PR Rules: The Playbook
The Entrepreneur’s Guide to Snagging Headlines and Winning Customers With the 8 Steps to PR Success
By Hope Katz Gibbs, President, InkandescentPR.com
Publisher, Be Inkandescent magazine
Founder, The Inkandescent Group, LLC
and Kathleen McCarthy, Senior Editor, Be Inkandescent
Senior VP, The Inkandescent Group, LLC
Design and Illustrations by Michael Glenwood Gibbs
Michael Gibbs Illustration & Design
Consider this equation: Strong Business Strategy + Savvy Communications Plan = Consistent Sales and Business Growth
Simple, right? And, it’s something most business owners already know. But knowing the formula is easy. Developing the strategy—and executing it consistently and with savvy—is the tricky part.
So how does an artist or chef, financial advisor or insurance agent write a great press release and land a column in a business magazine, or design a website and keep it up-to-date? How do these experts in their chosen fields master the art of creating and executing a cohesive, dynamic PR and marketing campaign? And once they hit the level of success that they charted for themselves, how do they sustain it—or better yet, take their companies to the next level?
They do it by having a strategic PR and marketing plan that grows as they do. And, for those who have cleverly set aside a PR and marketing budget, they partner with experts who can help turn their dreams into reality.
Since 2001, our team of journalists have been promoting, educating, and inspiring hundreds of entrepreneurs so they can successfully build their companies and organizations. More than 200 clients have utilized our effective approach to launch their websites, develop popular newsletters, get quoted in such publications as The New York Times, Wall Street Journal, and news shows including the CBS Early Show, and ABC. See more here.
The reason we’re successful for our clients is that we are business strategists with strong communications skills at The Inkandescent Group. Our ability to see the big picture, and write well, is our recipe for success.
What’s the secret?
- Tenacity. Growing a company doesn’t happen overnight. Like waves on a beach, you have to keep at it.
- Determination. It takes a lot of effort to turn an idea into a business. Don’t want to work hard? Don’t start your own company.
- Heart. If you aren’t willing to put everything yo have into your business—give up now.
But if you have started a company, you are in the for the long haul. So be insightful, ingenious, and intriguing.
The first step: Start at the end. That means coming up with an organized, executable strategy using our 8 Steps to PR Success. Then work backward until you get to the starting point. Buy a giant piece of poster board and some colorful markers and start planning. This book will show you the way. In fact, we’ll be providing the markers for you so you can draw and dream your way to success.
Are you ready to turn on the lights? Be sure to get your copy of the Playbook, coming in the fall of 2013. — Hope, Kathleen, and Michael PR Rules: The Playbook.
The Entrepreneur’s Guide to Snagging Headlines and Winning Customers Using the 8 Steps to PR Success
Washington DC, July 2013 — If you have ever tried your hand at promoting your business—either on your own, or by hiring one of the zillion PR firms in America—you know that there are innumerable ways to spread the word about the good work you are doing.
“That’s because PR and marketing is an art, as much as a science,” explains journalist Hope Katz Gibbs, co-author of the upcoming book, “PR Rules: The Playbook,” and founder of www.InkandescentPR.com, an Inkandescent Group company.
“The difference between a successful campaign, and one that falls flat, is finessing the tools with style and grace—and knowing what to do each day to maximize your visibility,” Gibbs insists.
What do you need to do to create an effective PR and marketing campaign that builds credibility, increases sales, and gets reporters to call you for your expert opinion?
By Hope Katz Gibbs
Founder and President, InkandescentPR.com
Why do so many small businesses fail?
Because the very characteristics that make entrepreneurs want to start a business are the ones that cause them to stumble.
That isn’t news. Business experts have been shouting about this fact for decades—including many we have interviewed for Be Inkandescent magazine, such as life coach Martha Beck, “Don’t Sweat the Small Stuff” guru Richard Carlson, “E-Myth” author Michael Gerber, business tycoon Ted Leonsis, and Fast Company magazine founder Alan Webber.
How do the fireworks created by PR work their way into the mix?
From our publicist’s perch at Inkandescent Public Relations, we have been privileged to work inside dozens of companies—from start-ups to multimillion-dollar corporations. We’ve helped them make fireworks, and equally importantly, catch the embers so they continue to shine.
We have also witnessed their challenges. From these, we culled the “Trifecta“—three trends that that can trip up even the most energetic entrepreneur, with even the most carefully crafted business plan. Do any of these monikers describe you?
Arlington VA, Today — In this press release on press releases, by PR guru Hope Katz Gibbs, you’ll learn how to structure, execute, and artfully craft a press release that gets attention.
“Grabbing the reader’s attention, encouraging them to attend an event or learn more about a product or service, and intriguing reporters so they want to learn more is the goal for any good press release,” says Gibbs, the founder of Inkandesent Public Relations, and a veteran journalist who for more than a decade has been happily writing interesting press releases that get picked up by the media.
“Whenever I’m writing a release, my purpose is to tell a story—albeit briefly—that makes readers want to learn more about the topic I’m discussing,” she says. “Of course, it’s also rewarding to write a press release so that it reads like a mini-article, since this gives it a greater chance of being picked up by newspapers, magazines, and blogs.”