Forums: Discussions for entrepreneurs and small business.

My press release is posted all over the Net, and am getting product reviews on  websites that have global traffic.  I would also like to get exposure by being interviewed on a radio show or Good Morning Amercia.  Any advice on what it takes to get interviewed by local and national media?

Hi Katherine,

You are on the road to PR success! Great job!

To get on the radio and television, do some research online. Find the appropriate producers that cover your products. Then, develop a good story pitch that their audiences willbe interested in. When you`re ready, call the producers directly and pitch your story. Be brief and succinct - You may be amazed at what happens!

If that doesn`t work, don`t give up. Be persistent and keep trying. Develop new and unique story ideas and conduct regular follow-up. Eventually, you will get the press coverage you are looking for - It`s just going to take some time and effort.

Hope this helps for a start...
Melanie

Katherine,

Melanie is on point here. 

My only additions are, that depending on your product, 1. to create a unique mailing to producers so that they can see and experience the product.  Be sure to include a press kit (release, product fact sheet, company history and a pitch letter) with the mailing.  Then follow up with them to see how they like it and if they are interested in including it on a future show, or having you on.

2. For most national media producers it`s always good to inquire about round up stories - these are typically stories that literally "round up" a series of products for say holiday, mother`s day, etc.  You`re not always going to get a csutomized feature, and inclusions still generate interest and sales, and, I must admit, tend to be more common. 

3. Remember to make your story timely; something that will encourage producers to take action right now.  If it`s too "evergreen" it could take months, lots of follow up and some times it can fall to the bottom of the stack.   Think about what it`s relative to now - holiday, some new trend that`s just starting to hit, or (example) Breast Cancer Awareness month.  Look for a tie in to create immediacy.  They love new trends as well as companies that give back.

Hope this is helpful.  Can`t wait to hear about your success!

Best,

Jennifer

Hi Jennifer,

Thanks for your great input! I think this will clarify quite a few steps for a lot of entrepreneurs out there.

Have a great day!

Melanie

Hi Katherine,

Before spending too much time, money and effort sending products to producers, you may want to establish a connection with specific producers first. Let them know the products are on their way. Otherwise, your mailing may get lost among all of the other products they receive.

Also, you may want to generate some local press for "Breast Cancer Awareness" month with your new candles. Then, you can possible use this press to capture the attention of a larger media venue.

Just a thought...

Melanie

Katherine,

We`re in the middle of holiday pushes right now.  If you have a gift basket you can use to approach audience-specifi webites like IdealBite and Conscious Choice, then I recommend putting energies there.

Breast cancer is always a great tie in.  Since most media have already developed their stories, I would look for opportunities online with a variety of beauty/lifestyle pubs.

As far as product focus, I suggest you begin to look at things from a seasonal perspective.  Consumer purchase habits are created by immediate needs - think summer hair repair, oils/baths/cold climates, etc.  More importantly it will help you put some things in perspective for future R&D (release timelines, marketing deadlines, overall product line strategies, etc), which will be key for maintaining and growing your business. 

Hope that Melanie and I have offered some advice you find helpful!

Best,

Jennifer