Becoming a little famous - the power of p.r.
P.R. (public relations) can be one of the most powerful tools in your marketing toolbox. When managed correctly, it can add a lot of credibility to you and your practice, it's often loads less expensive than advertising and more believable. Plus, and it's a big plus, it positions you as an expert in you niche.
Like your overall marketing efforts, or your business in general for that matter, it all starts with a plan. What are you trying to accomplish? What steps must you take to get there? Becoming a household name overnight probably isn't likely, although it can happen. Shooting for some local, regional or niche recognition might be a little more achievable.
Contrary to popular belief, more isn't necessarily better when it comes to your p.r. strategy. Begin by researching your potential media contacts carefully. Check your local and regional business press along with trade publications relevant to your niche. Who's writing what? What's the tone of the publication? Is it a good fit for you? You can cruise the local library and peruse the Standard Rate & Data (SRDS) or Bacon Media for information on various media. Another source is the Writer Market. Or, you could simply swing over to your local bookseller, grab a cuppa java and spend the afternoon sipping some caffeine and looking over newspapers and magazines.
It's important to remember that editors, reporters and writers tend to busy lot and they're bombarded with enough p.r. stuff to fill an ark a couple of times over. Be sure what you send and who you send it to makes sense. Your submissions should be newsworthy and of interest to the medias' audience. Tailor your writings to tie-in well with the style of the publication.
If all this reads like a lead in for writing press releases, you're right. But, press releases are just one technique for immortalizing your name in print or on the airways. Here's a few more:
1. Letters to the Editor
Frequently overlooked, Letters to the Editor are often one of the most read sections in a publication. Read some articles in your favorite publications. Whip up some poignant prose and shoot it off to the editors. Along with your name, most will also print your business name, so don't forget to include that as well along with your other contact info. You never know. Your comments might just spark an interview request or a call for your expert quotes to be included in an upcoming story.
2. Pitch Letters
Don't sit around an wait for the moguls of media to dial up your number to plead, on bended knee, for an interview. It ain't gonna happen. send off a well-written pitch letter that explains why you're the bee's knees on this topic or that, give your credentials and let them know you're eager to help them out when a story idea comes up that's a good fit.
Don't forget broadcast media as well. There's plenty of opportunities to nab an interview on radio or t.v. when they have a piece about your area of expertise. Developing those relationships will help insure they call you when they need some expert quotes and commentaries.
3. Son of Pitch Letter
If you've got a couple of bucks and aren't into letter-writing, don't sweat it. Try PRLeads.com. For a few shekels ($99/mo US), these folks will get your name in front of those who can skyrocket you to stardom ... or at least interview you for their upcoming stories and articles. Leads are emailed to you and you get to pick and choose the ones you want to follow up on. Also, poke around their site and you'll find a lot of good info about the ins and outs of p.r.
4. Columns in Local/Regional Business Publications
If you do some hunting, odds are you'll find a few relevant business publications in your area. Send the editor a pitch letter about writing a regular column on your topic.
5. Press & News Releases
Releases should be the foundation of your p.r. efforts. Again, they should be timely, newsworthy and of interest to the medias' audiences. One or two pages will usually do the trick. Include art and photos when possible. Don't freak out if your first few releases don't end up splashed on the pages of the pubs. It takes time to build a relationship with the media folks. Editors want to see that you'll be a consistent resources for them. Strive to make things easy for the reporters and writers. Call them to find out if they prefer snail mail, email or faxed submissions. Ask is they're the right person to send to and be sure to get the correct spelling of their name if they are.
A well-conceived public relations plan, correctly and consistently implemented can reap large rewards for a small investment. It won't happen overnight, but if you keep at it, it will happen. Then next thing you know you'll be basking in your 15-minutes of fame. If you play you're cards right, you can parlay that 15 minutes into an ongoing sparkle over the course of your career.
Like your overall marketing efforts, or your business in general for that matter, it all starts with a plan. What are you trying to accomplish? What steps must you take to get there? Becoming a household name overnight probably isn't likely, although it can happen. Shooting for some local, regional or niche recognition might be a little more achievable.
Contrary to popular belief, more isn't necessarily better when it comes to your p.r. strategy. Begin by researching your potential media contacts carefully. Check your local and regional business press along with trade publications relevant to your niche. Who's writing what? What's the tone of the publication? Is it a good fit for you? You can cruise the local library and peruse the Standard Rate & Data (SRDS) or Bacon Media for information on various media. Another source is the Writer Market. Or, you could simply swing over to your local bookseller, grab a cuppa java and spend the afternoon sipping some caffeine and looking over newspapers and magazines.
It's important to remember that editors, reporters and writers tend to busy lot and they're bombarded with enough p.r. stuff to fill an ark a couple of times over. Be sure what you send and who you send it to makes sense. Your submissions should be newsworthy and of interest to the medias' audience. Tailor your writings to tie-in well with the style of the publication.
If all this reads like a lead in for writing press releases, you're right. But, press releases are just one technique for immortalizing your name in print or on the airways. Here's a few more:
1. Letters to the Editor
Frequently overlooked, Letters to the Editor are often one of the most read sections in a publication. Read some articles in your favorite publications. Whip up some poignant prose and shoot it off to the editors. Along with your name, most will also print your business name, so don't forget to include that as well along with your other contact info. You never know. Your comments might just spark an interview request or a call for your expert quotes to be included in an upcoming story.
2. Pitch Letters
Don't sit around an wait for the moguls of media to dial up your number to plead, on bended knee, for an interview. It ain't gonna happen. send off a well-written pitch letter that explains why you're the bee's knees on this topic or that, give your credentials and let them know you're eager to help them out when a story idea comes up that's a good fit.
Don't forget broadcast media as well. There's plenty of opportunities to nab an interview on radio or t.v. when they have a piece about your area of expertise. Developing those relationships will help insure they call you when they need some expert quotes and commentaries.
3. Son of Pitch Letter
If you've got a couple of bucks and aren't into letter-writing, don't sweat it. Try PRLeads.com. For a few shekels ($99/mo US), these folks will get your name in front of those who can skyrocket you to stardom ... or at least interview you for their upcoming stories and articles. Leads are emailed to you and you get to pick and choose the ones you want to follow up on. Also, poke around their site and you'll find a lot of good info about the ins and outs of p.r.
4. Columns in Local/Regional Business Publications
If you do some hunting, odds are you'll find a few relevant business publications in your area. Send the editor a pitch letter about writing a regular column on your topic.
5. Press & News Releases
Releases should be the foundation of your p.r. efforts. Again, they should be timely, newsworthy and of interest to the medias' audiences. One or two pages will usually do the trick. Include art and photos when possible. Don't freak out if your first few releases don't end up splashed on the pages of the pubs. It takes time to build a relationship with the media folks. Editors want to see that you'll be a consistent resources for them. Strive to make things easy for the reporters and writers. Call them to find out if they prefer snail mail, email or faxed submissions. Ask is they're the right person to send to and be sure to get the correct spelling of their name if they are.
A well-conceived public relations plan, correctly and consistently implemented can reap large rewards for a small investment. It won't happen overnight, but if you keep at it, it will happen. Then next thing you know you'll be basking in your 15-minutes of fame. If you play you're cards right, you can parlay that 15 minutes into an ongoing sparkle over the course of your career.
