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How to Prepare for a PR Expert for Maximum Business Exposure by @eileenystheim

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by Eileen Ystheim

Business owners like yourself know just what you need to do to market your business online successfully, and you’re already on top of the latest market trends:

When it comes to blogging, you’ve got it covered.

When it comes to doing social media, you’re busy turning new followers into raving fans.

When it comes to podcasting, you’ve become a voice your market listens to.

When it comes to marketing, business professionals like yourself know what it takes to make income and impact – for a while.

But then the magic suddenly stops. Traffic to your website (both paid and organic) seems to have reached its peak. Your mailing list is no longer growing, and your income has plateaued.

When this happens, it’s time to get some outside help to ignite your traffic and help you get the attention that you need. Yes, it may be time to hire a PR expert and get some attention from radio shows, newspapers, magazines, and TV – both locally and nationally.

 

 

Have swipe files on hand

If CNN wanted to get your take on what’s going on concerning a current event, would you be able to respond quickly with a written bio and photo?

If you can’t respond in 5 minutes or less, then you need to reboot your swipe files before you start any PR work. A successful PR campaign is one that has ready-made media files on hand that you can use in case a producer or journalist needs your bio or headshot quickly.

Until you have these types of files at hand, hiring PR professionals at this point would be a waste of their time.

 

Narrow your focus

Being a jack of all trades sounds nice, but experts specialize in one area. Success is achieved in business when you dig “an inch wide and a mile deep.” That means success in business is best achieved when you focus on one area of your industry. A specialized focus allows you to provide better services to your chosen market.

Therefore, you need to target a particular client and only go outside your selected audience on rare occasions. When you adopt the three suggestions listed above, then you’ll be ready to do media outreach successfully.

 

No outlet is unworthy

Get your feet wet and start with local media outlets first. You can get exposure through local newspapers, magazines, and news channels that need to interview or quote an expert in your field.

Take advantage of local and regional outlets because they will most likely not be able to get interviews with national figures. For example, let’s say you’re a wellness coach with a lot of expertise worth sharing.

A local morning show in your hometown won’t be able to get wellness coach, David Kirsch, but you’re available. An advantage of starting small allows you to get your brand out there and establish your credibility as an expert in your niche.

Also, smaller media outlets give you practice that will help you be prepared for the bigger outlets.

 

Ways to show off your expertise

You can be one of the best wellness consultants or freelance writers around, but how will others know this about you? Do you share tips on healthier eating or writing tips on your social media pages? Do you blog about special diets or different types of content?

I’m sure you do, but you’re going to need to do more than this to get recognized as an expert in your niche. You have to put yourself out there further if you want to attract the attention of larger media outlets.

In other words, you’re going to have to look like an expert. No, you don’t have to go around buying expensive headshots, but you do need to establish your brand. Professional brand traits will let the media know that you’re the one they’ve been looking for.

 

Update your brand

It’s going to take more than just creating a logo and choosing your brand color to establish your brand. Remember, your brand represents your voice. It speaks to the people who will become your customers, and it tells your target audiences what makes you different compared to your competitors.

Your branding sets the tone for how people remember you, and it lets your target audiences know that you’re the one that can meet their needs successfully. Remember to cover the following areas when updating your brand:

• Facebook profile, business page, and groups
• LinkedIn profile
• Pinterest boards
• Podcast artwork and messaging
• Training/coaching programs
• Website and blog
• YouTube channel

 

Invest in Your Content

Expert advice that’s poorly written and filled with grammatical errors will scream unprofessional in a heartbeat! If you want your content to look professional and you need help, you must hire a content writer or editor.

They will lend your content a professional feel, and others— including media outlets—will see you as the expert you are. When your goal is to gain more brand recognition, you must take an objective look at how your business is operating.

Is your message in sync with your brand? Are you looking like a professional on your website, blogs, and social media profiles? When you address these issues, the media will start looking for you instead of you trying to get their attention.

 

 

I’m Eileen Ystheim, a vision-aligned SEO copywriter. I have over 13 years of writing experience as a journalist and press officer for a non-profit.

Now I run my own copywriting business where I offer compelling web articles, guest posting + SEO content for purpose-driven brands on a mission.

My secret sauce is compelling brand storytelling that makes your customers the heroes of your story, toppled with an extra spice of organic SEO traffic.

