When it comes to getting publicity, entrepreneurs need to be more creative and think beyond traditional advertising.
One such out-of-the-box tactic involves writing a press release and encouraging journalists from print, radio, television and digital media to talk about you. Engaging in Public Relations (or PR for short) in this manner requires a lot of hustle and great communication skills, but if done properly, it is far more effective and credible than paid advertising.
Here are a couple of tactics to keep your PR strategy in focus:
Make it easy for the journalist
When you write your press release, be concise. A journalist might dismiss you if you even hint at wasting her time. Make sure you readily provide support media, such as digital photos, so the journalist doesn’t have to chase them down. Also, your materials should be well-written, easy to digest and professionally presented, so you don’t come off like an amateur.
Tell a story
When writing your press release, keep in mind that journalists are not interested in selling your small business. Look for a story or angle that you can present to them that will be relevant to their audience. Address an issue and offer yourself as a leading expert on the subject to back it up. Or do something newsworthy that will merit public attention.
Know who you’re pitching to
You can’t just suddenly appear out of nowhere and pitch an idea to a random journalist; they wont take you seriously. Ideally, you need to cultivate relationships beforehand. Know what type of stories they are interested in covering, know who their target audience is, and figure out how your brand fits in.
Know what you want to get out of this
Know your brand: know whom you want to target and what message you want to get across. At some point, you have to let go of control because a journalist is going to write what she wants to write, so you need to make sure that your communication with her is specific.
Need help writing a press release for your brand? Call branding and marketing specialist Kim Speed from Purple Moon Creative today!
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
