If you are an entrepreneur or work for a small business, most likely when you hear 'PR' you think send out a press release. And yes, press releases have their place as media-relationship building-tools and announcements, but there is a much better way to get some great, press mentions.
Actually, if you send out a poorly written press release to the wrong people, you can do more damage than good. After all, reporters receive hundreds of press releases each day and have no problem instantly deleting or tossing the bad ones.
Instead, do some research. Ask yourself these questions:
Who do you want to talk about your business?
Who is the appropriate media member to contact?
What is that person going to care about?
Once you've gathered your talking points, pick up the phone and introduce yourself to the reporter. Give your story succinctly and with passion.
You have a 50/50 chance: The reporter will want more information or thank you for calling. Either way, you're started to build a valuable, media relationship.
Today, PR activities can help your business grow quickly through credible, third-party media mentions and word-of-mouth buzz. However, if you don't take the time to develop and practice pitching your unique story idea, or hire an experienced expert to do it fo ryou, all of your efforts can be a complete waste of time and money.
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