Implementing
A Successful PR Campaign:
P.R. Does Not Stand For Press Release!
There's
no denying that the Internet is allowing more and more entrepreneurs
to start their own businesses and effectively market their new products.
However, there seems to be an increasingly common misconception
when these businesses try to generate media attention and publicity
for their products.
Over
the past several years, I have had more than a few clients come
to me seeking "a PR" to get people interested in their products/businesses.
That's right "a PR". Contrary to what some people think, PR is NOT
an acronym for "Press Release" - it stands for Public Relations.
PR is much more than just a press release and that distinction is
very important to understand.
I
often cringe when I see articles from well-intentioned "marketing"
experts that say, in effect: "simply write a press releases, pitch
it to the media and just sit back and reap the benefits." Unfortunately,
it is far from being that simple.
That
statement pre-supposes that the media release is written well -
containing all the right elements and newspegs to catch the media
eye - and that it is pitched and maintained in the correct media
market, which is often the downfall of many amateur PR campaigns.
By all means, a press release is an integral part of a PR campaign.
But a press release alone does not a PR campaign make. A successful
PR/publicity campaign for your business product, website or whatever
should include many, if not all of the following:
- An interesting, quality, newsworthy product that the media
(and its audience) will find merit in;
- A concise, articulate media release or story pitch - not
a glorified ad - detailing the benefits of your product/business/website
and what effect it will have for it's users;
- A supply of media "supportives" - product photos (digital
& hard copy), possible review samples, etc.;
- An extensively researched media list detailing all applicable
media outlets whose editorial profiles match your product/business
profile. Here's an important detail -- the targets of your pitch
should be "name-specific" not just "title-specific" media contacts.
By that I mean the media market research you compile should
give you particulars like Sally Jones-Cooking Editor not just
Tribune Newsroom or Managing Editor;
- A solid, trustworthy media contact vehicle that gets your
release/media kit directly into the hands of the appropriate
reporter/editor/producer and allows them to respond easily to
your pitch. (As always, beware of press release distribution
services that often times indiscriminately spew your release
to hundreds of untargeted media outlets with little or no results.)
Research to find out the preferred method of receipt of your
media targets - don't just assume an email will suffice. Whether
it's by snail mail, email, fax or phone calls, the media can't
run your story if they don't hear about it. For one reason or
another, some media may decide not to include your product/business
in a placement -- but don't let them say they weren't made aware
of it;
- Meticulous media relations to immediately fulfill media requests
(photos/interviews/product samples) and extensive media contact
follow-ups over several months to generate as many placements
as possible. Many times, media outlets can't immediately respond
to an initial pitch due to tight editorial deadlines and the
time it takes to wade through a multitude of similar media pitches.
I have found, without question, that the media interest continues
to increase as you re-introduce the pitch and gently "rattle
the media cage" over the course of the next several weeks/months;
- Some sort of media tracking capabilities -- whether it's
your own media follow-ups, Internet research, or a professional
broadcast/print clipping service. Having "hard copies" of the
placements generated by your PR campaign can be invaluable in
the further marketing of your business/product. Media placements
are a unique validation of the market acceptance for your business/product
and can help you convince new customers of that fact.
Think
of launching a PR/publicity campaign like flying a kite. The press
release (which aptly details your product/business) is the kite. But
if your kite doesn't have the proper amount of string, a good tail,
a strong wind and the expert manipulation of the kite flier - it has
very little chance of getting off the ground. But if all theses elements
are in place - a PR/publicity campaign can send your business soaring
like a kite on a breezy Spring afternoon.
-Todd
F. Brabender
Spread
The News Public Relations, Inc.
Generating publicity & media exposure for innovative products/businesses/websites.
(785) 842-8909 todd@spreadthenewspr.com
http://www.spreadthenewspr.com
