Use your VA to Guarantee a Successful PR Campaign - Part 1

By Emily Gordon of Do Your Own PR (www.doyourownpr.com)

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 is 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 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.

Copyright © Do Your Own PR 2004. All rights reserved.

Part 2 coming next week.

I hope you find this article of interest and if you want to see how a VA can help your business, have a look at our website (www.ckpa.co.uk).

Emma Walker
CKPA Office Solutions