Doing your own PR
PR, scary stuff right? Something only a big
brand needs? Something that sounds like
it would cost a whole lot of money? If
you've got people skills you've got public relations skills.
Tweet, Circle, Like, Pin and Connect.
Connect with individual journalists and
stations (profiles are often managed by show producers) on Twitter, Google
Plus, Facebook or wherever they hang out.
Join in the conversation on their walls and retweet and @ tag their
content. Get known for being someone worth
listening to and make sure your name is familiar. When you do have something newsworthy, it
will be easier to get your foot in the door.
Create something newsworthy
Writing press
releases (http://www.talkaboutcreative.com.au/copywriting/press-releases.aspx)
for the sake of writing press releases will just annoy your local media. Create a newsworthy item for yourself. Local papers love a local angle, so find a
way your business can get their attention.
Do you provide a service that you could donate to the local nursing home
or kids' sports club? Can you do
something for your town or area? Put it
on the map somehow?
Create the angle that the media outlet
wants
If you're writing for a radio station
targeting mums, write about family. If
you're writing for a local paper, make it all about your local business. Writing one press release and sending it to a
thousand media outlets won't in all likelihood bring you a lot of attention.
Chat first
Contact the media professionals you wish to
talk to first. Tell them your elevator pitch and let them know you're sending
through a press release. Ask them if
there is anything you can do to make your story really fit their
publication. If you can't get through to
the decision maker, send a "post it note email". Write an email with only enough information
as would fit on a post it note – a kind of preview to let them know your press
release is coming. That way, mental red
flags will go up when it arrives and it will avoid the dreaded junk folder.
Write a kickarse press release
The best practice for press releases is:
- Catchy, relevant header
- A few lines giving the what, when, where, why and who
information
- Succinct paragraphs about your news
- A quote or two
- Plenty of contact information
- Use a quality press release template from a trusted site
Don't mess with them
Journalists and producers are on tight
schedules. When they do get in touch,
don't waste their time. Be professional
and friendly. Make a positive impression
and make getting your story in their publication or on their program as simple
as possible. Establish a relationship
and let them know you'd be happy to give expert quotes on your field of
expertise in the future.
Sign up for News Sourcing Services
Source Bottle, Expert Guide, Find an Expert
and other expert sourcing services deliver press opportunities via daily
emails. Some are free and great, some
are scams so choose carefully!
Doing your own PR is a great way to get
exposure for your business without paying through the nose. You don’t need an expensive publicist if you
can find the right angle for your business and the right medium to reach your
audience. When it all connects, it's
easy!
Dana Flannery is the Creative Director at
copywriting firm www.talkaboutcreative.com.au. Talk About Creative provides all kinds of
copywriting including PR and SEO copywriting.
