Why you need both PR and publicity

Seth Godin recently wrote on his blog about the differences of PR (aka public relations) and publicity.

He makes a good point. As many PR firms out there only do publicity, but unfortunately that's what most businesses want.

That's why there's a lot of press release writers out there. You tell them the topic you want a press release on - and they write it to help you get publicity. And many do a great job - and many clients see amazing results.

However, when it comes to really focusing on bring in the business, strategy is needed in addition to the press releases. Sending out press releases without a strategy behind the effort is often a waste of time - and money.

Instead, you need a plan that uses press releases as a tool to promote your group coaching program. Here's how I develop a plan for my clients - and it's what you can use to develop your plan as well:

1. Determine the real goal: Are you creating a brand (your image) as a coach? Promoting your group coaching program? The two are related, but really different things.
2. Know your target market: Wendy Y Bailey, founder of Group Mastery, talks about this a lot with her Group Master candidates - and so do I. Why? If you don't know who your prefect prospect is, you'r basically shooting a target with a blindfold on.If you don't know who that person is, you can't choose the right public relations efforts to reach them.
3. Develop interesting angles (or news hooks) that resonate with your perfect prospect: One great way to do this is to piggyback on current events and holidays. For example, as a group coach that women entrepreneurs helps attract more clients through publicity, I used Be Heard Day, as a launchpad to reach my target market.
4. Find out what media your target market consumes: And this is more than just traditional media. Think social media and the Internet as well. Although it was great bragging rights, when I got one of my clients on Oprah, I reminded her that the target market of The Oprah Winfrey Show wasn't her perfect prospect, as they could not afford her wares. For the best return on investment (ROI), focus on the right media for YOUR audience.
5. Disseminate your information in the best method for the media you have chosen: Remember, not all media outlets want email, or a press kit, or a phone call. It is YOUR job to find out exactly how media professionals want it.

And by the way, the last one is very important. You see, the key to public relations is in the last word. It's about "REALationships." Build real relationships (which means the give and take of every real connection you make) and you will see the best results in your public relations efforts, just as it is with building your group coaching program!

Shannon Cherry is the publicity/media expert for Group Mastery. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.