It’s a common misconception that companies profiled on TV, in newspapers and in magazines are incredibly lucky. They aren’t. That is to say, no more lucky than you could be. Mostly they create their own “luck” by creating opportunities and doggedly pursuing them.
Media coverage doesn’t just happen. It’s no accident. Much like any other marketing activity, there is a process and guidelines to follow to make it happen. In public relations, it’s all about getting the right information in front of the right people. Writers and editors are the people you’re connecting with; here are a few top tips on how to connect with them:
- Make sure you are talking to the right person — If a letter goes to the wrong address, the right people never see it. Call up the media you think would cover your story—TV, radio or print—and ask to whom is the right person to talk.
- Find out what they care about — Be a super sleuth. Research what a publication has written about before. What kinds of stories are typically covered? Are they doing seasonal pieces, current issues or regularly scheduled features? What kind of a human interest angle do they take?
- Provide information in the format they want — Factual stories with a current events connection, written in the third person and accompanied by great photos have a much higher likelihood of being printed than boring, barely-disguised, shameless self-promotional ones.
- Make it interesting! — If you weren’t writing it, would you still want to read it? Is the information relevant to a wide audience of readers or viewers? Ask yourself a few tough questions and don’t hit the send button until you can answer “yes.”
Editors and writers are busy people with insane deadlines. If you have an interesting story, however, they do take the time to listen.
By liz gaige, November 1, 2007 · Filed under Marketing Tips, Media & Public Relations, Newsletter
Q: I often see products profiled in the news and think, “That could be me.” I’d love to get some free advertising, but I have no idea how to make it happen. Any suggestions?
A: Let’s unravel a few myths about public relations (a.k.a. media relations):
Myth #1: Public relations (“PR”) is free.
It’s only free in that you don’t pay for the “ad” space. What it does cost is time and energy to develop a good story, put together supporting material, and make the calls. You have to be willing to put in some effort, sometimes for quite a while, for it to work. And there are no guarantees.
Myth #2: You have to know someone to get a story printed.
Not true. Part of the time and energy you invest is in developing relationships and finding out what editors need to fit their publication. Once you have the relationship developed, you need to maintain it.
Myth #3: All you need is a story in the media and customers will beat down the doors.
PR can and does work! Just know that it takes more one article to make a successful business. PR is only one element of an effective marketing program and is never the only thing that keeps the customers calling.
Media coverage doesn’t just happen. It’s no accident. Much like any other marketing activity, there is a process and guidelines to follow to make it happen. In public relations, it’s all about getting the right information in front of the right people. Writers and editors are the people you’re connecting with; here are a few top tips on how to connect with them:
On the plus side, PR does serve to pique people’s interest, and can reach a significant number potential of customers, in a very short period of time, via a credible source.
Many businesses have gotten a helpful push into the limelight and then very successfully carried the momentum forward with supporting marketing activities.
If you are willing to make the commitment, you can too.
By liz gaige, November 1, 2007 · Filed under Media & Public Relations, Newsletter, Q&A
