Make Your Opinions Matter - and Work for You
9/10/2015
Unknown
Everyone has
opinions, don’t they? Some you agree with, some might make you angry and others
have you saying, “Well, yeah, that’s right!”
 |
| Opinion pieces are great PR, just be sure to handle them correctly. Photo credit: Igor Zakowski, www.123rf.com |
Opinions are read. Have you ever noticed that? And when
someone voices an opinion that touches you – whether in strong agreement or
strong opposition – you REALLY read it, and then you share it and talk about it
with others. You might even send someone a link or a copy of the piece.
This all has a point, especially for small business owners. Opinion
pieces and letters to the editor are a great way to get some PR. Besides
getting something off your chest, you get your name and your business out into
the public eye, too.
And, the real bonus is that you never know who will take an
interest and where that piece will go!
Case in point:
Recently a small business owner was expressing an opinion
about a small business statistic here in Indiana. He was emotional about it –
offended and frustrated. Since I know him quite well, I took the liberty of
penning a letter to the editor and sent it to him with the suggestion that it
be submitted to several local media outlets.
He agreed so I polished it with finishing touches and off it
went. Several publications picked it up and it appeared in print and online.
Over the next several days, he received quite a number of
phone calls, emails and comments about it. He was surprised, pleasantly, by the
attention. But the most significant result was a call that landed a new client
and project.
And it was all because he expressed an opinion that
resonated with the community. He took a position and staked a claim.
Expand the reach
There’s more you can do with a published letter to the
editor or opinion piece. If you have a mailing list, you have the opportunity
to share the published piece with your herd. Use your CRM like AddressTwo to
send out an email blast sharing the piece. You can either share the letter or,
better yet, share a link to the piece (if it’s online) or in your “In The News”
page on your website.
Which illuminates another point. Add the letter to your
website with a comment – or an invitation to participate in a dialog. With a
static link on your website, you can include the link in your social media editorial
calendar for as much or as long as you want.
Do you have an
opinion?
Of course you do, we all do. But I want to caution you that
this PR opportunity is NOT the place to spout. It is the chance to bring an
issue to light and (HERE IS THE IMPORTANT PART) offer a solution or make a
suggestion. If you just write a letter to complain, that’s how you may be
viewed – as a complainer.
If, on the other hand, you offer a solution or make a
suggestion – or, in the above case, offer to participate in a solution – you
have the chance to be seen as a leader and problem solver. If your solution is
practical and cost-effective, you have hit potential gold. That is because
people will stop and consider your solution. If they agree, they may comment or
connect with you. If they don’t agree, they may comment or connect with you.
Either way, a conversation is started.
And, you can include published letters to the editor in your
credentials, too. You are published!
You have a voice – and an opinion. Use it in a productive
manner and you may just change something in your sphere of influence for the
better and build relationships with new people and new clients. Everyone
benefits.
Elaine Whitesides, Whitesides Words