PR Expert Offers 3 Tips for Small Companies to Gain Media Visibility, Brian Dobson Says Video also Helpful

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DobsonPR.com says new products need well defined message to gain media attention

Telling a company story in a news format on TV, radio, print and internet helps small and start-up companies build brand interest and loyalty while gaining visibility to propel growth.

Small companies with limited marketing budgets for new product launches or to promote existing brands can gain media attention through creative means to bring their products to the attention of media, said PR expert Brian Dobson of Dobson Communications, who announced 3 Tips to Build Brand Awareness.

Online at DobsonPR.com, brand building and crisis PR expert Dobson said, “Creative storytelling can help get a company’s message into the media but it has to be focused, defined and meaningful to gain the attention of editors and producers. It takes creativity and persistence but if you have a good story to tell, the media will eventually help you tell it.”

DobsonPR’s 3 Tips To Build Brand Awareness for new products or existing brands and services through the news media are:
1.    Define your message in a Mission Statement that is simple, short and effective.
2.    Build local media coverage with small media outlets that seek local interest news, so you can hone your story and show tough-minded editors and producers that your product or service is newsworthy.
3.    Tell your story in a human way that resonates with people and avoids jargon and oversell, using press releases, direct media contact and precise use of video.

“Telling a company story in a news format on TV, radio, print and internet helps small and start-up companies build brand interest and loyalty while gaining visibility to propel growth,” said Dobson.

Video is a particularly good complement to traditional press releases to help bring your brand or service to life in an interesting way,” added Dobson, who founded Dobson Communications and then teamed with JHD Productions to form a video unit, JHD-Dobson Productions.

“For small companies or start-ups new to an industry, well-focused public relations is a less expensive and more compelling way than costly ads as a means to build credibility and visibility through news coverage,” said Dobson, a former reporter at Dow Jones, publisher of the Wall Street Journal, and Reuters, a global newswire.

“After gaining a base of local and internet news coverage, a company can then take its story to larger outlets. Our clients in a variety of industries have appeared in news stories from local outlets to nationally prominent and global media, including the Today Show, Huckabee, The Doctors, Oprah Magazine and more,” Dobson said.

"In communicating with the media, be honest. Do not sell too hard. Crystallize your words into sound bites and do not use a paragraph when a sentence will do. Treat words as precious and tell your story succinctly," said Dobson, a brand building and crisis PR expert.

Based in Ridgefield, Connecticut, and online at http://www.DobsonPR.com, Dobson Communications managed a variety of brand building PR campaigns in sectors from toys and food to licensing and high tech. For information contact BarbaraGreen (at) DobsonPR.com.

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Barbara Dobson
DobsonPR.com
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