10 Yetis Insight Blog - The Ins and Outs of Personal PR

With more and more entrepreneurs emerging onto the UK business scene, personal PR is becoming more prevalent; and campaigns to increase awareness of people are just as common as those to raise the profile of brands and companies.

Most would assume that only celebrities would need personal PR, but that's far from the truth. CEOs, MDs and founders of businesses from start-ups right through to international corporations can benefit from a personal PR campaign. Some of the most successful brands have instantly recognisable names behind them; think Virgin and Richard Branson, Ryanair and Michael O'Leary, James Dyson of the vacuum cleaner fame. These entrepreneurs didn't want to stay behind the scenes of their businesses; they wanted to be known and this can come through personal PR.

So, what's involved in a personal PR campaign and what can be done to raise someone's profile in the media? Well, I'm glad you asked...

1.Knowledge & Expertise

If your client can be considered as an expert in their field or on a certain topic, this should be something you lean on a lot for their personal PR campaign. If news breaks that they are in a strong position to comment on, a quote offering their insight into or thoughts on the subject circulated to the journalists who might be writing about it can generate a lot of good PR. In this situation, letting journalists know that your client is also available for TV and radio interviews about the subject can also open up doors to get them broadcast coverage.

2.Meet & Greets

When I started out in PR seven years ago, press tours were easy to arrange and fun to do. Now though, it's a lot tougher. Editorial teams are getting smaller and smaller, with freelancers now providing a lot of copy, and journalists are getting more and more pressed for time. However, pinning them down for a coffee or lunch is still do-able. Failing that, a quick meeting in the reception area of their office can be just as effective. During this meeting, the journalist can get to know your client and find out what they have to offer and it makes them more likely to come to you/them in future for comments or information for pieces they are working on. If a meet is out of the question, setting up a phone conversation for the journalist to speak to your client can work just as well.

3.Competitor Analysis

If there is anyone that you could compare your client to, see what media coverage they are getting and how. Go after the same media titles and similar features, because if it's working for them then it could be working for you or your client too.A personal PR campaign should always involve a competitor analysis.

4.Q&As + Profile Slots

A lot of media titles, the business press in particular, have Q&A style slots or regular features that your client could be a perfect fit for. These can be as simple as a 'day in the life of' style pieces or interviews about the company they have set up. An example of this is when our client James from carwow was featured as the Young Entrepreneur of the Week on the Huffington Post. Look out for these regular features and make a note of them if you think your client could feature in the same way.

5.Use Their Back Story

If you or your client has an interesting story to tell, then make sure it is told. A good back story can make all the difference when trying to secure exposure via personal PR. Rags to riches type stories or just anything interesting about how the person came to be doing what it is they're doing can peak a journalist's interest. For example, if you or your client launched a product to solve a problem that they had a vested interest in for whatever reason, that's a good story.

6.Charity Work

Getting involved in charity work or doing something generous shouldn't just be done to get media attention, because it'll be easy for journalists to see through that. If you or your client has something they feel passionate about, like a worthy cause, seek out these opportunities to get involved. This can then naturally lead to media opportunities and exposure for your client.

7.Awards

Awards should form part of a personal PR campaign if there are any opportunities for you or your client to enter. There are plenty of entrepreneur awards across the UK and lots of other business awards that recognise individuals as well as companies and brands. These awards will often lead to media coverage for anyone who is shortlisted or wins, so it's worth identifying the opportunities out there and getting some entries drafted! Sometimes this comes at a cost, but a lot of them are free to enter.

8.Speaker Opportunities

This one ties in well with my first point about knowledge and expertise, bringing us full circle as I leave you with my final tip. Speaker opportunities are widely available at conferences and events across the UK and you or your client could be the perfect person to fill the slot or join the panel. As with awards, there is sometimes a cost involved, but other opportunities will be free or even paid for (although making money from speaker slots is rare). Speaking at these events can position you or your client as an influencer and expert and lead to further exposure and great personal PR.

The End.