Going outside at the moment, is risky – and for a change, we’re not talking about the risk of catching Covid-19.

This risk is presented by an altogether more seasonal phenomenon; autumn and the proliferation of acorns littering the woods and roads near Word Worker HQ.

A stroll outside is like stepping into the shoes of Chicken Licken. No, the sky is not falling down, but it seems that it is instead raining acorns.

Clearly, all these acorns won’t grow into mighty oaks (or even saplings). Indeed, according to nature watchers, every five to ten years we get a bumper crop of autumn fruits, such as acorns, because the trees need to ensure some at least make it to the next stage. The vast majority come to nothing – crushed underfoot, squashed by cars, kick on the road while dog-walking (me!) or eaten by squirrels (they do eat acorns, don’t they, or is that just in Beatrix Potter?)

This blog tale – from Chicken Licken to Beatrix Potter – isn’t really about acorns, but is all about PR. More specifically, about getting yourself known, standing out above the crowd, wowing your potential customers, and making those all-important sales.

Think of poorly executed PR as like acorns, dropping any old place, unnoticed. By and large, an untargeted and scattergun exercise in fact.

By contrast, good PR, unlike acorns, is targeted. If the acorns were able to choose where they fell, many more would become oak trees. They’d ensure they settled on good ground, where they could germinate, be tended by nature, and grow into mature trees that stand for decades, or even centuries.

Would you like your business to be like the acorn that thrives? Here’s how:

  1. Identify your target market, work out what interests they have (do they read Gardeners’ World magazine in their spare time? Are they heavily into their IT trade press?)
  2. Create a robust list of all the publications your target audience reads
  3. Make a sound judgment on what stories you have that are interesting, newsworthy and will engage your audience and the media which you want to publish your editorial. Be brutal and honest – being good at what you do, isn’t a news story. The clue is in the word ‘news’.
  4. Pitch your news idea to the media and with a bit of luck and a fair wind it will be taken up
  5. Monitor your coverage, measure your success, share those links, impress your clients and potential clients.
  6. Rinse and repeat – PR only succeeds over time, if you keep at it.

For an informal chat about PR, public relations, and getting your news in the press please get in touch. For 101 things to do with acorns, consult your nearby squirrel population.