For those of us who haven't embarked on a PR campaign - here's a little background on what to expect:
What is Publicity?
Publicity is spreading the word about you and your product/service through the media. The goal of your campaign is to land media coverage on TV, radio, print or online in the form of an interview, profile, commentary, anecdote, book excerpt or by-line writing opportunity.
Why do some people refer to it as Public Relations?
Public Relations includes more elements than just publicity. It is comprised of crisis communications, event planning, annual reports, etc
What is a Press Release?
Wikipedia defines this as a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. I can't say it any better!
Why Can't I Just Post my Press Release on a Wire Service like PR Newswire?
Because it's passive - and journalists don't just rely on newswires to get stories. Journalists are pitched stories hundreds, if not thousands, of times each day. Your success rate for coverage will be low if you only rely just on newswires. However; these sources are useful for helping your search engine ranking. If a journalist is assigned a story on empowering women through the workplace one of the first things they do is search Google or another engine for 'Empowering women in the workplace.' If you posted a press release on the newswire with these keywords - you may come up as one of the first results in that Google search.
Can I just email my press release to a bunch of media outlets?
You can...but don't expect much coverage. They receive hundreds of press releases a day by email/fax/mail. You need to stand out above the pack. Every contact with a reporter should be personalized to that reporter.
How do I pitch then?
Do your research! Identify which section of the publication or segment of the TV show your topics could fit within. Make sure they haven't already covered the topic your pitching. Find the appropriate contact for that segment or section. Send them an email with the title of the segment/column/section in the subject line and then a short catchy headline for your topic next to it. Introduce yourself (briefly). Let them know you've read/watched/listened to their work. Tell them exactly how you could fit in with a news story - give them breaking news, a unique angle, an interesting segment. The provide your contact info. You can also copy/paste your press release into the email (no attachments!). If you don't hear back, chances are they weren't interested. Feel free to follow up with a call to pitch (practice a 30-second phone pitch). If they don't bite - come up with a new angle.
You can also just reach out to reporters to let them know you enjoy their work and introduce yourself. Relationship building is key.
I can't think of anything newsworthy
Sit down and brainstorm. Think of all the possible topics you can speak on. Then whittle it down to the most unique or think of how you offer a new opinion or insight into the topic. Then think about which outlets the topics would work for. Have you always wanted to sit down with Bill Maher? What would you talk about? Really visualize the situation.
The best place to start is to think of themes within your speeches, your book, your blog. Think of interesting situations or events over the years. Have you overcome anything? Won any awards? Made a big career switch?
How do I know my Publicity Efforts will Translate to Sales?
This is where you need to prepare before launching your campaign. Just like advertising - there's no guarantee your ad will transate into sales. But with a front page story or a news segment - you're broadening your reach to a whole new audience - an audience that may turn off commercials or flip by ads but will watch/read a news story.
Follow these tips to increase your chances of leveraging media coverage into sales:
- Target media outlets that reach your target audience. Don't waste time on those that don't
- Don't overlook the smaller outlets. Sometimes your hometown weekly newspaper can bring more sales from locals looking to support their neighbor than national coverage
- Make it easy for them to buy and contact you. Often times the only thing you'll get with media coverage is a mention of your web address. Make sure your website is an effective sales tool. If you're selling something, make it easy to buy on your site
- Prepare for interviews ahead. Write sample interview questions and give to reporters beforehand (they won't always use them, but might). Write down the key messages you want to get across in each interview so you don't forget and practice working them in.
- Make sure your personal list of connections knows about your coverage. Send an email newsletter. Create a media page on your website. Mention the coverage on your Twitter, Facebook, LinkedIN profile.
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