Many people look at PR as an expense that they want to avoid if possible. Don’t go there my friend! Instead, look at PR as a valuable, relatively inexpensive and highly effective marketing tool that can drive more customers to your door be it digital or brick & mortar.
Every one of you can create media interest in your business when you understand what it is the media want, how to reach them and when they are most likely to use what you send them.
What do they want? It depends on who their audience is. For example, if you have a technical product that is a whiz-bang problem solver. Choose a media outlet and writer that speaks to those who might buy your product. Don’t waste their time. Use the subject line of the email to identify the problem your product is solving. Tell them in the body of the short, concise email (2 paragraphs or less) what problem your gadget or system solves and the amount of money and time users are saving by using it. Give them the link to your site and your phone number. They will be back to you when they can.
No matter the product or service you are selling the same rules apply.
- Don’t waste the media’s time.
- Put yourself in their shoes before you contact them – don’t badger them with a dozen emails a week. Give them some time.
- Make it easy to work with you.
- Always, always get back to them as soon as you can. Their lives are ruled by very strict daily deadlines.
Want more how-to tools for working with the media? Let me know what interests you.
