While PR used to be my “main thing,” I haven’t blogged about it in a while. But, I was recently featured in an article on FoxBusiness.com and have gotten a lot of great feedback (and new business leads!) from the article. It reminded me about how nothing builds your credibility faster than media exposure and PR! Which is why I love PR so much!
Most business owners think there is some mystique about why some people end up in the media and some don’t. It’s not a secret, but it is a process. Decide your unique area of expertise and begin capitalize on it!
Step 1: Define Your Target Market
Identifying your ideal target market is one of the most important things you will do for your business and it is step number one in any marketing or PR campaign. Your target market should NOT be everyone who has a checkbook! Here are some suggestions to get you thinking about defining your target market: age, occupation, income level, education level, marital status, places they shop, hobbies, children, values, where they live, etc.
Step 2: Create a PR Plan
First, determine your goals for your PR campaign. For example, your goals could be to launch a new product or service, increase the number of contacts in your email database, have more conversations with new people during each month, etc. Then, determine which PR tactics you will use, like press releases, trade shows, speaking engagements, writing articles, etc. Create a 12 month plan outlining your tasks for each month. Remember, your PR plan doesn’t have to be complicated. Keep it simple! The most important thing is to track your results and media placements so you know what’s working and what’s not.
Step 3: Develop Your Media List
Before you begin any PR campaign, you need to research and develop a media list. A media list consists of targeted media outlets to publicize your business. You will use this list in your planning to get the media placement you need. You can develop your own list or buy lists from media services.
Step 4: Write Killer Press Releases
The press release is the basic tool for communicating with the media. The usage and distribution of press releases has changed drastically over the years. It used to be that press releases were only distributed in press kits which were delivered by snail-mail. Press kits were expensive, custom printed packets.
Today, most press releases are distributed by e-mail or through online press release distribution services like PR Newswire. Press releases are also posted in online press kits, hosted on your business website or with an online press kit service.
Step 5: Pitch the Media
Pitching the media is one of the most dreaded parts of PR and publicity, even for many PR professionals with years of experience. It’s probably because pitching feels a lot like cold-calling. It can feel a lot like sales and you may feel phony or inauthentic.
Remember that the media needs good stories, and they are actively looking for ideas. If you are prepared by knowing exactly who to contact and exactly what you need to say, pitching is a little less scary. Make sure you have written down the major pitch points that you want to cover before you make the call.
Step 6: Self-Promotion Tactics
Sending press releases is not the only way to use PR to boost your business. Using other self-promotion tactics such as strategic alliances, networking, events, workshops, public speaking, information products, newsletters, writing and online PR will help get you out there in a big way. Before you know it, you will earn expert status.
Step 7: Follow Up and Evaluate
Public relations and marketing are part science and part art. The complete effects of the things you do today to publicize your business may not be felt for years to come. Because you are attempting to effect human behavior, it is possible to do everything “right” and still end up with an unexpected outcome. That’s why it is so hard to quantify and measure your ROI (return on investment) and PR success.
However, there are a few things you can do to evaluate and measure the value of your PR efforts. For example set goals, monitor the media, clip and archive all your media placements and measure the advertising value equivalency (AVE) and return on investment (ROI).
If you’re looking for some extra help figuring out do-it-yourself PR, check out my PR Home Study System at www.GetKnownPR.com. You can ABSOLUTELY do this yourself with a few tricks of the trade!