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Posts Tagged ‘public relations’


Can Your Business Benefit From an Incubator?

June 23rd, 2010 ::

Joining a business incubator has, in all honesty, never even crossed my mind.  Many young businesses rely on a hodgepodge of networking events, memberships in groups like Business Network International and chambers of commerce, and the advice and counseling of a business coach to facilitate growth.  The more I thought about it, the more I wondered how beneficial a business incubator could be.  More importantly, what have I missed out on?

To pique my curiosity, I looked up the incubator closest to me: INC.spire in Reston, VA, which is part of the Greater Reston Chamber of Commerce.   I already knew that business incubators basically serve as a convenient one-stop-shop for growing companies, though many have restrictions on company age, industry, location, financing in place, etc., including INC.spire.  

Let’s start with these interesting stats from the National Business Incubation Association (NBIA):

Number of business incubators in North America, 2006: 1,400.
Number of business incubators in North America, 1980: 12.
Companies still in business five years later: 87%.
Non-incubated companies/startups still in business five years later: 20%.

Based on those stats alone, I’d have to say, yes, your business could probably benefit from an incubator.  Aside from a high rate of success, incubators offer a comprehensive list of services, including a lot of advice from experts in various fields, to support a company’s growth and success.  INC.spire’s services include:

Mentors.  Each client is matched with a personal mentor selected from the incubator’s Advisory Council

Advice.  One-on-one legal, marketing, public relations, human resources, government contracting, and finance advice.

Networking.  Networking events with other incubator clients, incubator alums, Reston Chamber boards and members, and business leaders in Northern Virginia.

Public Relations.  INC.spire press releases about its clients, incubator client profiles in INC.spire and Chamber newsletters, and introductions to the local press.

Office space.  A fully furnished office with high-speed internet and access to the Chamber’s meeting rooms for a small monthly fee.

I don’t know about you, but I could definitely use mentoring and operational advice every once in a while.  No matter what industry you’re in, no matter how young or old your business is, having someone guide you, answer your questions, act as a sounding board, share best practices, and help you solve a particularly vexing problem is invaluable.  All that free publicity INC.spire offers is pretty awesome, too, though I’m sure not every incubator offers that service. If you’re interested, NBIA can help you find a business incubator near you. 

Have you used an incubator to jump-start your business?  I’d love to hear from you and perhaps profile you in an upcoming blog post.

Public Relations 101

January 27th, 2010 ::

Doesn’t it always seem that the cool people in books and movies have jobs in fashion, advertising, or public relations?  The cutthroat fashion industry is equal parts glamour and anxiety, but hey, they look good.  Advertising jobs require patience, creativity, determination, and a thick skin.  Once you take away the cushy paycheck, you are left with demanding clients and a lot of stress.  However, if the entertainment industry is to be believed (ha ha), the people who work in advertising are young, thin, sartorialists of the highest order, and really, really good looking. 

The public relations industry is treated the same way, but only if you work in sexy fields—fashion, hospitality, retail, and interior design spring to mind.  At its most basic level, though, public relations is all about four things: generating interesting news (or press) releases, sending that news to the right people, pitching stories, and, if need be, containing damaging news/stories. 

For small business people, getting press is a great way to boost visibility and position yourself as a leader in your industry.  You are doing something newsworthy!  You must be important!  To get you started, here is a step-by-step guide to creating an in-house public relations machine.

  1. Before you even write a press release, you need to put together a targeted media list. Start with your local and regional newspapers and magazines.  They are always looking for interesting news stories, and, especially in this economy, they like to write about upbeat, local success stories.  Figure out who covers your industry by looking up the publication online; if that doesn’t yield a definitive answer, call them.  If you live near a major metropolitan area, repeat this process with that city’s newspaper.  Next up are the regional and national publications that cover your industry.   Again, repeat process of figuring out who to add to your list.
  2. Now that you have a targeted media list, sign up for a press release distribution service like PRNewswire, PR.com, or pressreleasepoint.com.  Your press releases will be sent out to thousands of media outlets and further your chances of getting press.
  3. If you’ve never seen one, surprise!, press releases are formatted in a certain way.  Use a search engine to look up “press release templates” for a visual example.  If I explained it here, I’d just be wasting space.  Just remember two things:   Write them on an electronic version of your letterhead and insert what’s called a boilerplate at the end (it’s basic information about your company, such as your mission, years in business, etc.).
  4. Time to think of newsworthy press releases to distribute.  It’s easier than you think.  One of my clients is a wine bar restaurant located in a quaint, historic town.  I write and distribute press releases for them twice a month (consistency is key in the restaurant industry).  Here are subjects I have written about: new menu items, new wine flights, profile of the chef, a wine cooler giveaway, a regular nutrition series they host that is led by a holistic nutritionist, wine dinners, a new produce vendor the supplies them with local and mostly organic products.  I think you get the idea.  
  5. When you send out your first press release to your targeted media list, preface the message by introducing yourself and saying “I’d like to add you to my media list”. 
  6. Once you are comfortable sending out press releases, you can pitch stories to writers (via phone).  If you are about to launch an exciting new product for example, decide where you’d like that story to appear most.  Call the writer at that publication and tell them why you think this story would be of interest to their readers.  If they say no, choose another writer to call.  Be persistent!   

Once you send out a press release, whether or not it’s published, put it on your website’s “news” page.  If you don’t have a news page, you need one!