 

 

 

Public Relations in A Covid-19 World by @lucyrk78

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by Lucy Render-Kaplan | Featured Contributor 

Public Relations is most often the team quickest to respond to (unexpected) situations clients may find themselves in. Because of this, PR is often looked at as the quickest-to-respond communications department. Brands will be remembered for a long time depending on how they act during this crisis and how they are perceived. People are seeking answers and help and brands that can provide this in a sincere and well-informed manner will be the ones that come out of this the strongest.

You do not want to be remembered as the brand that is sending out sales newsletters for luxury vacations no one can take or hash jacking the #Covid19 tag just to garner higher opening rates. Leading with empathy and acknowledging that most people have lost their jobs or may be about to, should be your guiding principle.

It is nearly impossible to tune out of the constant news cycle covering the Corona Virus. The news is dominated by it and analysis, speculation and rumors are rampant on social media. As more states this week extended their stay at home order for another month, both brands and members of the media need to begin to plan for a longer “abnormal” time.

So, what does this mean for brands that rely on news mentions? Or for reporters and outlets that do not want to ignore the pandemic, but also still have deadlines on news outside of Covid-19? Editors know that while they are still the first line for conveying what the public needs to know, they also recognize that readers’ focuses are changing, and now  they are looking for entertaining and uplifting stories more than ever before. The media is looking for stories that give readers even a slight respite from the stress of all of this, and it’s up to us, as PR professionals, to provide those stories.

You may have better luck with local news. Stories about neighbors helping neighbors, food pantries available for those who cannot shop or have lost work, even shout outs to small businesses offering new services – deliveries, masks…think local when looking at what you are looking to pitch.

Keep in mind – no matter how much research you have done to deeply understand your current and potential audience, consumers’ priorities are changing rapidly to try to get a handle on their new normal. People are stuck at home for the foreseeable future and social activities that once filled families’ calendars are now blank spaces. There is an incredible amount of lost work, and daily we are given lists of festivals, sports events and cultural events that are being cancelled. While PR pros are certainly in a scramble to try their best at moving as many of these events online, the reality is most will be cancelled for the remainder of 2020.

What this means, is that more traditional events become more meaningful. Birthdays, Mother’s Day, and events as such will need to be planned as they never have before. This gives PR pros the opportunity to get creative and showcase how these events do not need to be sad days, but new ways of coming together for celebration.

 

Here are some tips to help guide your PR efforts during this time of crisis:

HELP. Then Help More.

No matter your situation, you still have the capability to help others. Yes, some of your clients may provide products or services that in no way can be made relevant to help during this epidemic.

That does not mean your clients cannot be of assistance to others. Depending on your industry, the ways to help will differ.

Perhaps you can organize team members to wear company shirts and help deliver meals to seniors (while always maintaining social distance and protection). You may be able to donate a percentage of profits to a charity assisting in Covid-19 care or research. Maybe you can utilize your platforms to offer tips on making working from home, homeschooling, or ways to stay healthy is something your audience would appreciate seeing you offer.

Yes, some of these ideas will not bring in revenue right away. However, the more trust you can build, the more consumers will think of your brand in a positive light when they are ready to make a purchase.

Strengthen Your Thought Leadership

While this is an ongoing goal for all public relations pros, now is an even better time to focus on employees you can offer as experts in their field. This helps your brand stay in the public eye despite any cancellations or postponements of scheduled launches or announces.

Look at having your clients write blogs on their websites, find guest blogging opportunities to grow a new audience or consider placing professionally written op-ed pieces that your clients have written on news sites. People have more time to read longer content than they may have had before so do not worry about TLDR.

Social Media is Better Than Ever

Marketers have been rejoicing (and complaining less about tricky algorithms!) as people are spending much more time on their computers and smartphones. Fear, feelings of isolation and craving to connect has elevated the use and importance of social media. It is a great time to engage with your customers where they are; learning how their needs and wants may have changed, finding out what questions they aren’t finding answers to that your brand can provide and ensuring you’re spending more time on producing content they want to see, over what your brand would like to get across. This will mean less posts about any new funding or showcasing people using your brand in ways and in locations they will not be able to replicate for the foreseeable future.

