Public Relations Toolkit Features PR Tips, Tricks

Among the-list of money-saving and revenue-generating tips presented by Steve Hayes, SnapAV’s vice president of dealer profitability, during the keynote address at EHX Spring 2009, was the suggestion that dealers gain publicity for themselves without spending much money.

All it takes is some PR know-how, he suggested. The question is: How does an integrator go about writing press releases that will actually get media attention?

John Sternal, co-owner of Fort Lauderdale, Fla.-based Sternal Consulting, has attempted to answer that question in an ebook he authored on the subject.

Available for download purchase from UnderstandingMarketing for $30, the ebook -- “Public Relations Toolkit: How-To Guide for Public Relations” -- walks the reader through the process of not only writing an effective press release, but also submitting and pitching the news proposal.

Sternal has spent many years working as a public relations expert for contractors and builder support professionals. He has visited countless trade shows and publicity events. One consistently unfulfilled industry need he has observed over the years, he says, has been PR opportunities for small businesses.

“I, for one, feel small businesses are at a disadvantage,” Sternal explains. “There’s not a lot of chance for these smaller guys to do extensive marketing or even PR work.”

That disadvantage, says Sternal, is what inspired he and his wife to write the ebook. “Theses are things that I’ve picked up on that have definitely worked for me time and time again,” he says. “How to write a press release, how to come up with topics.”

The book isn’t necessarily revolutionary. It simply includes step-by-step instructions for putting PR materials together.

Still, these are details that a lay businessperson might not know. "When you read through it and attempt to do some of these things, you will think, 'Wow! I can’t believe some companies will spend thousands of dollars each month on a PR agency," says Sternal.

"To be honest with you, a lot of what these guys [public relations agents] are doing is outline in this Toolkit."

So, is Sternal giving away his trade secrets? "I just wanted to help some of these smaller companies that are never going to have the budget to hire an agency," Sternal answers.

"This is about helping them extend their reach through media exposure."