Some of you may remember the magic words from your youth: please and thank you. Well, those words are still relevant today in the world of marketing and public relations. Not only is it still appropriate to say "please" and "thanks" to those who've helped promote your business, it makes good business sense.
Whenever you send out press releases or story ideas announcing a new development in your business that garners ink or air time, it's always proper to send a personal thank you note to those responsible. This is called relationship building. If you're nice, polite and grateful, chances are they'll remember you next time around and give your new press release a look.
I have seen people quickly shoot off letters to reporters and editors complaining about mistakes such as misspelled names made in news articles. These same people, however, say nothing when a story runs without errors. They take it for granted that they got press when that spot could have gone to many other worthy businesses or organizations.
Remember, reporters or radio / television hosts don't have to write or talk about your business. By doing so, they're giving you free PR, so be cordial and appreciative of their efforts. If a reporter has made an error, start off first by thanking them and acknowledging the positives. Then bring up the error.
When launching a new business or initiating a marketing campaign, I recommend that supplies include a nice big box of thank you cards! While gifts can be construed as payola and are not allowed by most organizations, a sincere thank you is always in style and appreciated.
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