Beat Recession Blues-Do Your Own PR
Many entrepreneurs have told me recently that they want to use PR to build their businesses. But they feel frustrated because they can’t afford a publicist.
The good news is that you don’t need to hire a publicist to build buzz for your new business. Now, be aware that it is going to take time and effort away from your core responsibilities, but you can get some great media attention on your own.
How?
Well, before you write a press release or contact a reporter, you’ll need to develop a story idea and figure out who you are going to call. To help start your research process, here are a few quick questions to answer:
1. Who is your target market?
Discover the media venues that your customers read online and in print, listen to on the radio and watch on television.
What are their most popular choices?
To find out, search for keywords online that relate to your products and services. For example, you may search for “cooking magazines,” “dog grooming periodicals,” “hair stylist blogs,” “realtor radio programs,” etc.
Try some of these search sites (and feel free to add your favorites in the comments section below):
Google, www.google.com
Search Yahoo, http://search.yahoo.com/
Search.com, www.search.com
Dogpile, www.dogpile.com
Rollyo, http://www.rollyo.com/index.html
You’ll probably want to begin with some general terms and then narrow your media search to more specific sites pertinent to your target market.
2. Who are you going to contact?
Once you know the venues you want to pursue, you’ll want to track down the writers, producers and/or editors at each who cover your particular “beat” or area of interest.
Read the print and online publications, watch the television shows and listen to the radio programs to find the right people.
This gives you plenty to digest today so check back Thursday for next steps.
In the meantime, think about your PR budget and how much time you have to devote to the appropriate research and pitching process. Building buzz and credibility is essential to business success. And if you need to concentrate on other activities, then it’s time to find a good publicist.
June 18th, 2008 at 8:38 am
You are absolutely correct. You need good old fashioned nose to the grindstone detective work. COntact magazine editors, your local area magazine. Local area magazines are always clamoring for new copy on the locals. Contact online E-newsletter editors. They too need new and interesting, noteworthy items to print. Contact anyone and everyone who will possibly need your services or products. And doing some freebie stuff always draws attention. there are many online trade newsletters for all industries. Just search them out and send your press release. I follow up with a personal email to humanize it. And ask, ask,ask, everyone you meet, and tell, tell, tell, everyone you know what you are doing. Some of my connections turned up in very unexpected places.
June 20th, 2008 at 11:52 am
It is possible to get the publicity you need without a PR person to help you, but it is HARD work. General press releases that go to all media are usually not the way to go. You have to tailor your story idea to ONE person and present it to him/her. That way, they know they are getting exclusivity.
Big companies can usually get away with widespread distribution of press releases simply because they are big and, because they are big, pretty well anything they do is news.
But small firms do not have that pull. An exclusive contact will make up for that. Every writer/news broadcaster revels in an exclusive story - yeah, a scoop, if you want to call it that.
One other thing. Make sure that your story idea is really newsworthy and is truthful. No writer likes his story spiked, especially an exclusive one. They feel they have been duped. And, do you know, they are right.
So don’t alienate the news media with hokey stories. Make sure they are genuine. Remember, if you do try to pull the wool over a writer’s eyes with a cockamaney story, he won’t be there for you when you have a real story to tell.
One last thing, remember the news media can be your best friend — or your worst enemy.
Best wishes for success in your efforts.
Patch