How to Secure More Press for Your Company
The value of good PR has never been higher than in today's
digital age, when information spreads rapidly and public scrutiny is intense.
The old saying "There's no such thing as bad
press" no longer holds true. Instead, businesses of all sizes are
recognizing the immense value of positive publicity, media coverage, and
endorsements in shaping their brand's reputation and perception.
A strong reputation is vital for attracting customers,
fostering loyalty, and maintaining a competitive edge in the market.
A thoughtful digital PR strategy plays a crucial role in
enhancing brand reputation and perception. Positive publicity, media coverage,
and endorsements work together to build trust, credibility, and positive
associations.
Positive PR initiatives can also highlight a brand's
values, mission, and ethical practices, instilling trust among consumers and
potential employees. When customers view a brand in a good light, they are more
likely to engage with it, recommend it to others, and develop long-term
relationships with it.
In addition to those benefits, good PR also fosters
customer engagement and loyalty by creating emotional connections. Impactful
storytelling, community involvement, and corporate social responsibility
efforts resonate with customers, leading to brand advocacy, positive
word-of-mouth, and, ultimately, brand ambassadors.
As a result, even if crises occur, brands with strong PR
histories are better equipped to mitigate the impact.
The PR and
Content Marketing Gap
Unfortunately, many brands still don't understand the
benefits of public
relations in marketing and fail to include a PR component in
their digital marketing
strategy.
One reason for that is PR requires a strong network of
media contacts and expertise in building relationships with journalists,
bloggers, and influencers. Many brands may lack the necessary connections or
internal resources to effectively navigate the media landscape.
Some brands may also hold the misconception that PR is a
pay-to-play game. If they think PR is solely about paying for media coverage or
buying advertorials, they may prioritize other marketing tactics, such as
advertising or influencer partnerships.
Although sponsored content and advertorials can be part of
a digital PR strategy, genuine media coverage relies on building relationships,
telling compelling stories, and offering valuable insights. Brands that focus
solely on paid channels may miss out on the credibility and authenticity
that earned media coverage can
provide.
Finally, brands may fail to recognize how the impact and
benefits of public relations in marketing can move the needle on their overall
marketing objectives. They may perceive PR as a nice-to-have rather than a key
driver of business growth.
Four Simple
Steps to Get Press Coverage for Your Business
Good PR helps your company reach new audiences and create brand awareness. That
increased visibility leads to more opportunities, higher website traffic, and
potential business growth.
When your brand consistently receives positive publicity,
it stands out in a crowded marketplace.
Follow the four steps outlined here to use PR effectively
and maximize its impact on your brand's success.
1. Build
thought leadership
Spark your PR efforts by taking a thoughtful approach to
writing your own content on your blog or website—or partnering with other
industry professionals to guest post on their channels.
You can use PR and content marketing to enhance your
reputation and position yourself as an expert in your field. And when
journalists reach out for insights or interviews, your demonstrated thought
leadership will make you a sought-after source, providing you with valuable
media exposure and further solidifying your position as a trusted industry
voice.
2. Have an
opinion
The Web is full of homogenous industry articles. If you
want to stand out, take a distinct, memorable point of view. Figure out what makes your perspective different from
others in your industry.
When you do get in contact with the media, ensure your
pitch isn't about—or like—others that the journalist is likely receiving
regularly. You might, for example, present a bold and thought-provoking stance
on a relevant industry issue or you might challenge conventional wisdom.
By offering well-researched insights and addressing
unexplored angles, you increase your chances of piquing the journalist's
interest and creating a lasting impact with your pitch.
3. Think like
a journalist
Journalists can sense a sales pitch from a mile away.
Instead, tell a story that is useful and educational.
The more you can provide value through PR and
content marketing, the more likely consumers and journalists alike will want to
learn about your brand and potentially purchase your product.
Start by putting yourself in reporters' shoes. Their goal
is to publish an interesting story as quickly and
efficiently as possible. The more you can provide them with a compelling quote
or perspective that is nearly "publish-ready," the more likely you'll
get quoted or featured.
You can also sign up for services such as Help a Reporter Out (HARO),
which sends email updates containing requests from journalists looking for
targeted story sources.
Although good PR and content marketing are valuable, they
should be consistent and align with your brand's values and actions. A cohesive
brand message and voice are key!
Positive press is the best press, and now is the best time
to start making it.
4. Write the
perfect pitch
When writing the perfect pitch, it's crucial to personalize
it for each journalist; for example, you might reference their recent work and
showcase your understanding of the journalist's interests.
For example, consider mentioning the journalist's recent
article on a specific topic and how your pitch aligns perfectly with that
focus. By demonstrating your familiarity and genuine interest, you can capture
the journalist's attention and increase the likelihood of a positive response.
Make your pitch timely by connecting it to current events
or industry trends, and highlight the unique value of your article, emphasizing
your expertise while offering fresh perspectives.
Keep your pitch concise and clear, stating the key
takeaways and benefits for the publication's audience.
End with a clear call to action, indicating your
availability for further details or an interview.
A well-crafted pitch that combines personalization,
timeliness, and conciseness is the key to securing valuable media coverage.
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If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or email me at john@x2media.us
Until next month. . . .remember. "you don't get a 2nd chance to make a 1st impression." Always make it a good one!!
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