Tag Archives: public relations

A PR Push for a Thrift Shop

Most, if not all, large corporations have some kind of public relations or media relations team. These teams do a number of different tasks including distributing news about the company, speaking for top executives, creating special events, and overall monitoring and making sure the company is flattering to the public. But what about some of those non-profits that are a little less known or don’t have the money to employ top public relations practitioners?

A look at a Case Study

I did some research on the public relations of some top-name charity and thrift stores like Goodwill and the Salvation Army. I read a case study about how one division of the Salvation Army in Pennsylvania goes about distributing news. The Salvation Army is primarily non-profit and relies on the goodwill and donations of community members. That being said, a non-profit like this has little money to spare for a public relations or marketing team. Not having much money to work with, Virginia Knor, the director of marketing and public relations for the Western Pennsylvania Division of the Salvation Army, made a smart move. Knor used PR Newswire to distribute press releases about the company. Knor’s press releases would be picked up by journalists in her area who would further spread the news about the Salvation Army. This is a great way for this non-profit or other companies struggling with little money to spare for PR and promotion to still get information out to the public.

My View

I think what Knor did for the Salvation Army is a smart, thrifty idea. She still was able to spread the news to journalist and the public about what was happening within her company without spending any money. What she did also saves a lot of time. Submitting a press release onto a host like PR Newswire is a money saving idea to still generate publicity. In this specific case study, Knor’s results were impressive. She said through the submission of her press releases online that later led to local and international inquiries generated over $1 million in donations for the Salvation Army.

Public Relations the Thrifty Way

Through my coursework in public relations, I’ve learned a number of ways to promote a company in thrifty ways. Any non-profit, business starting, or company that does not have a ton of money to spend on PR can still get the word out without breaking the bank.
Here are my suggestions
1) Like Knor did, use websites like PR Newswire to submit press releases
2) Build relationships with journalists. This is a vital part to gaining publicity. Reach out to journalist with press releases who would be interested in covering your company.
3) Create word-of-mouth publicity. Chatter is free and ask your clientele to tell friends, coworkers, or family members about what is happening at your company or business.
4) Find thrifty options. Create fliers, brochures, or business cards on your own to distribute to potential customers.

Saving money

Photo Credit: therunningdoc.com

Public relations and marketing can be costly, but it does not have to be if you remember to stay thrifty.

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Thrifting for Jobs

It’ s a scary and exciting thought that soon enough I will graduate and have to enter the real world. I am pursuing a degree in public relations, and I am excited to see what the future of PR holds for me. I think finding a job, especially your dream job, is like thrifting, you have to do your research, keep an open mind, and sort through a lot before you find what you really want.

1. Research

Research is an important part of public relations, as well as finding a job in PR. You cannot go applying for jobs blindly or walk into an interview without knowing what you will be interviewed for. Start by doing a simple Google search like “PR internships in_____ (your area)”. Next, make sure you research the company or agency, if you get an interview. Not knowing anything about the company is a for sure way to not get hired. Whoever is interviewing you is probably going to ask you what the company does, what you think your duties will be, and may even ask very specific questions like what you think of the website of the company. Make sure you read the history, vision, and mission of the company, at the very least.

2. Keep an Open Mind

Just like I have said over and over with thrifting, you must keep an open mind. Maybe the job description does not sound like what you want, but you never know. I think, especially when seeking a first-time internship or job, you should apply to many different places and types of companies or agencies. Just because you think you want to work in say a corporation, doesn’t mean you will like it once you are there. It is better to sort through what you like and dislike in a job when you are still young and in college, rather than do something you hate the rest of your life.

3. Sorting

This goes along with keeping an open mind- you are going to have to go through a lot to find a job or even dream job. I am almost positive I want to work in a PR agency, but I want to sort through other sections of public relations. I could end up changing my mind. Do not have your mind made up before you sort through other options. Also, do not get defeated or discouraged if you do not land your dream job or internship straight out of college. I am completely prepared to go through industries and jobs I may not particularly like to get to what I want- to work in an agency and eventually do event planning. Public relations, along with a ton of other industries, are cut-throat and be prepared to sort through the industry before you get where you really want.

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