Getting PR is one thing, but leveraging it is quite another. When you visit blogs, websites, etc. you can't tell me your not immediately swayed by the logos of the NY Times, USA Today or some other media channel that they've plastered on the front page of their site. Getting PR is a badge of honor that we all want and some do, wear very proudly. So, how do you get it, and then what do you do with it?
I recently had the privilege of hosting Meredith Liepelt, a local marketing guru on my first my radio program for Smart-Savvy Entrepreneur's. Here are a few tips and tricks she shared that I've benefited from as well:
Focus on your local media community...
- First, you need to get to know "who's who" in your media community
- If you haven't made the national splash yet with PR, then focus on your local community.
Compelling story, not an ads get splashed in the news.
A few elements of a compelling story...
- Personal and draws emotion
- Viewers, readers and listeners can relate it to their life because it solves a problem or because you just showed them how to do it differently.
- Create a great headline that hooks them on first glance (research this by reviewing your favorite magazines and then model your headlines behind the ones that got your attention)
Keep press releases simple by following this formula:
Paragraph 1 - Set up credibility by using a statistic
Paragraph 2 - Quote from you (subjective and sound exciting)
Paragraph 3 - Solution, solutions, and more solutions
Paragraph 4 - Short bio
Send it in and then follow up quickly.
Create a media kit on your website
Without breaking the bank, create a simple media kit on your site that contains:
- Fact sheet about your company
- Bio
- Head shots (both hi and low res)
- MP3s and videos
- 1 sheet about products and services
Some of you may know that I was recently featured on the local news and then published in the Columbus Dispatch - a two page spread about virtual assistance. I knew I was being blessed because I had not done any searching for the right media person to connect to, I didn't take the steps mentioned above. I didn't have an agenda. It just happened.
But, according to the reporter, what I did do right was:
- accept the invitation to be interviewed when the reported had the hot story
- work with their time frame (we spoke on the phone and within 1 hr. they were at my house!)
- be associated with organizations larger than your own (they found me because I was a part of a larger association)
I would add, be real and authentic and as Meredith mentions on the radio program, support their story line - try to really work with them in getting their jobs done.
In no time flat, you'll be making headlines and impacting lives on the local news channels. When you do, don't forget to tell us so we can all celebrate your success!
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