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Do Your Own PR has gathered together a team of experienced business authorities to bring you their expert tips on getting publicity for and growing your business.
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Use your VA to guarantee a successful PR campaign
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by Emily Gordon of Do Your Own PR
Embarking on a PR campaign can be time consuming and nerve racking. So, delegating some or all of the tasks that you don’t like, don’t want to do or that you just haven’t got time to do really does make sense. Here we will show you how you can work closely with your Virtual Assistant to maximize your PR campaign’s success and create a long term partner to take some of the load off your shoulders and allow you to also get on with the business you started in the first place!
We’ll take you through ten ways to hand over PR activities to your VA, and ensure that both of you feel comfortable and excited about the whole thing!
How to hire the right VA in the first place?
Instant Rapport
This needs to be there. During the telephone interview do you get along? Does she give you the impression that she understands what your business is about and what she can do to help it grow? Does she make you feel at ease, and do you understand her and where she is coming from? Is she comfortable with taking on PR activities? If not try another VA.
Before You Begin
In general working over the telephone and internet you are relying on a ‘gut instinct’ but if you really feel that you want to meet your VA first, no matter how far away they live, most VAs will be totally agreeable to having at least one initial meeting face-to-face to get things up and running.
Try Her Out
Suggest a trial period before signing a contract and make sure that there is a get out clause which you can use if things don’t work out. Make sure you understand and agree with the terms and conditions in the VA’s promotional literature and check that the contract ensures confidentiality.
Day to Day
Give it a while; start off with a few small tasks and see how your VA handles them. Does she respond swiftly or do you have to remind her (you can’t take this chance if she may be contacted by journalists – they need immediate action)?
Respect her
Make your VA a partner in your business and share your successes and failures. Use her skills and talents and treat her as a sounding board for ideas too. It will make a noticeable difference to your business; helping you develop your sales, gain more clients and generally raise your profile.
How to get started
Once you have decided to use your VA as one of the key tools in your PR campaign the two of you will need to start off with a thorough briefing/brainstorming session.
Goals
Let your VA know the required goals and outcomes of your campaign. One way to make sure to undertake a brainstorming session, either in person or over the telephone. Together you could come up with potential contacts and ideas that you hadn’t yet considered.
Setting up a media database
Your VA can do the research for this by acquiring a list of publications and finding the contact details for your target hit-list of editors and journalists.
Once you have agreed on the type and scale of the campaign you can have your VA set up a media database. If you use a database such as ACT already then you could ask your VA to simply transfer these details here. However, you could easily make one up from scratch and it could even include all of your goals, aims, objectives and timescales so that your VA can keep you up – to – date and informed of how the campaign is progressing.
Editing and proofreading
Use your VA as an additional pair of eyes to proofread and edit press related copy such as press releases and tip sheets, as well as ebooks, ecourses and your own web site copy. How many times have you read websites or articles only to find spelling mistakes and punctuation errors? Sometimes when you write an article you can become so bogged down with the detail and the message that you want to convey that you simply overlook the final touches. Allowing your VA so to go over it with a fine toothcomb will ensure that any errors are corrected and that your business is able to continue to portray a professional image.
Cuttings
Rather than plod through all the publications, trade and professional magazines that you may or may not have been featured in after your campaign has started (journalists rarely let you know when something is coming out, you have to find that out for yourself), a VA can keep on top of all this and inform you when you are featured in the press.
But a VA can also clip any press articles that may be relevant to your business, even interview with competitors, or ideas for future markets, so that you are provide with a steady stream of useful information.
Sending out Press Releases
Physically sending out press releases is time consuming and can be stressful. What better way to avoid the tension than to get your VA to handle it for you?
Your VA is one step removed from your business and so can provide a professional and much less emotional outlook. It also gives your business a much more professional look and feel.
Placing articles
Writing articles is a great way to promote your business and present yourself as an expert in your field at the same time. You can get VA to place those for you on various free websites that publish articles. There are hundreds of these websites around and you could have your VA research the most prominent ones. We list top ten sites in our Promote Your Business by Writing and Selling articles ecourse
The more often your name, business and website are promoted (because of course you will have these listed at the end of every article), the more likely potential clients are to find out about you and to visit your site… leading to more potential sales.
Follow up calls
Once all the press releases have been sent out you can get your VA to follow them all up with a telephone call about a week to ten days later. It is quite useful at this stage to have a personal contact (i.e. your VA) and she can ascertain the general level of interest in your product, business or service as well as make a note of when to re-call as and when necessary. Editors will often be interested in your business but not feel that they have the time at the moment to discuss things further. They can let your VA know the best time to call them back and she can keep an up-to-date record of who to chase and when, building up a rapport with various people and publications on your behalf. When they are finally ready to talk, she can set up the time for both of you.
Keeping You Informed
It is at this stage that your VA will really come into her own. You will have been carrying on running your business as usual and in the meantime your VA will have contacted everyone on the list that the two of you made at the beginning of the campaign. She can send you the outline database or chart and you can then get a good idea of how things are progressing.
It can take months for some publications to come around to even looking at your press release and having someone on top of who has read what and who hasn’t is invaluable.
Your VA can keep you up-to-date with who wants to know what, whether you need to write another article or call them yourself. Your VA can keep on top of all of these contacts by regularly ringing around and acting on the most recent advice such as ‘yes, I’m interested but won’t be able to do anything with it for at least two months’. In two months’ time you could have a regular feature in one of your most sought after publications.
Your VA can also keep abreast of developments in terms of how you are achieving your initial goals and targets. If you said that you would have contacted 100 publications by the end of the first month then she will be able to remind you of this goal and to ensure that it is completed.
If you said that you will have written another press release and 2 new articles then your VA can also as your ‘conscience’ and ask you whether you have completed these tasks yet.
Your VA can really help you to get on with what you said you were going to do in the first place.
Fielding calls and dealing with responses
Let’s suppose that your PR campaign is wildly successful (and why wouldn’t it be?) and you are inundated with replies, questions and responses. You can’t handle the work load let alone the requests for interviews and appointments. Having your VA on board here can be hugely helpful in terms of fielding those inquiries that are really important and need tackling at once and those that can wait. Your VA can even be trained to help out with basic queries, and one of the benefits of building a long term relationship with your VA is that she will have an in depth and up to date knowledge of your business as well as an interest in seeing it succeed.
Sending out information
You can often find in business, especially where you are a sole trader or a small company that you are spending an awful lot of time in merely sending out information. Whether it be responding to initial enquiries, sending out promotional material or distributing your newsletter. Providing prompt responses and mail outs are vital to the success of any business but is one of the most time consuming tasks.
Running a PR campaign can involve loads of additional mail outs and having your VA on board to undertake this task can be absolutely essential. If as a result of a successful Press Release or article you are inundated with responses, it can prove invaluable to have your VA set up with an email address with your company name so that all enquiries are directed to her in the first instance. This will ensure that these are dealt with straight away and your VA can provide an initial personal response and enable her to sift out the more genuine enquiries while you spend your time dealing with those that are most promising in terms of leading to a new client relationship.
How to Get the Best Out of the Relationship with Your VA
Having a VA can be one of the most worthwhile investments that your make for your business. But it is surprising how many people actually under-use their VA. If you think of your VA as a developmental tool for your business, a marketer, who can win more clients then you have made the first step towards a rewarding and beneficial relationship. Your VA could easily pay for herself many times over.
Copyright © Do Your Own PR 2004. All rights reserved.
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| Posted: 20/05/2005 16:16:09
Last Updated: 20/05/2005 16:36:53
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