Now is the absolute time to rethink your messaging. We would recommend pausing pre-scheduled social media posts. Take the time to review each one and evaluate if it is appropriate or helpful considering our current situation. That is not to say you must scrap all the work you have done. Perhaps it just means putting certain content on hold. Before every post, we recommend asking yourself:

  • Is this necessary currently? Relevant?
  • Is this helpful?
  • Is this empathetic, inclusive and kind?

Where some brands have struggled with being transparent and 100% honest on social media, for fear of looking weak, or nerves or just not feeling comfortable with being “themselves” on social, it’s of utmost importance now. It may just take reframing your thinking – it has never been easy to be forced to layoff people because of COVID-19. The public is seeking information on how brands are internally responding to difficulties. You will find your brand earns respect with honestly and publicly addressing your brand’s struggles. Have you had to close an office? Reduce your workforce? Cancel orders? The faster you can honestly communicate this information to customers, the more they will respect you for being open and transparent.

The worst thing you can do is ignore the crisis and pretend you are conducting business as usual. This comes across as tone-deaf.

We all pray this COVID-19 pandemic ends quickly, but it is how your brand responds now that will determine how they fare in the future. Remember – brands are human. Customers are human. Everyone has new fears and stress and will benefit the most from thoughtful and helpful communication.

 

How Public Relations Can Benefit Your Brand by @lucyrk78

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by Lucy Render-Kaplan | Featured Contributor 

Public Relations is vital for increasing your brand’s visibility. Not only can it help more people learn about your company and services, it can strategically speak directly to your target audience. A successful PR campaign generates media coverage, builds your status as a thought leader, helps develop trust and increases your presence, which leads to more sales, new clients and even potential investors.

Develop Brand Identity

Getting the word out about who your brand is and why you exist is important! Only you can tell the unique story about your product or services and why people should choose you over other similar brands. If the public doesn’t know that you exist, you are missing out on sales and helping others via your services.

Grow Trust and Credibility

People buy from people they trust. More and more, consumers are growing wary of companies telling them who they are – they’re listening to others recommendations. When a company keeps popping up in the news or written about by a journalist people follow is not only beneficial in building trust, it can directly lead to sales. Being featured in the press – especially in this day and age, where social media outlets can distribute your articles across the entire spectrum of Internet users — allows you to leverage this attention as support for your cause. Create a press page on your company’s website so you can display your success in the press to viewers.

Thought Leader Spotlight

Your PR agency can work with the founder of your client’s brand or a spokesperson from the brand on how to best present on camera and in interviews with the press. They can then pitch them to talk as an expert in industry-related news. Having an internal spokesperson serve as an expert is a great way to grow awareness about your company and is key in growing brand awareness.

Create Buzz

A public relations campaign can help share your key messages, create or boost brand buzz and help you build an engaged following, leading to more exposure, clients and brand awareness.

Attract Donors & Increase Funding

Earned media coverage can attract donors and investors to help increase funding.  Media coverage is often vital and can be a deciding factor in how they decide to give.  A powerful PR campaign shows that you invest in your business, your reputation and have a commitment to growth, which is very attractive for funders.  The right media placements at the right times can be used to attract the attention of VCs and other investors. With the right messaging and strategy, PR increases your credibility as a stable and potentially lucrative investment target. So why do PR? If you’re an early- or mid-stage company, your next round of funding may depend on it.

If any of these reasons appeal to you, securing a publicist or signing with a PR firm may be the next step to level up your business.

How To Get Press…Even If You Are An Introvert by @ChristyALaverty

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by Christy Laverty | Featured Contributor

Photo by rawpixel.com from Pexels

Do you consider yourself a bit of an introvert?

Getting press and PR for yourself and your business can be hard at the best of times but it can be even harder if you are someone who feels more comfortable behind their computer than out in the world. Good news is you can earn media mentions and coverage without even leaving the comfort of your couch!

I think more and more people these days would say they are introverts rather than extroverts, or even a combination of both, but that doesn’t have to be a negative when it comes to getting the media’s attention. You don’t need to be a total extrovert to get press and promote your business.  These days there are many people who are running online businesses and getting it done like a Boss from behind the computer screen.

There are lots of great ways to connect with the media, even if the idea of standing in front of a television camera freaks you out!

Here are just a few ways your introvert ways can be a benefit. You can still earn media even as an introvert.

