It is common sense to take a method and try it. If it fails, admit it frankly and try another. But above all, try something. A worthy statement from Franklin Roosevelt. Try something to employ public relations and put PR marketing to work. Many companies still believe public media relations begin and end with a business event and receiving a nod from the local newspaper.
There are many public relations tools that also have significant SEO benefits that you can use for your business.
Business success stories should not be written to the media press. In today’s environment stuffed with events, happenings, and successes, ordinary happenings are not enough for a media story.
Check out our thoughts on creative marketing.
The ordinary success story is a relic of the past and it’s time for a new and novel take. What was successful last year needs a refreshing approach to capture attention today. And capturing attention is the name of the game.
Related: Using Word of Mouth Marketing to Grab Attention
PR marketing … the secret ingredient
So what is the new secret ingredient? Well, maybe not so much a secret. A key ingredient is a social approach to public relations.
What is the secret sauce to getting free publicity? It is not having the best spokesperson or hiring the best PR firm. Actually, the ultimate insider secret is quite simple … just think like a reporter. It is as simple as that.
Most of us are too close to our own little world to look at the business objectively and be able to spot a newsworthy story angle that people would be interested again. View the world as a reporter or a reader.
Where to begin
The question of where to begin is simple enough. Pick 5 journalists and start to get to know them. Begin with these questions on each one:
What do they write about and which industries do they cover?
Where do they socialize online?
Do they share any friends with you?
Based on the research findings, narrow your list to the best 3 journalists for your objectives.
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PR marketing … next step
Your next step in the due diligence process includes:
Engaging them on social media sites.
Meaning positive comments on their engagement.
Introduce yourself via e-mail. Absolutely avoid all promotional material in your note.
Identify target community outlets
Think about your press release objective. Do you desire a niche outlet or a broad outlet?
Choose a niche outlet if you are seeking high-quality business leads.
Choose a broad outlet if you are seeking time in the spotlight and brand recognition.
Employ public relations by building your press kit and press page
A press kit is like a resume for your company. In it is a collection of company information and articles put together to address questions from the media, investors, potential clients, and others. The goal of the press kit is the same as all other marketing that a company does.
It should grab the reader’s attention, make a lasting impression and create enough interest that they will contact you for more information.
The press kit is the killer resource you need to provide to your journalist friends. It is everything they will need to write the article on your company. The press page is your brag-worthy showcase examples of specific hard work.
Don’t be modest … share the story about the journey you took to get to your current objective or accomplishment.
Do all the work to help the process, including a press release, founder bios, headshot pictures, team photos, and everything in a digital form that are easily accessible.
