Since we have a fresh new year, I think it’s time to renew some basics about publicity from our “7 Steps to Successful Public Relations.” For example, just because you’re a small business owner, it doesn’t mean that you can’t get great mentions in big, media venues.
But how do you get started? Well, first you need to review your overall business plan and goals. Then, ask yourself what you want to accomplish with your PR efforts in relation to these goals.
Next, simply list the top media venues you’d like to pursue for a story or quote. For example, f you’ve always dreamed of being on the cover of Fortune Small Business Magazine, a guest on The Today Show or mentioned in The Wall Street Journal, write it down.
And along with this “big thinking,” also identify smaller and local media venues you should target. Often times, local media will cover a story in a different way than national media, offering you additional channels to connect with readers, viewers and listeners.
Now, take your list and look at your business goals. Write down the top concepts about your business that you want publicized. This way, you can stay focused and know the most important story angles and ideas to pitch when you reach out to the media.
And before you contact the media or post a press release, ask yourself if your idea is newsworthy. It must have an “angle” in order to get media attention. To find your story angles, get into the mind of reporters you’re targeting by familiarizing yourself with stories they’ve done in the past.
By studying the angles of stories they’ve previously covered, you can be smart about customizing your story to appeal to them. Ingredients of a compelling story angle include things like specific, special benefits of your product or service, groundbreaking innovations, current industry trends that you’re leading or following, special aspects of your personal background and/or triumphs in your business life, novel business practices, and other attention-getting variations.
Developing your angle can be challenging, but it can mean the difference between front-page news and the trash bin, so don’t skimp here. One note, an “angle” is typically not directly self-serving. Reporters don’t like doing “commercials” – they like stories with editorial integrity. So be diplomatic!
This is just the beginning, and there is more to cover. If you are ready to move on to the next step, check out all of the free details in our “7 Steps to Successful Public Relations” at http://www.startupnation.com/steps/77/3856/1/1/public-relations-action-plan.htm. By taking some time to review your public relations skills and activities now, you’ll start garnering media attention before you know it!
Do you need help reaching your business goals with public relations, SEO copywriting and marketing but just don’t have the time or resources? Please contact me here or at www.rembrandtwrites.com. I’d love to hear from you!