It’s 2020 and getting publicity for your business should be at the top of your marketing agenda. Odds are, at least some of your competitors are taking advantage of earned media and publicity, so why aren’t you?
Getting media coverage in highly coveted publications can help you increase traffic and exposure, boost conversions and sales, and improve your overall brand awareness. It can also differentiate you from others in the marketplace.
If you’re not sure where to start, try these 8 quick publicity tips on for size. Don’t worry, we won’t suggest anything outdated or obsolete like sending a press release (eye roll).
- Use free PR tools to your advantage. There are a number of free or low cost PR tools, like HARO, that can connect you with reporters and journalists who are already writing stories related to your industry. Better yet, they’re reporters and journalists who are looking for sources like you. I’ve managed to land stories in the Huffington Post, and CIO Magazine from pitches I’ve sent on HARO.
- Elevate your thought leadership profile. Do you ever wonder how some people quickly become authority figures or mini celebrities in their industry, and end up getting a ton of media coverage? The answer is thought leadership. By creating free, valuable content and pitching it to industry magazine, journals, and blogs, you can quickly become an authority figure in front of people in your industry. The key is value added content and insights, not vague, poorly written content. Quality and expertise is imperative.
- Make editors your best friend. It’s 2020 and everything has gone digital. But don’t underestimate the value in real relationship building. By getting to know the editors at publications in your niche or industry, and treating them like a real person, you’ll be well on your way to establishing a mutually beneficial relationship that could result in serious media coverage. Follow them on social media, share their stories, comment on their posts. Draw the line at stalking (obviously), but do get to know them.
- Stop pitching your product or service. I hate to be the one to call the baby ugly, but your product or service is rarely as exciting as you think it is, and you’re far more likely to get media traction by pitching yourself as an expert in your industry and offering up your expertise. Don’t underestimate the value of getting mentioned in a trend piece, or getting your brand mentioned in a breaking news story.
- Learn to use newsjacking to your advantage. What’s newsjacking? It’s the process of inserting your expertise or your brand into trending stories in an effort to get media coverage. For example, a couple years back, when the Tide Pod Challenge PR crisis was happening, I lent my PR expertise to Cheddar on a story they were already covering about Tide Pods. Because I was aware of what was going on in the PR world, I was able to use my expertise in a trending story.
- Don’t underestimate the power of influencer marketing. This can be especially helpful for fashion, beauty or travel brands. By adding social media and blog influencers to your media list, and forming strategic partnerships with them, not only can you get social proof for your product or service, but you can also increase social engagement around your brand.
- Don’t ignore networking and events. The best publicists and PR pros know that there’s still inherent value in networking. By attending local or industry events, not only can you meet other people in your industry that could help your business grow, but you might be able to meet reporters and journalists in real life, who are covering the event. There’s still something so valuable about eye contact and a firm handshake. In fact, I’ve been able to secure PR coverage for a few non-profits by attending local events and introducing myself to the reporters who were in attendance.
- Don’t stop once you get PR coverage. So, you finally got the PR coverage you were after? Great! But your job isn’t over yet. By taking a few small steps to build momentum around the PR piece, you can get more eyes on the story, and potentially attract more reporters (and customers) to your business. Sharing the story on social media, in your e-mail list, and adding media logos to your website and marketing materials are just a few ways to maximize the value of PR coverage.
Brands are starting to realize the inherent value in PR and earned media. Will 2020 be the year you become a rising star in your industry too?
If you’re still unsure of where to start, contact us today to find out about our PR and Whitelabel PR Services. We guarantee results on every campaign, and are literally the secret weapon behind hundreds of other agencies around the globe!