Tag Archives: Media relations

Get Your Business in the News

We’re hosting a free 45-minute informational webinar to help you earn media coverage.

If you’re working in public relations or running a business or nonprofit, our workshop is perfect for you.

The webinar is on December 16, 2013 at 11:30 AM EST.

You can register here.

We hope to see you on Dec. 16!

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Filed under Branding, Investor Relations, Marketing, Media Relations, Press Release, Public Relations, Publicity, Social Media

How to make news for your business…

Television Studio

We have some special advice for our Facebook fans who would like to obtain some favorable coverage of their business in their local news media.

Now that we are in November, several major holidays occur over the next two months. This marks a great time to tie your business – or your product – to the season. Need examples? Here are three:

  • Running a travel business? Call (or email) the features editor at your local newspaper and pitch a story about popular travel destinations for the holidays. Better yet, why not go for something unique and point out a place that’s off-the-beaten-path: the perfect place to go for the couple that wants to get away from it all during the holidays.
  • Selling jewelry? Do you have a unique piece of jewelry that has a story behind it? If so, call or email a business reporter at your local television news and explain why a particular piece of jewelry makes a unique holiday gift. What makes a piece of jewelry unique? Ask yourself these questions: Is there a history to the jewelry that would resonate with people in your region? Are the raw materials environmentally friendly? If none of these apply, is there a particular type of jewelry that is extremely popular right now? Can you explain why? If so, you may have the makings of a good story.
  • Are you a fitness expert, counselor or life coach? New Year’s is just around the corner. Call the health reporter at your local news station or the lifestyles or features editor at your hometown newspaper and pitch a story on New Year’s resolutions. Why do most people not keep them? What can someone do to increase the chances that they will stick to their resolution? What types of things should people be doing to start anew (from a work, family, diet, exercise or social perspective) at the start of a new year?
  • Keep in mind that your story pitch can’t come across as blatantly self-promotional, or else the media won’t be interested. How do you avoid that? Just be other-centered when you pitch the story. That means think about how the story you’d like to see in print, online or on TV affects others in your region. Make sure you explain that connection to a reporter.

    Make this the season to get your business some media coverage and hopefully some new customers. Even if you don’t get coverage, just by sending that email or making a phone call, you’ve put yourself on the radar screen of your local media. Sometime over the next few weeks is a great time to make that connection!

    Find us on Facebook at https://www.facebook.com/pages/My-News-Wizard/217711711701595.

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    Filed under Branding, DIY PR, Marketing, Media Relations, News Angles, Press Release, Public Relations, Publicity

    Where does publicity (and PR) fit into the marketing mix?

    Planned Obsolescence - New Product Stands Out
    Marketing is more complicated than ever. From search engine optimization to content marketing and traditional advertising, opportunities to communicate key messages to your target audience abound.

    Where does news media publicity fit into the marketing mix?

    Just like social media, working with the news media is one way of getting your message out. A well-placed feature or news article can increase awareness of your organization or product.

    Like other marketing vehicles, news media coverage can be very broad or segmented, depending on the media outlet.

    In addition, so-called earned media coverage can help you build credibility and develop a strong brand. It doesn’t shout out, “Look at me!” in a way that other forms of promotion might. And media coverage can come at a lower financial cost than advertising, promotions, direct mail, etc.

    But remember that as part of their story about your organization or product, reporters will often call customers or others in your industry for comment. What they say about you can shape the story.

    That’s why good public relations — distinct from publicity — is so important. Ongoing communication with your customers, vendors, suppliers and others (keeping them informed of new developments and responding to their concerns) can help solidify a good reputation and ensure that when a journalist calls, others say positive things about your organization.

    That is one of the best ways to market your organization.

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    Are you a good spokesperson for your business?

    spokesperson
    Media coverage can generate greater awareness of your business and enhance your credibility (since you are being cited as an industry expert). But when the media calls, who should speak on behalf of your business?

    If you have a designated communications person, that’s great. But if you’re running a small business, you probably don’t have someone dedicated just to media relations. And often, the media will want to interview you, the small business owner, anyway.

    So, how do you prepare to meet the press? Follow these 3 rules to put your best foot forward:

    Rule #1: Know your stuff. Because you own the business, you most likely already possess one of the most important characteristics of a good spokesperson: you know your business – and your industry – inside and out.

    Rule #2: Know your audience. To whom are you speaking during the interview? You should know the audience of the media outlet. Is it a local television station that reaches the general public in your geographic region? Or is it an online trade publication that serves a more technical audience? Most importantly, know how the media outlet’s audience matches up with your customer base.

    Rule #3: Know your message. What do you want your audience to remember? You should always go into a media interview with three key points that you want to communicate to your audience (and to the journalist). Emphasize those points throughout the interview by repeating them and coming back to them if necessary.

    Follow these 3 rules and you should be on your way to representing your business well.

    Visit our website and follow us on Twitter @MyNewsWizard.

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    Filed under DIY PR, Leadership, Media Relations, Public Relations, Publicity