Getting free publicity can be simple. In fact, the reason many businesses get it wrong is they try to overcomplicate things. Ever heard of KISS? It stands for ‘Keep It Simple Stupid’. No offence! It’s a phrase that could almost have been invented for PR (press or public relations). When trying to get free publicity, here are my five tips which I hope will prove useful:
1 Tailor your story to the audience
Journalists are focused on their audience. If the people for whom they are creating content want to know about a specific subject, that’s what they will write about. If you seek publicity for something else, they won’t be interested. You need to understand exactly what your target audience is interested in and make your story fit. Get that right and it becomes much easier to persuade journalists to write about you.
2 Be different
It’s the best way to capture a journalist’s attention. Your story must be packed with ‘standoutability’ (a made-up word that sums it up perfectly). Journalists get hundreds of press releases and story suggestions every day. If yours are the same as the rest, they’ll go the same way – in the bin.
3 Become an expert
If journalists recognise you as an expert in your field, they’ll turn to you first for comment, time and time again. And that means your customers will know you’re an expert, too. Incidentally, it doesn’t necessarily matter if you are a true expert; what matters more is who positions themselves that way first to journalists and their audience.
4 Make journalists’ jobs easier
Most press releases sent to journalists go straight in the bin (these days they simply hit the delete key, often without even opening an emailed release). Largely, it’s because the people who write them don’t understand what journalists are looking for. Once a journalist becomes interested in your business/story, make sure you give them what they ask for – information, quotes, photographs, etc – and do it quickly. You can lose media attention as quickly as you attracted it if you don’t make the journalist’s job as easy as you can.
5 Generate creative ideas for stories
If all you’ve got is a run-of-the-mill story, forget it – why would a journalist want to write about you? You’ve got to use your imagination. You must be creative and seek to generate stories that inspire and sustain interest. Find interesting angles where possible.
Journalists are desperate for great stories. This presents nothing but opportunity for you and your business. I look forward to reading about your business soon.
On the roller-coaster ride of running one’s own business, I used to think that having a fantastic product would be enough. As you know, this is far from the truth. This probably accounts for the 1% inspiration bit.
As I have discussed before, everyone expects you to be an expert in your business and in a small business, if you are on a shoe string and a one-man band, this means being an expert in everything. Is this the perspiration bit? The 24/7, never switching off, always being on task? Reading the paper on a Sunday looking for relevant articles, checking emails late at night when it’s quiet, cooking, etc..? I think the perspiration bit is also connected with the resilience of taking the failures as lessons to be learned, to stand up after falling, to get on with it and persevere when things may not be as rosy as one would wish for.
But we are in the 21st century and I would add another element. Yes, you had your 1% inspiration in your great idea and you are working really hard, which is your 99% perspiration. What about the communication bit? I think this changes the 1%+99% equation. Nowadays, entrepreneurs are required to twitter, to tell their story, to shout out their values and they are also allowed, and indeed expected, to drive their enterprises ethically. Green issues, fair trade, sustainability...
I think this is a great time to be an entrepreneur because it’s become the norm to have ideas and to communicate them effectively. I’m starting to learn how to communicate with people out there about what I’m trying to do – introduce new adventurous flavours of food that come from local growers and those who are far away, who share my passion for great food and respect for the environment and people. 21st century communication media - what a great opportunity to relate with possible customers and, hopefully, make a difference.
You can find out more about Marcela on the new interactive business website www.inafishbowl.com
At one of my PR seminars a while ago, I asked how many people had used or were using a PR agency. Half the audience put their hand up.
When I asked them to keep their hand up if they were satisfied with the results, I wasn’t surprised when most people lowered them again.
Some PR agencies are their own worst enemies. They fail to set clear expectations for their clients, they don’t keep them fully up-to-date with developments or provide regular written reports on actions and outcomes.
There is a perception that buying PR is a risk, but it doesn’t have to be that way, if you pick the right agency. Here are five signs that you might be better advised to find a new PR agency.
1 It’s staffed by PR ‘luvvies’ rather than former journalists. I may be a PR person now, but I was a journalist for 13 years. I get really annoyed when I meet PRs who don’t understand what it’s really like to run a business or what stories appeal to journalists. Effective PRs are results driven, they’re focused people. They understand what your business needs to achieve and what role they need play to aid your success. That’s why I prefer PRs who are former journalists. They understand what journalists really want and cut through the waffle that PR luvvies frequently add in.
2 It charges lots of expensive add-ons. If you ask for something unusual that costs your agency money, then fair enough, but doing day-to-day PR for your business shouldn’t create exceptional costs, certainly not without prior agreement. Basics such as media monitoring should be included in a pre-agreed fixed fee, not charged for as expensive extras.
3 It doesn’t understand there must a direct link between your PR and revenue – or how to put it in place: The most effective PR is direct response PR. That’s where you have a system to turn media attention into leads and those leads into sales. Without a system like this, you’re wasting your time. Most PR agencies claim there’s no direct link between PR and revenue. They’re so wrong it hurts.
4 It claims it’s all about contacts and press releases. Total nonsense. You don’t necessarily need a book full of media contacts or expertly crafted press releases to get coverage. Often you just need a good story and some basic knowledge about how best to bring it to the attention of the right editor.
5 It’s stuck in the past. I interviewed a potential employee recently who said the PR agency at which he worked focused only on getting clients into the newspapers. Still a powerful way for many businesses to get good publicity, agreed, but if you’re going to do direct response PR, you must also secure online coverage. In the modern world, for many businesses, it’s crucial. Many PR agencies talk about online PR, but don’t really understand what it is or how to do it effectively.
Paul Green, Publicity Heaven
If your well-crafted and targeted press release hits the spot, soon you can expect journalists to contact you for more information or an interview. Usually, for newspapers and magazines, these take place over the phone in a few minutes.
Don’t panic – tough questioning by journalists is usually reserved for politicians. Instead, journalists will simply be seeking to add a little colour to the story by way of a few well-chosen quotes or sound bites.
Here are a few basic tips to ensure you come across well.
Be prepared. Re-read your press release (or story suggestion) and make sure you have swotted up on the subject. If you have a couple of updated or additional interesting facts to throw into the conversation – all well and good – but don’t go over the top, because the journalists will only be able to write about so much.
Anticipate likely additional questions and have your responses prepared in advance. Practice your responses with someone you trust.
When doing the actual interview, use notes as a prompt. Don’t read verbatim from a script because it could be interpreted as lacking confidence or knowledge (or worse still – having something to hide). Be warm, human and friendly. If you don’t know the answer to a question, be honest enough to say so. If necessary, offer to find out the information and forward it on to the journalist as soon as you can.
Knowing what you are talking about will help you to sound more confident, which will make you come across as more credible. Avoid jargon at all times – it only confuses people. Use simple language to explain key points.