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Kim Wilson
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Using Public Relations to Generate Leads of Prospective Clients
by Brian S. Konradt of BSK Communications and Associates


Public Relations
Although not a popular form of marketing to secure clients in the short term, public relations can help you solicit additional clients in the long term. By getting your name and your company name in print, public relations lets you position yourself as an expert in your field and lets you flush out prospects whom you could not reach by other marketing means.

How To Use PR Effectively
Public relations means getting free advertising, usually in the print media. You need to write a newsworthy press release that provides valuable information to the publication's editor and to the publication's audience, otherwise your press release will end up in the trash.

Many freelancers who use PR to market their businesses develop press releases that offer a free report for the publication's audience to request. Your free report should be related to your freelance services. For instance, if you're an ad copywriter, you might create a free report about 10 Ways to Improve Your Ad Headlines. If you're a direct mail writer, your free report might be 15 Ways to Increase the Response of Your DM Package.

You'll want to get your press release published in only those print media markets that attract your type of clients, otherwise you'll be soliciting people who'll only want your free report and have no intentions to invest in your services.

Advantages of PR
A published press release offering a free report can:

  • solicit leads of interested prospects—if the prospect is interested in your free information, you know he'll also be interested in your copywriting services, since your free report is related to your services.

  • put your name and company in front of thousands upon thousands of faces and position yourself as an expert in your field.

  • flush out prospects who are inclined to invest in your services.

Disadvantages of PR
Due to editorial lead time, it can take between three and five months (sometimes longer) before your press release is published. Or due to space requirements or a poorly written press release, your press release may not even be published—and there's usually no way of knowing.

If you want to use PR effectively, send out a different press release to editors each month; this way, you increase the chances of getting your press release published and editors begin to recognize your name and business name which creates credibility and rapport.

Brian Konradt is the owner and operator of FreelanceWriting.com, a Web site dedicated to help writers master the business and creative sides of freelance writing. Mr. Konradt is also the principal of BSK Communications & Associates, a communications/publishing business in New Jersey, which he established in 1992.









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