How to Get PR
by: Allison Bliss
There is a process for successfully getting publicity about
your business or organization. Publicity is no great mystery,
just a thorough and strategic sales job. You are selling
content to a publication or website who needs it to entice
their readers. No publicist can guarantee a publication will
print stories about your company because the publisher or
editor ultimately controls the content of a publication.
However, here is the method we recommend:
Process outline:
1. Know that publicity is really a sales job. Sure, there
is some good strategy involved just like in sales. It’s
about pitching your idea to get a publication to “buy” (print)
your story or interview you as an expert in your field. This
works best when you establish a relationship with the editor
or publisher so they can trust the information you’re
submitting. Relationships take time to develop. So, just
like any sale, be sure to educate yourself about who your
targeted publication markets are, what they want, plan your
campaign and remember; “the sale is made in the follow
up”.
2. Determine how your publicity will support your marketing
goals. Develop stories and the pitches on those subjects
in a careful & strategic manner. Write compelling and
educational stories that would interest the readers of the
particular publication you are pitching.
3. Understand that editorial stories are NOT advertisements.
Your story pitches cannot be advertisements for your companies.
Advertising and editorial are two different entities in publishing.
4. Create a press kit. (see our flier on the elements needed
for a press kit)
5. Make a list of all the publications you’d LIKE
to be in, those you think your targeted market will read,
or others who might be very interested in the content you
have to offer. Include websites and other electronic media.
6. Do NOT spam one press release to all major media in your
area. This is only done in extremely specific instances,
otherwise it will backfire on you. Rather, select your media
wisely and send your press release to those you know are
interested.
7. Call the publications to ask for a media kit. Review
their editorial calendar, read their publication over time
to strategically find out what they are looking for. Database
their contact information.
8. Identify all the columns in each targeted publication
to whom your article is appropriate for submission. For example,
if you are pitching a story about how business owners can
best manage their IT services, pitch to the Technology editor
as well as the small business editor. If you have new products
unique to the marketplace pitch to the “product review” editor—note:
this is unique to specific industries and not to be confused
with advertising. *A
9. Write a query to the Editor(s) or Columnists/Writers.
In one paragraph pitch the overview of your idea to make
it compellingly interesting so they’ll want to “buy” it
and understand how their readers will gain value from it.
*B
10. Submit queries or stories the way the publication wants
to receive information—via email, fax or mail. A query
is simply an inquiry to the editor asking if they would be
interested in what you have to write about and asking for
guidelines. Where possible, include your press kit with your
actual press release or story submission.
11. Be prepared to write (or have pre-written) the story
you are pitching because in the media, speed is everything.
If an editor finally does call to say they’d like your
submission, you should be prepared to get it to them in one
day. *C
12. Create a list of 5-10 articles you could prepare quickly
so if a publication calls to request an article, you can
respond promptly. Be sure the topics support your marketing
goals without being (subversive) advertising.
13. Follow up as appropriate. Every publication is different,
so it’s best to seek professional help with this so
you don’t harm your reputation by making common mistakes.
My rule of thumb is that “In the follow up is the sale”.
It is hard, takes time and is necessary to develop a relationship.
*D
NOTE: #4
14. Track all progress on a database, to help you note action
items and results. The most successful campaigns are developed
over time (remember, it takes time to develop a relationship)
so should be tracked to help you remember, be consistent
and efficient.
If you’ve not directed your own publicity campaign
before, we recommend you get expert advise at these stages
of this process;
*A. review of selected targeted publications,
*B. review or editing your query and pitch the first time,
*C. evaluation or editing of your story—get an expert
viewpoint to ensure you’re on target,
*D. short training session on how to conduct follow up,
what to track
WE CAN HELP
If you do not have the time or inclination to do this work
yourself, give us a call—that’s what we do. We
help clients create professional press kits and publicity
campaigns to further their marketing goals and get the recognition
they deserve. Our services include creating all elements
in a press kit, strategic planning for a publicity campaigns,
integrating marketing and publicity, selecting a strategic
media list to target, and follow through to net the return.
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