NERVOUS IRL (IN REAL LIFE)? ONLINE ROCKS

No worries if getting out in person in real life makes your sweat, that’s the beauty of social media. You can do everything in the comfort of your own home from behind your computer.

Social media is a great way to connect with journalists.

Be sure to make your social media profiles (Twitter, Facebook, Instagram, Pinterest, LinkedIn) as complete as possible. This is a great way for journalists to find you and the stories/content you are sharing. If you are running a business, especially an online business, you are using social media to connect with your customers and community already so be sure to add researching and engaging with journalists part of your to-do list. Don’t forget that is how journalists are finding you too!

Social media platforms are also a great way to find journalists to follow, see what stories/content they share and find out what they talk about. About 70 percent of journalist say they use social media, like Twitter, every single day to do their jobs (researching stories & finding sources). Create a list on Twitter of all your media peeps so you can easily find them.

Social media platforms are also a great way to find journalists to follow, see what stories/content they share and find out what they talk about. Anywhere from 50 to 70 percent (depending on the case studies and research) of journalist say they use Twitter, every single day to do their jobs (researching stories & finding sources). Create a list on Twitter of all your media peeps so you can easily find them.

Your website is also a way for journalists to find you. You want to make sure you have all your important contact information on your website. Make it easy for producers and reporters to reach you. Be sure to leave an email address and phone number in a spot that is easy to find. If the only thing you have is a contact form as a way for people to get in touch you will likely miss out. Journalists don’t have the time to look for your contact information or fill out a form and wait for you to get back to them. A great way to make sure you have all the right information is to create a Media Kit or Press page and post it as a page or a pdf on your website.

NETWORKING NOT YOUR THING?

That’s O.K. Journalists rarely have the time to attend events in person, especially producers, as a way to search for stories or contacts. Even if they do attend networking events and the like, they are there to have a good time just like you, so don’t expect them to come with notepad in hand to source stories. If you are pitching a story to a producer, email is still your best bet. You would rarely find producers taking pitches in person at an event, they likely want to leave work in the newsroom. Networking in person is a way to collect the contact so you can build a relationship later on.

PHONE PHOBIC?

Afraid to make cold calls to journalists? Well, that’s a good thing. Many journalists are not fans of the phone pitch. They are busy people and are always on deadline. Many journalists rarely have the time to chat on the phone and prefer to get pitched via email. Remember what I said about 70 percent of journalists use social media every day to source stories? Well, the same number of journalists still prefer to receive story pitches by email. They can read the pitch when they have time! That is not to say phone pitches aren’t possible but you need to do your research first so you know when it is best for a journalist to chat on the phone.

BUILD IT AND THEY WILL COME

This one is great! If you are sharing great content and are active online, journalists will find you. Build a great website or blog and create content that resonates with your community and clients then journalists will find you. Start sharing that content via your social media channels and you increase the chance they will find you. Many journalists use social media, like Twitter, to research stories and search for ideas. Let them find you!

Be sure to include a media kit on your website or, at least, have all the necessary information, like phone number and email, so the journalist can contact you. Don’t make them work at finding you. So, in order for journalists to find you, you need to be sharing great content from your own blog/website but also from other sources via social media. Be sure to share stories related to your niche or industry and add some comment/commentary. You want people to get a sense of who you are when you are sharing. It is all about creating a solid online profile or footprint. You want to drop those crumbs – leave a solid trail – so journalists can follow them to find you.

HELP A REPORTER OUT

HARO (Help A Reporter Out) is a great way to connect with journalists. Sign up for free and you get emails every day (even multiple times a day) to your inbox listing journalists looking for experts/guests/contacts for their stories. Sourcebottle.com is also a great tool you can use to get press. Both of these allow you to sit behind your computer and find journalists who are looking for someone just like you!

EVERYTHING BUT TV

I know you are probably wondering how you can do PR & media if you are an introvert and prefer to work from behind your computer screen but hear me out. I know most people think doing media and getting press means getting on television. Sure, that’s a big part of the media landscape but it’s not the only game in town. Radio, podcasts, newspaper, magazine and website interviews make up a large portion of the media landscape. OK, those mediums make up practically the rest of the media landscape and the best part is you can get yourself in all of them while sitting behind your computer. These are the best forms of media for all you introverts. You can do interviews for all of these from the comfort of your home  – think Skype calls, phone interviews, and email interviews. You don’t have to do T.V. to get press.

