“Today, then News Media is such a persuasive factor in opinion building, that no person, group or business can claim immunity or afford to under-estimate it’s ability to affect their fame & fortunes – either for better or for worse. So you’d better learn how to use it or you’ll lose it !!! – Wiz4.biz
Marketing PR Topics: Write your Own, HARO, Personal, Exclusive, Pix, Podcasts, Thought leader, Industry Pubs (not Bars), News-Jacking, Contacts, Google Alerts, Awareness Days.
Do you want the world to know just how “great” your product or service is, but don’t have the budget to pay a PR agency? So if you want to know how to get a story to the local news. but can’t invest in a full Public Relations Campaign right now then this is for you. we break our 20+ tactics down into 4 simple categories – so that you can be armed with free ways for the different areas of PR.
Post #1. 12 Best Ways to get ‘free’ Media Coverage
1. Write your own Press Releases [PR] like a pro
What: When you pitch your story to a Reporter, you need to send it in the “expected” Press release” format. Then they’re more likely to use it because you’ve made their over-loaded job much more easy. They’ll look forward to more from you in the future.
Why: A well-written Press Release helps the Journalist by giving them an “angle”, all the information they need + extra details about the subject. By doing this, you save the Journalist time & make their lives easier, Plus, they’ll be far more likely to publish it.
How: Created a Press Release template that gives you the format Journalist want. Have a Journalist (or someone else who’s been successful at PR) review it for format.
2. Help a Reporter Out (HARO) to be their Hero
What: Just as its name suggests, Help A Reporter Out, is a nifty platform that gives you the opportunity to become a source for Journalists already working on similar stories.
Why: Although there are plenty of people vying to get their attention, reporters often find themselves short on sources for the stories they are writing. So HARO allows them to ask for insight into various topics. People like you can respond with expert answers. It’s a “win-win” for both parties, and a great way to develop a relationship with a key person of influence. If you are successful, they’ll name you & your business in the piece – and hopefully, give a you a Back-Link to your Website.
How: HARO sends out Emails with a list of topics, once you see one that you can offer help with, click on it and say your piece. This is where it’s a great idea to have your Messaging, Unique Selling Proposition & Pitch honed – so they’ll pick you above the rest.
3. Be “personal” to get a Reporter’s attention
What: Find a unique and memorable way to send your product or service to a Reporter.
Why & How: Journalists are inundated with PR and you have to work hard to capture their attention. Some people recommend using a paid PR Distribution service, but we prefer a more creative route. If you can send your product to them (or do your services for them), with something eye-catching like a handwritten note or personalised item, they are more likely to pay attention. If they don’t respond, don’t ask for your product back.
4. Offer an “exclusive” story to one Media source
What: If you have a really exciting and genuinely newsworthy story that belongs to you alone, you can offer it to one source exclusively.
Why: This tactic will work brilliantly if you have a story that’ll engage a big audience + one that would appeal to lots of media outlets. By offering an exclusive, you demonstrate to the Journalist that you see their source as one of the most important and the place that the story best fits. If you are right, they will love the chance to beat their competitors to the story.
How: Once you’ve crafted the perfect PR for your story, explain in your Email pitch that this is being offered “exclusively”, so the journalist knows it is only for them. Make sure you’ve done your research so that you’re a good fit with their news stories and then you’ve got a much better chance of success.
5. Take great Pictures and never send a PR without one
What: You have no idea of how many great stories have been rejected, because they don’t have a decent Photo to go with it.
Why: We live in a visual world and that means your carefully crafted words won’t do the job all on their own. When you develop a story to pitch to the media, think about how that story can be expressed visually. What can you use to give the reader context & emotion, to demonstrate the angle? Make sure the picture is “hi-res” so it can be used by journalists both online & in print.
How: When the reader looks at the picture, it should tell the story and intrigue them to read on.
6. Get on Podcasts to reach a whole new audience
What: Podcasting is a fast-growing “content” medium that reaches big audiences when done right. You know what Podcasters need? More guests – and that’s why you can get in.
