PR Does Not Equal Press Release
The first thing that many new entrepreneurs think about when they hear “public relations” is sending out a press release. Sure, a press release can help build buzz online.
But if you want a feature story written about your business, it’s essential to pitch specific media members directly.
And with today’s economy, this can be a challenge. There are many media-list services that can help you figure out whom you need to contact and why they will be interested in what you have to say. (like Bacon’s and Vocus)
However, it’s essential to conduct your own research too. Many media members are leaving their jobs and moving to different venues, and it can be difficult for anyone to keep up with all the changes.
For the best results, track down appropriate contact information, read archived stories from each reporter and create your own personal database of media contacts.
This way, you’ll avoid wasting time sending e-mails to bad addresses, calling the wrong numbers or mailing media kits to the wrong venues. Plus, you’ll have a good understanding of what each reporter covers. And your chances of getting through to the right person at the right time with the right pitch will increase dramatically!
Do you need help with your PR and SEO copywriting? Feel free to contact me here or at www.rembrandtwrites.com or on Twitter @RembrandtWrites. I’d love to hear from you!
June 10th, 2009 at 9:15 pm
I find this area to be such a challenge for me in pitching my concept to right media. Thanks for sharing!
June 11th, 2009 at 11:59 am
Thank you so much for bringing up this topic, Melanie. It drives me nuts to see the art of PR diminished to mere press releases. There’s so much more strategy possible, if people really took the time to do it right:
1. Research: helps you determine the opportunity, often defined as “What public perception do I want to alter, either about my company, my products, or my industry?” Also, search engine keyword research tells you in real time what emerging trends are opening up, which can be an endless supply of ideas and opportunities. Includes of course audience analysis to understand their specific needs and perceptions. Most of the time in sales-driven PR, you’re trying to actually create a perceived need. For crisis management, you’re trying to find out how bad the brand tarnish is.
2. Content strategy: “What series of stories do I need to tell the world/my customers, in order to move the needle on my initial research findings? Is the story best told in print, video, event, sound, research reports, or all of the above? What period of time do I have to accomplish my goals?” (This determines how heavily you need to saturate the media.)
3. Where are the appropriate outlets to tell your stories? Where will they get the most attention from the “influencers” who drive word-of-mouth and public opinion? By the way, the influence of media channels is not always determined by audience size - sometimes a tiny blog or a particular conference can have significant impact on the ultimate success. Cover all your bases, and don’t you dare leave “Internet” to last minute planning. These days, it’s the FIRST place people look for news.
4. Don’t be afraid to mix up channels. PR and marketing are not so neatly segregated any more, and nor should they be. On the web, it’s one big mashup so embrace the opportunities to try crossover experimentation and storytelling. On the web, Google News and Yahoo News carry as much influence as CNN.
5. Measure multiple metrics, not just “sales” or “page views”. Measure against communication goals, public sentiment, awareness, cost savings. Go back to the research you did at the beginning, and do it again. Ultimately, that’s the metric you want to hit most.
And by the way, thanks to the internet you have the unique opportunity to bypass the journalist/editorial chain altogether, and go directly to your potential customers with news. You should do both, of course, but what matters most is that you make an impact with the ultimate decision maker.
This is such a great website, and I always get some great ideas here. Thanks for supporting entrepreneurs!
Dana Todd, CMO
Newsforce Network
June 12th, 2009 at 7:37 am
Thanks for your comments! Public relations is evolving, and if entrepreneurs want to use it to their advantage, it’s necessary to change with the times.
Melanie
August 18th, 2009 at 9:13 am
I was unknown about this issue before. I was thinking that PR will be determined even by press release. However, many say that press release will help in PR.I have visited http://www.rembrandtwrites.com and hope that i will learn much about SEO from there. But unfortunately i cannot afford the fees.
August 18th, 2009 at 9:45 am
Thanks for your comments Krishna. Check out the free information available on this site. I also offer free information on my blog at http://www.rembrandtwrites.com/blog, my radio segment at http://www.rembrandtwrites.com/radio and a free newsletter and reports at http://www.rembrandtwrites.com. You can get some great press without spending any money - It just takes extra time and effort.
October 12th, 2009 at 11:59 pm
Hi,
Thanks for this nice post, i have found this post Url from my Newswine account recent news options,just subscribed your feed, hope you will update new post soon.
keep it up.
Michael
October 13th, 2009 at 7:30 am
Thanks Michael. Check out this site each week for new updates. (I also offer free tips at http://www.rembrandtwrites.com).
Melanie
October 15th, 2009 at 5:47 am
Excellent Post, i have found this post Url from my Newswine account recent news options,just subscribed your feed, hope you will update new post soon.
keep it up.
Jenni.
October 30th, 2009 at 11:26 am
Well google just updated the google Page Rank that which is called as PR in the webmasters Language.
Google PR Update October 30th
November 18th, 2009 at 2:18 am
Keyword search is the only way to make your search easy, faster and time saving.Thanks for the good post. Your information was really valuable.Keep posting…..
November 18th, 2009 at 3:00 am
Keyword search makes your job quick and simple. I find your post to be intersting as well as useful.Nice post…Keep posting such intersting details…
November 18th, 2009 at 8:34 am
Hi Refurbished Blackberry,
Thanks for your insightful comments. Keep an eye out for more free tips and information from me here and at rembrandtwrites.com.
Melanie Rembrandt, SEO Copywriter and Small Business PR Specialist
December 2nd, 2009 at 3:21 am
Melanie,
I was one of those people who thought that public relations only involved press releases. Thanks for opening my eyes to the fact that it is so much more. Now I need to figure out how to get every other part of public relations into my marketing efforts.
December 2nd, 2009 at 8:53 am
Hi James,
Thanks for your note. If you need help, feel free to contact me directly at rembrandtwrites.com.