There is no doubt more and more of us are making a living from behind our computer screens. It is a way for introverts to comfortably be out in the world without being “out in the world”. Don’t let the introvert in you stop you from reaching out and getting press.

Want more tips to help you earn more media mentions and coverage? Check out some of my previous posts on She Owns It

Or connect with me over on my social media platforms

 

3 Reasons Every Entrepreneur Should Have A Media Page by @ChristyALaverty

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Photo by Matthew Henry from Burst

by Christy Laverty | Featured Contributor

Do you have a media or press page?

Don’t think you need one?

I believe every business and entrepreneur should have a media page. There are so many benefits to creating and maintaining a media page on your website. A media page certainly makes earning media a little bit easier. It also beefs up your credibility when it comes to customers and clients.  

Here are a few other things a media page does for you and your business.

  1. Let The Media Know You Are Available

    Having a media page in your top menu on your website lets the media know you are media friendly and understand what they might need. Journalists are not your customers so they don’t look at your website in the same way. Creating a media page is a place just for the media, with all the important information they need.  When a news producer or reporter goes to your website and sees a media page tab they know right away you are a promising prospect for a story and that they don’t have to waste time looking for information. Your press/media page will have your contact information, and not just a contact form but your email and phone number, announcements, news releases, and talking topics. Here is an example of the importance of putting your contact information front and center on your media/press page  https://www.canadianmomeh.com/canadianmomeh-in-the-news/

 

  1. Show Off Your Biz Stuff

    Your media page is a great place to share all the news, announcements, awards, milestones, and events you have to share with the world. Think of this part of your media page as enhancing the narrative of your business. You can share these details in a news release style format that is professional and official. The best part is that these announcements can live on your press/media page and then become searchable and shareable!  Think of this as anything that helps tell that story of you and your business that doesn’t fit with your blog. Here is one example of a company using its media page to showcase important details about the company, including any previous press, photos of celebrities using their products and details about one of their founders https://mabelslabels.com/media-room/

 

  1. Show Off Your Media Appearances

    Alright, you might be thinking to yourself, I don’t have any media mentions or appearances to post on a media page. And I say…Not Yet! I might also say…ARE YOU SURE? When it comes to posting mentions and appearances I would challenge you to think outside the box. Have you contributed a guest post, done a Facebook or Instagram Live? All of those things are perfect to add to your media page. Any mention, publication, or broadcast you have participated in will help media get a sense of who you are and what you do. This is your chance to show off who you are and toot your own horn. Here is one example of a great of a press page that is showcasing previous media appearances Lydia Di Francesco, personal trainer, and owner of Fit & Healthy 365 shows off her stuff on her media page  http://www.fithealthy365.com/media/

 

BONUS
Show Off Your Expertise

Your media/press page also allows you to create a one-page document or PDF that includes all the topics you can speak about. This simple resource will help a journalist see what you can speak about and what they might want to interview you about. It is your opportunity to showcase your expertise. Think outside the box here and don’t just limit yourself to how you serve and help your customers. Think about all the areas of your business and personal life that might apply, for example, your journey as an entrepreneur, what you have learned from your failures, your why, and how you juggle family and business.

 

Your media page doesn’t have to be complicated. Think about the kind of things a journalist might need to know about you and your company and be sure to include all of that information on your media page. Don’t over think the format of the page, just make sure the key information is there.

Also, your media page is not a set it and forget it kind of thing. Once you create your media page revisit it on a regular basis. Be sure to add to details, including new media appearances and news releases.

 

9 Common Mistakes Entrepreneurs Make When Approaching The Media by @Michelle2dream

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9 Common Mistakes Entrepreneurs Make When Approaching The Media

by Michelle Colon-Johnson

Publicity is a great way for an entrepreneur to establish credibility for their brand and products. In today’s world where everyone is trying to get their message heard, publicity continues to be one of the number one strategies that can catapult entrepreneurs into success.

Every day, the media is approached by millions of people who want to share their message with the world, but sadly only a few will get noticed by a journalist, reporter, producer or radio host. The ones that get noticed are the ones that have learned what to do and what not to do.

Getting publicity is a craft. Not only is it a craft, but there is a method that one must follow when reaching out to the media if they want to get their message heard. “Remember, the difference between marketing and publicity is that you pay for marketing and publicity is earned.” Here are nine common mistakes entrepreneurs should avoid making.

