Here are the top 10 PR tips for getting the most from your public relations efforts:

• Set PR goals and objectives
  Go beyond the vague “get more public relations coverage” and instead get specific. For instance, you want to increase your coverage by 20 percent in the next year. Set reasonable goals that are achievable so you can succeed.

• Pinpoint targets
  Who are you trying to reach? B2B, hi tech company CEOs, or consumers? What is their profile - profession, age, sex, and favorite movie? The more you know about your target recipients, the more your public relations efforts will be successful.

  “EnTech Public Relations goes beyond the press release to create a strategic
  PR plan and deliver results.”
  Colleen Trout, Executive Director of Telluride Adaptive Ski Program

• Develop a timeline
  Develop a timeline to reach your public relations goals…or you will lose focus.

• Make improvements
  Determine what you need to improve in your current public relations program to achieve your goals. Weigh the positives and negatives and what needs to be improved. That is your starting point.

• Determine your public relations budget
  Determine your dollars and sense for public relations. Some firms value PR higher than advertising. For example certain divisions of Microsoft use public relations instead of advertising and feel this is a much more effective strategy.

• Marry public relations with marketing
  Choose a public relations professional before you complete your marketing plan. A seasoned PR firm can contribute valuable information to the marketing segment of your strategic planning.

• Measuring PR results
  Measurable results are an important component of every public relations plan. Make sure the firm you hire can consistently provide you with measurable results.

• Select a spokesperson
  Select a spokesperson for your company. Whether it’s a quote for the local newspaper’s business section or an interview on CNN, you need a media savvy spokesperson. Groom this person with media training and insure they know your company’s key messages.

• Create a media-friendly website
  Equip your website with a media-friendly press room filled with easily downloadable, timely, and archived news releases, FAQs, and public relations contact information. You’re trying to make it easy for them, right?

• Perpetuate teamwork
  Select a public relations firm that will not only value your business, do an outstanding job, but most importantly -- be a part of your team.