By Dianne Canham, founder and director of éclat Marketing

It’s no secret that creating a PR impact for a company with no prior media profile can be a daunting task. It also requires a very different approach to that of managing an existing and well establish brand image. So how can you break through and what’s the secret as a relative newcomer in grabbing the attention of the press?

Here are a few tips in getting your voice heard:

1. Focus on the issues, not the products or services:
The press and their readers, with a few exceptions, are not interested in your products they want to understand how they can fix real business problems.

2. Select a strong spokesperson:
This doesn’t necessarily mean the person with the loftiest title. The requirements for a good spokesperson are someone who communicates well, has a breadth and depth of experience that allows them to comment on a variety of different industry issues, can explain technical concepts in terms of business benefits and not just features, and isn’t afraid to offer their opinion and be bold and outspoken.

3. Give them the freedom to express a view:
One major advantage of working for a smaller company is that it doesn’t have to be shackled by a corporate communications department that insists on vetting every comment and removing anything even vaguely contentious for fear of upsetting someone. It’s important to allow the spokesperson free reign to offer comment on a variety of subjects and trusting them to project the right image for your business.

4. Champion a subject or idea:
Becoming a spokesperson that is sought out by the press means positioning yourself as an expert on a specific area or subject matter. Graham Cluley of Sophos is an example of someone who has carved out a strong position in the security industry as an expert commentator. If you don’t know him by reputation, type his name into Google and see how widely his influence extends.

5. Use Social Media tools to spread the word:
Tweeting and blogs are regular sources of material for many journalists, both in the trade and business press. Following some of the main journalists in your sector and offering your perspectives, anecdotal evidence and first-hand experience can get you noticed.

6. Read the press and follow the news agenda:
Select a few key trade and national press online and set up RSS feeds to ensure that you know what’s topical as it happens. Timing and relevance are key success factors in getting your name in lights and spotting current issues that are relevant to your customers and prospects and preparing an interesting an insightful comment as the news breaks can secure you some great visibility in high profile media.

7. Prioritise press and build relationships with them:
If your PR agency gets you an appointment with a journalist, make it a priority and confirm the time and date quickly. Getting the attention of the media is tough and timing is everything. The news agenda won’t wait for you, so be responsive and prioritise interviews with the press in your business schedule.

8. Monitor what your competitors are doing:
The advantage of Google Alerts mean that you can easily track what your competitors are doing and where they are getting quoted. If they are getting profile with media that you aren’t then there’s an opportunity to exploit there.

9. Develop independent proof points:
You telling the world that your products or services are great is not particularly compelling, but hearing from your customers, industry colleagues, industry analysts, professional bodies or even ex employees about the advantages they have derived from working with your company and solutions can work well. Case studies, awards and membership of professional bodies can all enhance your reputation as a company and a spokesperson.

10. Focus on the outcomes:
Too much money is spent on PR without having a clear idea of the measurable objectives or linking the results to the agency fees. If you’re using an agency, look for one that shares the risks and rewards with you by linking PR results like interviews and coverage with their remuneration.