pitched it closer to the beginning of flu season, and their launch got excellent media coverage.

Create a lasting buzz.  Rader advises her clients to use referral programs, contests, coupons and samples to boost the effects of PR.  Her oral health client ran a fun celebrity-related contest called “Whose Lips Are These?” to draw attention to their product.  The client also sent samples to a magazine’s product testing department, which resulted in a multiple mentions in the magazine.  The product also received the publication’s seal of approval, which got more media coverage.

Reuse your PR.  Use PR as a building block by reusing any publicity you get, says Rader.  For instance, if your product was featured in a local cable broadcast, get the broadcast video out to your sales team or send it directly to prospects. This reinforces your message and extends your impact.

The Marketing Advantage appears monthly in Union County Voice Magazine. 

Ms. Kasprzak, principal of Advantage Marketing & Associates, is a certified management consultant who specializes in helping B2B clients connect with their customers to achieve greater sales revenues. She can be reached at LKasprzak@advantage-marketing.com or 908.233.6265.

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