1. Not Building Relationships

The media gets pitched hundreds of pitches each day. Approaching them without first building a relationship gives you a 50/50 chance of them even opening your emails. Bob Burg, the coauthor of The Go-Giver, says: “All things being equal, people will do business with and refer business to, those people they know, like and trust.”  You move your chances from 50% to 100% if you take the chance to build a relationship with the media ahead of time.

2. Asking Too Soon

Once you build relationships, remember not to ask the media for too much, too soon. Nothing scares them away faster or makes them run for the hills quicker than a new contact firing away requests soon after they meet them. Relationships take time. Take the time to earn their trust, learn more about your contact, and ask what you first can do for them.

3. Pitching Irrelevant Content

The media already has in mind the story that they want to write about. You have to know what to pitch to them and what they think is relevant to their platform. Requesting that a journalist who normally writes about fiction to write about nonfiction is a sure ways to get you blacklisted from that particular journalist’s platform. Sometimes–depending on their mood–can also get you blacklisted in their circle of influence.

4. Failure To Do Research

The more you understand about the media and their platforms, the more likely they are to respond to your requests. This is as simple as a Google Search. A Google Search will tell you what social media platforms they are on and what they are talking about on each platform. Their website will give you a feel for what is relevant to their audience.

5. Following Guidelines

The worst thing you can do when reaching out to the media is to not follow their guidelines. The media is not a one size fits all platform. Each host, producer, blogger, journalist, or reporter will have their set of guidelines you will need to follow. For those who fail to take the time to know each and every person’s guideline they are approaching, you are setting yourself up for rejection, or better yet, crickets.

6. Sending Attachments

One of the big mistakes a contributor continues to make is sending attachments. The media is not going to open your email unless they have requested you to send an attachment and especially not at the beginning of your relationship. Would you open an attachment from a stranger?

7. Hyper Linking Submissions

Some do not know that when submitting an article you should not hyperlink your content. The editors and media will either do this for you, or they will request you do so. Instead, place the full address in the body of the email as such: https://sheownsit.com.

8. Arrogance and Entitlement

Too many entrepreneurs feel a sense of entitlement and think that they deserve to be written up on any platform they set their sights on. Unfortunately, no matter how BIG you think you are, or even how big you may be, the publicity world has changed. It has changed to the method of you now have to do your time and prove yourself. Arrogance will not be tolerated, and entitlement is obsolete. You earn publicity by providing noteworthy content and by following the rules. Leave your egos at the door and do a check up from the neck up.

9. Failing To Show Gratitude

This last step amazes me more than any of the others. Showing gratitude to those who publish your work, interview you, and write about you is the most obvious thing that one should do, but yet, the most overlooked. Send a thank you card, tweet about them. I have even sent flowers.

“I have learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Make people feel good about doing business with you!

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Michelle Colon-JohnsonMichelle Colon-Johnson is the Founder of 2 Dream Productions, Inc. Michelle is a 5 time stage 4 cancer survivor who created a company to help others live their dreams; it is through others that she gets to live her own. Join her at http://michellecolonjohnson.com and on Facebook and  Twitter.

The Press Release has been Reinvented: What you should Know by @rachelccool

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by Rachel Cool | Featured Contributor

Press releases have gone beyond their traditional use of landing media coverage and are used widely in internet marketing, search engine optimization and content marketing. But, even though press releases have taken on new roles, they are most effective when they are true to their roots.

The Original Press Release

disneypressreleaseOriginally, public relations professionals used press releases to inform journalists and broadcasters about potential stories. They were packed with news, quotes, pictures and information about the business and included contact information for a media representative.

Press releases were sent directly to journalists and weren’t published online. In fact, in many cases they were purely a public relations tactic and weren’t used as part of any kind of marketing plan.

Staying True to their Roots

There are some aspects of the original news release that should translate into the new version of press releases being used as part of online marketing plans.

Have a Newsworthy Angle

Press releases should always have a news angle. There should be something about the information you are sharing that is new or that incorporates a fresh approach. The whole idea behind a press release is that it is an announcement or informs your market about something they don’t already know.

