Publicity Campaign
Every business owner should include getting publicity as a part
of his or her overall marketing strategy. However, there is a
lot more to garnering free publicity for your business than just
writing - and sending - press releases.
You want to build a long-term relationship with the media, and
become known as a resource, an expert in your industry. That
doesn't happen overnight, and it doesn't happen by accident. It
takes time, careful planning and a strategy. The good news is
that you don't have to spend tens of thousands of dollars, or
hire an outside agency to do it for you.
Before you can start creating a buzz and building a successful
publicity campaign, you need to know three things:
1. Why do you want publicity in the first place? Are you trying
to build credibility? Let people know about your product or
services? Create or strengthen your business's brand?
2. What is your message? When putting together your publicity
campaign, you need to know what you're going to say and how to
say it so that you achieve your ultimate goals.
3. What type of coverage are you looking for? (There are three
types: Newspaper/visual, radio/audio, and
Television/visual/audio). Of these three types, which is going
to be the best way to get your message out?
Once you know where you want to end up, the next step is to
create a roadmap that will get you there.
There's a famous saying that illustrates perfectly what you
ultimately want to achieve: "If the circus is coming to town and
you paint a sign saying 'Circus Coming to the Fairground
Saturday,' that's advertising. If you put the sign on the back
of an elephant and walk him into town, that's promotion. If the
elephant walks through the mayor's flowerbed, that's publicity.
If you can get the mayor to laugh about it, that's public
relations. And if you planned the elephant's walk, that's
marketing."
Here are the "insider secrets" that will help you to become a
partner, and build a solid relationship with the media so that
you can "plan the elephant's walk" for your business.
1. Do your research before writing your first press release.
Think about your story. Who is it going to affect, interest or
impact? Is it strictly of local interest, or can you "hook" it
to a larger event or happening? Is it a one-time happening, such
as your grand opening, or a special event, or milestone? Is it
part of an ongoing effort?
2. Create your own "hot list." Now, figure out which media
sources are going to be most interested in your story. Start
locally. Think of your local newspapers, television and radio
stations. Include your local public radio station, college
stations and any others that provide news stories in your list.
(Special Note: If your story isn't one that is going to be over
in fifteen minutes, don't forget organizations that publish
newsletters! Think about your local Chamber of Commerce or
organizations whose members or clients could also become your
customers!)
Then think even further outside your "circles of influence." If
you live in an urban area, there may be national affiliates like
APR, etc that have stringers or offices nearby. Include those in
your list.
Now look at online sources. Be thoughtful here. Don't just send
a press release to everyone. Sure, it may get published online,
but it may also get dumped into a "news bin" on a thread where
it is never seen or read.
In addition to the hundreds of news sources, think about your
affiliations. Are you a member of a national society, or
organization? If it is relevant to your story, mention that
you're a member, and then send a copy of the press release to
them as well!
3. Make it personal. Now that you know which media sources
you're going to send your press release to, get on the phone.
Find out the name of the specific person you need to send the
press release to. (These is a step a lot of people skip over,
but take my advice and don't, because it's one of the most
important!) Remember the word "relations" in "public relations."
Building any worthwhile relationship takes time and effort. You
have to give something to get something.
If possible, talk to the reporter or editor personally.
Introduce yourself, and let her/him know that you're going to be
sending him/her a press release. (If you're inexperienced at
this, you can actually use that as an introduction and let him
know that you want to get started off on the right foot). You
want to find out the following information:
- The correct spelling of her/his name. - How they prefer to
receive the press release -- faxed or in the mail. - How far in
advance do they prefer that you send the press release?
Always make sure to ask what their deadline is. If faxing your
press release is okay, get the fax number, and find out if the
cover sheet should be addressed to the reporter or someone else.
DO NOT CHAT. This is not a social call. You are calling to get
information, not a date. (Tricks of the trade: Get your Rolodex
or PDA out while your talking to the reporter. Note all of the
pertinent information so that you've got it for the next time.
On the back of the card, or in the memo section, write down the
date you spoke with them, and the reason for the press release.)
4. Once you've found your contact person, stick to them! Unless
otherwise instructed, never send the same press release to more
than one person in any organization or publication. If there is
any confusion or duplicate coverage, it will be blamed on you,
and you will lose your credibility.
5. Follow-up. Within a day or two of sending your press release,
call and make sure that they received it. If not, be calm, and
pleasant, and just say that you'll send another one. Re-check
your contact information, and make sure you've got the right
address, fax number, etc. And then send it right away.
6. Never just send a press release the day of your event. It
makes you look unprofessional, and you probably won't get
covered. The only exception to this is if you're holding a press
conference to make a big announcement that will impact many
people.
Always plan ahead and give the media as much time as possible to
decide how they are going to cover it.
7. Know Their Deadlines. I can't stress this often enough. EVERY
TIME you talk to a reporter, ask what their deadline is.
When you're submitting an article or a press release to a
magazine, call first and ask about submission deadlines. And
then make sure that you send it in with time to spare.
Mark the deadline on your media info sheet, or your Rolodex, but
check back with them periodically, because changes do happen.
8. Keep your promises. If a reporter calls you, and you don't
know the answer to a question, or he needs something you don't
have but you promise to get it -- do it. Always follow through
and do what you say you're going to by their deadline.
9. Be professional. Offer to act as a liaison if the reporter
needs to speak to other people in your organization or industry,
and volunteer to provide additional research or background
information. Put together an online pressroom on your Website,
as well as offline media kits that you can send along with your
press releases, or when needed.
10. Remember what your mother taught you. Be polite. Say please
and thank you. If you read an article that a reporter has
written and you liked it, send a handwritten a note and let them
know. Be willing to provide information, resources or background
material even if it doesn't directly benefit you. Building a
solid relationship is about more than selling more widgets, and
will pay off in the long run.