As promised last week, here is the concluding part for this article. To view part 1 of the article, please click here.
By Emily Gordon of Do Your Own PR (www.doyourownpr.com)
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 your 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 act 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 you 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.
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 (http://www.ckpa.co.uk/).
Emma Walker
CKPA Office Solutions
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