Why: It takes some research, but you need to find out which of the Podcasts out there are aimed at your target audience. As a guest on a respected & popular Podcast, you’ll be able to speak to many, many people – all at once. After that, you can re-purpose that content all over your digital marketing, and get useful Back-links from the Podcast website (make sure to ask!).
How: Find & listen to the Podcasts that are relevant to you. Work out a good angle for your guest appearance, then contact them with an offer to appear. Showing knowledge of what they do in their episodes, will show them you are serious and want to fit in as part of their content.
7. Become a Thought leader and make a name for yourself
What: Position yourself as an “expert” in your field and comment on applicable stories in the media.
Why: Thought leadership is being known by the media as an Expert on your niche. You become an industry voice, commenting on issues & stories that matter to your business sector. Thought leadership is a “sure-fire” way to build a strong reputation – helping you reach new audiences and increasing trust with those that already know you. It’s a powerful tactic to get people to gravitate towards you and your business, then eventually, buy from you.
How: Let the media know that you are available and why they need to hear from you. Learn how to write a Media Pitch. then: 1) send your local news media comment on applicable stories, 2) pitch yourself to your local radio station to appear on a talk show or 3) publish articles on social media. Tip – get some Media Training to sound like a pro.
8. Get to know your Industry publications
What: Every industry or sector will have publications – whether in print or online – specifically reporting on them. You need to know what yours are.
Why: Getting to grips with your Trade Press will help you in two ways. 1) you’ll keep up with the news & innovations you need to know, & 2) you can get to know who writes about your sector and what they focus on. These are vital bits of information for building your PR Plan, so when you do pitch a post, you do it perfectly.
How: A simple Google search should reveal most of the info you need. But if you are uneasy about missing one, go over to online News Agents and browse their selection using the industry filers. You’ll have your list in no time at all.
9. News-Jacking: Piggyback on national News stories to get coverage
What: Spot news stories in local & national papers – to become the local expert.
Why: PR is all about creating great stories that will drive home the core message of your business. If you spot a national news story that you can add valuable insight on, follow it and find your angle. In doing so, you can take the news that is nationally or internationally relevant and position yourself as the local “expert” in it.
How: Keep an eye on the headlines and when you spot a story that would work, act fast.
10. Make a comprehensive Contact List to do Influencer Marketing
What: Build a list of Journalists, Bloggers & other influencers to engage and continue to update it – so you can get your business in front of new audiences.
Why: The greater your network, the greater your influence. Get your story shared by respected Journalists, Bloggers or Social Media creators – to get to thousands of new potential customers. Yes, you need a budget to do Influencer Marketing, but if you give them a story they can’t refuse, most are open to more authentic relationships.
How: Start off by making a simple list of all the media platforms & influencers that apply to you – online & offline – that are connected to your industry. Make a note of the names, Email & phone numbers of each person you think might be worth approaching. Reach out or pitch to a new person each week so that you are constantly building your network.
11. Set up Google Alerts (& never miss a mention again)
What: Don’t have time to trawl thru Social Media search engines? Just set up Google Alerts on various names & words and you’ll get notified each time.
Why: You don’t want to miss out on a chance to find out the latest news or comment about your industry. Google Alerts are designed to keep you in the loop for free, and you can create as many of them as you need. This helps you to identify trends, key people of interest & topics that could be leveraged for free PR. You can also have them for your competition, so you can see what’s being said about them, or what they’ve got to say.
How: Just go to Google Alerts and start creating the ones that matter most to you. Be selective and targeted, so you don’t end up getting pinged for stuff you don’t need to know.
12. Use ‘Awareness Days’ to your advantage
What: All across the world there are days of significance, special interest or awareness that you can build a free PR story on.
Why: Publications love Awareness days because they act as a short-hand for the reader and give context to a story..
How: You’ll find Calendars that mark special days of interest all over the Internet. Find the days relevant to your business and plan some content around them. It’s a good idea to plan ahead and make sure you send the story at least a week before – to ensure it reaches the report in time for them to work it in.
Post #2 Use your Content as Free PR
Post #3 How To Build Influence On Social Media
Post #4 Use Your Network & Events To Get Free PR
Comments: Do you know any other way to get “free” PR?
from Class-PR (not President) 6/19 enhanced by Peter/CXO Wiz4.biz
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