It is common sense to make 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 put PR marketing to work. Many companies still believe public media relations begins and ends with a business event and with receiving a nod from the local newspaper.
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 refresh 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 … secret ingredient
So what is the new secret ingredient? Well maybe not so much a secret. The 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 to 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.
Related post: Insurance Advertising War … 8 Examples to Learn From
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, head shot pictures, team photos, and everything in digital form that are easily accessible.
The key to getting noticed
Busy editors sort through piles of press kits each day. Getting your press kit noticed is the key to publication and action. Remember, getting attention is important not only with audiences, but also with editors. Package your materials in a unique way and make sure the materials are presented professionally.
Create a positioning statement
A positioning statement is the elevator speech that explains your business in short and sweet one or two sentences. Brevity is essential. So is the necessity to avoid buzzwords at all costs. Done well, it will look and feel like your unique selling point/value proposition.
PR marketing … simple and personal
Make sure your story will stand out and be unique. Keep it simple and human with a casual subject.
Use newsjacking to your advantage
Can you find related news to your story that you can piggyback on? If so, you will want to newsjack your story with the other news story. For example, if your business is supporting a local charity and they are having a fundraiser, combine the two stories in a unique way that benefits both. Strike while the news is current and score a better story with news that everyone is already talking about.
In conclusion, remember that the media are a busy bunch. The goal of a media press kit should be to save them time. Probably the worst thing you can do with an online media kit is to offer no information about advertising opportunities, and instead, to provide a lengthy form to fill out and then wait several days for a response.
The media simply don’t have time to wait; the information should be right there at their fingertips. Make your media kit a TOOL for planners to quickly gather the information they need, and they’ll thank you for it in media dollars.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of word of mouth public relations marketing. And put it to good use.
It’s up to you to keep improving your creative public relations efforts. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
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