From time to time it is important to use PR activity to generate awareness of your business in your local press. This is usually free and forms a valuable part of a coordinated marketing strategy. Here are 12 top tips to get your PR campaign off to a good start.

Getting your business noticed can be done in many ways. This London comedy club has decorated the outside of their building with graphic art to sell their message.

1. Be the first, the newest, the oldest, the biggest, the smallest: Different is great. Journalists get sent a constant stream of “average” all day long – so make sure you stand out. It’s a great idea to write down your USPs (unique selling points) and see if you can spring a press release out of them. For instance you could be ‘The first UK photographer to offer honeymoon photography as part of your wedding package’. Now that would cause a stir and create a great news story.
2. Introduce something new or improved: Make it clear why it’s better and what problem it solves. ” Have you ever wondered what to do with all those family negatives and prints in the shoe box? – Well here’s your answer…”
3. Mark the passage of time: Has it been a year, 5 years, 10 years since something significant happened? Always use anniversaries to launch promotions and get free publicity in the process.

Sometimes the message can be lost amongst the noise and confusion. Keep your PR story straight to the point and the message clear.

4. Announce a new member of your team: Doesn’t have to be anyone senior, even junior staff can sometimes make the business pages. Pinpoint the thing that made them the right person for the job and publicise that. “Tina’s portraits has created such an impact in the Bolton community she has enlisted the help of Jo Shippe to manage her clients album and frame production…”
5. Win an award: We are all award winners but the real winners are those photographers that generate publicity off the back of a win. “Celebrated local photographer John Wilson snaps up yet another award…”
6. Win a big or small contract: Don’t be afraid to boast – contract wins attract other contracts. “Tina Smith of Nantwich has won the contract to photograph the dancers and cast of the such and such show here in Newcastle. Her exemplary use of black and white photography secured the deal…”

Make a bold statement that is simple to grasp and use a striking headline or photograph to grab your audiences attention.

7. React to a current story: Give your opinion on something in the news (national or local) that’s relevant to you. Julie and I have been asked to comment on celebrity wedding photography issues in the national daily newspapers. Being called upon to act as a local or national expert adds great credibility to your brand.
8. Announce other publicity you’ve had: If you’ve been featured in Professional Photographer magazine, tell your local paper.
9. Offer a series of articles to your local press: Share your expertise and help a newspaper fill column inches with interesting new content. Don’t worry too much about your writing skills, newspapers employs sub-editors to worry about that.

Try to make big impact with your message and get it noticed by as many people as you can.

10. Get involved with a charity: Don’t just give cash, that’s dull, give your time instead. Use your resources to do something exciting and different that will also raise cash for an exciting charity. Local charities that help children are a favourite among journalists.
11. Do something in a different way: Particularly if it’s “always been done this way”. That’s what Richard Branson and Stelios do. The possibilities are endless for us photographers as there is a strong public perception of how we do things.
12. Spot a trend and comment on it: Turn yourself into a commentator on a specific problem in our industry. Be refreshingly honest – for instance: expose the hidden secrets of the studio up sell and then explain how contemporary photographers like yourself are bucking the changes.