Include Multi-Media Elements

Old-school press releases often include quotes and pictures, things today’s releases should also have. But, you can take things up a notch by adding infographics, videos, b-roll, links to interactive resources, links to social media accounts and other more engaging types of content.

Send Press Releases to Thought Leaders

Press releases should still be sent to news outlets so you can get media coverage. But, you can also use them to get coverage from influential bloggers, popular websites in your industry and online news outlets.

Refreshing the Press Release for your Business

girlwithvintagetypewriter

While press releases should be used to get media coverage, you can also use them in other ways to increase brand awareness and play a bigger part in your online marketing efforts.

Create an Online Newsroom

Post your press release to your website through an online newsroom or your blog so you can own your story and make your site a resource for media members and your market. Be sure to promote it through social media, email marketing and other channels to draw attention to it.

Use them to Build Links

Press releases can be used to support your SEO campaigns, but should always be newsworthy and include high-quality content. Link strategic keywords back to your website and use things like headings and meta tags and descriptions to boost your search rankings.

Drive Traffic to your Site

By sharing your press release on social media, landing coverage on other sites and building links to get search rankings, you can drive traffic to your site. A good way to do this is to direct people to your website for more information and make it easy for people to find you by including links in the call to action.

Press releases are still used as a public relations tactic to gain media coverage, but they have been reinvented and have become a great tool for online marketing, SEO and content marketing. By staying true to their roots, you can use press releases to build your online brand and reach your market.
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Rachel CoolRachel Cool has a bachelor’s degree in communications with an emphasis in public relations. She has experience working in public relations, journalism, Internet marketing and search engine optimization. She is a freelance writer and editor and teaches public relations writing and production at Brigham Young University.

Rachel’s passion is writing and she loves helping brands tell their stories, reach their markets and influence their audiences. She feels that a business’ copy, whether it is online or print, is an integral part of its marketing and communications strategies.

When she’s not writing, Rachel loves to cook and get lost in a mystery novel. She also likes to get competitive over a good card or board game, watch movies, fish and spend time outside.

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3 Reasons Why You Are Never Too Big to Say “No” by @BBorowicz

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by Brittney Borowicz | Featured Contributor 

Working in marketing and public relations has introduced me to many people. These people have operated different businesses, worked in different industries and had different personalities.

Despite all their initial differences, these people all had one thing in common: As soon as they hired me they asked, “so, how are you going to get me on *insert major news network/website here*?”

Valid question.3 Reasons Why You Are Never Too Big to Say "No" - Brittney Borowicz

I am a huge proponent of establishing each of my clients as a thought-leader in their industry. To do this, I start by helping each client create cohesive and educational content that engages their audiences. Upon explaining this to clients, I find that many of them have something else in common: they want to be viewed as a thought-leader and featured in these major media sources but don’t want to do the work to get there.

Many times their reasoning lies in not having the time or bandwidth to create content. Other times, their reasoning lies in the mentality that they are too good, or even the best, and they shouldn’t have to start small just to get big.

While some people are lucky and thrust immediately into the spotlight, it very rarely happens that way. So for those of you who have not quite had your 15-minutes of fame yet, and even for those of you who have, here are 3 reasons you are never too big to say “no” to those smaller media opportunities:

  1. “Started from the Bottom Now I’m Here” – You might know this lyric from Drake… And it may seem funny to you that I am quoting Drake in this blog post. Trust me, I have a reason. Many times, the people you see on Conan or the Today Show were not just put there for no reason. The people you see on TV or in articles online typically started their career in a much smaller way… at the bottom, let’s say. For example, Gary Vaynerchuk, marketing expert, started his career by writing blog posts that had only 6 readers and by recording video interviews that only had 19 viewers. Over time, Gary gained a following and as his influence grew, so did his audiences. Because Gary never said “no” to these small audiences, he was able to get his name out there to the people who mattered and to the people who would eventually feature him in major media outlets.
  2. Depth vs. Width – Another important aspect of never saying “no” involves going deeper with your audience versus wider. This means that rather than speaking to thousands of people who may or may not care about what you have to say, take the time to nurture the relationship you have with your current community. As with all marketing, building trust and likability with your followers largely lies in fostering that partnership you have with them. The best way to do this is by strongly focusing on them and their needs rather than on the people who weren’t engaging with you in the first place. Understand that even though this is a smaller audience, they will hang on to your every word because you already have their like and trust and those are the people you want to give your all to. Opportunities with big networks may only come once in awhile, but you will always have your community to support you.
  3. Having Humility – Let me repeat part of the title of this blog post: You are never too big to say “no.” You may have already done thousands of videos to less than 100 people or written guest blog posts to audiences of 6, but there is always value in doing more. You may have already made a name for yourself, but that doesn’t mean somebody won’t find new information in what you have to say. Each small opportunity has the potential to lead to a greater one… whether it is with a bigger audience or even a business transaction that you didn’t expect.

