StartupStockPhotos / Pixabay
PR agencies are ridiculously expensive. Luckily, doing your own PR for your business isn’t that hard.
This year, either my business or myself personally have been featured in 3 separate local publications, 2 local TV news spots, a radio spot, and an insert in the nationally syndicated USA Today.
One of the spots in a local business publication was titled “Renowned social media expert offers class to local students”. Talk about some great PR!
Another was a personal interest piece related to advocacy and philanthropy work I do in early childhood education. You’ll notice it barely even mentioned my business. That’s important and we’ll talk about it below.
In addition, I’ve gotten clients featured as well as my daughter’s preschool. Total time and effort to do all of this? Less than 10 hours.
What Doesn’t Work
So here is what most budget PR firms do and I recommend that you not do:
- Have mass emailing lists of journalists and other media contacts. Mass emails are one of the quickest ways to get your PR article ignored.
- Use PR wires and other outdated techniques. These can cost $400 or more for a single wire. And guess what? Most of them syndicate to junk sites or sites where the story is only posted temporarily. These add little to no value to your business.
- They write multiple pieces per week and basically just spam the wires and their email lists of journalists. This will more or less blacklist you with anyone on the list.
Now, not every PR firm follows such generic protocols. But if they’re really running more tailored PR, their costs will reflect that and be out of reach of any but the largest clients.
So far this year, we’ve gotten every single piece of PR we pushed published by a respectable outlet. That’s right. Every single one.
So, how did we do it?
Don’t Promote Yourself
Sounds counter-intuitive, right? Isn’t the entire point of PR to promote you and your company?
Actually, no. Great PR simply gets you in front of people on topics of your choosing.
First and foremost, great PR is a story. The focus is not your company, it’s your story.
The worst PR pieces are those awful articles that simply state Company A was acquired by Company B. Or Company A has hired so and so. Nobody cares.
The only reason a piece like that would even see the light of day is if it’s a really large company like Microsoft and the publication 1) thinks it may get some traction and 2) they have some space to fill because they’ve got nothing else that week.
I always write interesting stories. When you look at your piece, think “Would I want to read this if I didn’t work for my company?” Since you can be more than a little biased, have someone else read it who doesn’t work for your company as well and get their feedback.
If it doesn’t peak your and their interest as a story, it’s not good enough to submit.
When you make the story the center of Go to the full article.
Source:: Business 2 Community