Public relations is often a second thought in the grand scheme of your marketing plan, but when used strategically it can make a lasting impact on your business.
In the industry, public relations is defined as earned media. Unlike advertising, which you pay for, public relations doesn’t cost a penny! Instead, it gets its traction by hooking the media with a juicy story. Through the power of a solid media relations strategy, your business can make front page news!
A press release is the most common form of communication between a business and a media outlet. Journalists are very receptive to press releases, especially when a great story falls into their lap! In turn, your business gets priceless media coverage that acts similarly as a word-of-mouth endorsement from the news outlet!
The point of public relations is to build relationships with the media. That means getting in front of their face regularly over anything and everything that is newsworthy! Below are a couple subjects we suggest utilizing for press-worthy content (but of course, we believe anything can be newsworthy if you spin it the right way):
- Milestone year for your organization
- Promoting an upcoming event
- Commenting on a topic currently in the news
- Sharing how your organization celebrates a national observance
- Bragging about an award you won
- A special interest story regarding your organization
It’s not enough to have a compelling story. The way you pitch the story to the reporter is half the battle! Find a media contact that has covered a similar story or is the editor of the section that your story would be categorized in. Compose an email explaining why their readers or viewers would find your story interesting. Create a subject line that is eye catching and a bit ambiguous to entice them to open your email!
Lastly, follow up with your media contacts if you haven’t heard back from them. This is the way you take control over whether your story is published. Call your media contact asking if they have received your press release and if they have any information on your story. More often than not, your press release got lost in his or her inbox. By having a conversation with the media personnel, you have more time to pitch your idea to them and persuade them to run your story. Speaking with them will also build rapport with the press, which is vital for creating a relationship with them.
Make 2016 the year of the press release. Form a bond with local press by pitching them a story once a month. By forming a strong relationship with the media, they will see you as a thought leader in your industry and will reach out to you for more stories.
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