So, even when it seems like a ten minute interview won’t be worth it or a guest post to a less-traveled blog won’t make a difference, think again. Take those opportunities to nurture the relationship you have with your advocates and use them to perfect your message to future, larger audiences.

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Brittney BorowiczBrittney Borowicz is an integrated marketing professional with a strong communications background specializing in journalism, public relations and social media. Originally from the northwest suburbs of Chicago, Brittney has spent the past few years working with entrepreneurs and start-ups in the Chicagoland area to enhance their marketing and social media efforts.

Prior to her current role as the Marketing Manager for an embedded networking company, Brittney realized her affinity for all things media and marketing while working in radio and television and as a professional presenter. Later, she began working at a couple of small marketing agencies in Chicago as a Public Relations and Sales Director and Account Manager, which required her to be well-versed in coordinating specialized public and media relations strategies, creative marketing initiatives and cohesive sales process implementations.

As a strong believer in intimate consumer/brand involvement, Brittney helps her clients create content that engages and educates brand audiences while establishing each individual or company as a thought leader in their industry.

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Want the PeRfect Pitch? Four Simple Steps to Pitch like a PRo by @JoyCookPR

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by Joy Cook | Featured Contributor

On Twitter a single tweet is only 140 characters …now that is short.  As attention spans get shorter you don’t want to be too verbose when pitching your ideas. According to tech guru Adeo Ressi, (former roommate of Elon Musk…yes THE Elon Musk and President/CEO of the Founder Institute), “When it comes to the one sentence pitch, Ressi says “Most entrepreneurs manage to screw it up… How much better would the world be if every start-up could explain their business well in one sentence?”

 Pitch

I am going to show you how to strategically say exactly what you mean in a way that your audience doesn’t get lost in translation (literally.)

1) Be Clear!

It’s that simple!  Be Clear as to what you are actually talking about and be clear on the message you want to convey.  For example, if you have a product that you would like to pitch to an investor, be clear about what your product actually does and what the best way you would briefly be able to express that is.

2)  Skip Adjectives and Flowery Words

Get straight to the point.  No flowery words please.  If you have a mobile app that makes life easier for mankind…..say that.  Skip words like, awesome, amazing, and best.  Many times you only get one shot to make a pitch that could change the course of your business forever.  Don’t waste it stating the obvious.  You are awesome…you landed an opportunity to pitch to a PoweR PlayeR no need to say what is already assumed.

3)  Only Focus on One Showstopping Highlight

When we create our products become so personal that we could talk for hours about how amazing they are and all of the wonderful features.  Choose the best feature of your product or service to highlight during your pitch.  Investors and potential stakeholders want to know what the bottom line is.  What will their return on investment (ROI) be?  It is a “Two sided market place” according to Adeo Ressi only focus on one side and that is want your customer wants.

4)  PRactice….PRactice…..PRactice

Try practicing your pitch in front of the mirror.  This builds confidence in what you are saying and also makes pitching in front of others more comfortable.  Take it a step further and video yourself practicing then play the video back and critique yourself.  Would you support you based off of what you see?

Before you know it you will be a PRo at pitching and ready to seal the deal!

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Follow Joy Cook on Twitter: @JoyCookPR

JoyCook.HeadshotJoy Cook Public Relations Group is a boutique public relations and publicity group experienced in making and fostering relationships through the media and digital engagement. This has placed the company and its leader among top professionals in managing the online community. Joy Cook was named one of Triad Business Journal’s Forty Leaders Under 40, she is a two time graduate of the University North Carolina at Greensboro (UNCG) and is a 13 year PR veteran. She is a member of the Public Relations Society of America (PRSA), and sits on the Commission on the Status of Women, the Board of Visitors for Guilford College and Alumni Association Board at UNCG.

 

Specializing in the Art of Strategic Communication