| When it comes to marketing, this is one of the most | | | | newspaper and TV program has different needs and |
| confusing times for business owners professionals and | | | | demographics. Each time you're preparing to pitch a |
| entrepreneurs. Marketing is changing. What works for | | | | story, put yourself in the place of that editor or |
| one business, could be a waste of time and money for | | | | segment producer. |
| another. Still, many still believe they intuitively know the | | | | Work backward. Approach it from the media's |
| ins and outs of launching and implementing an effective | | | | perspective, and you will be much more creative, and |
| PR campaign. Sadly that is seldom the case. In part | | | | more effective. What would make a disinterested |
| one of "What's Your PR IQ?" I discussed defining your | | | | party want to catch a segment or read an article |
| business, defining your target market, thinking in terms | | | | about you or your business? Once you hit on the |
| of stories and writing a press release, but there's much | | | | "hook," you have a story. |
| more to consider before launching and implementing an | | | | Learn how to meld a traditional PR campaign with |
| effective public relations campaign. | | | | blogging and social media. Don't think in terms of doing |
| Study the various media outlets. You don't have the | | | | online marketing or traditional PR. The two go hand in |
| same conversation with every person you know, so | | | | hand. Facebook and Twitter explode whenever a |
| why would you send every media outlet the exact | | | | story breaks on TV. The mainstream media gives the |
| same release? Each media outlet has different story | | | | story credence and validation and then the bloggers |
| needs and a different audience. Tailor your releases | | | | and social media sites pass the information along, or |
| and your pitches to each specific media outlet. | | | | discuss it, agree, disagree, analyze, etc. That is why |
| Less is more. If you're thinking of sending out a huge | | | | getting a story into the press via traditional PR is so |
| press kit filled with reams of paper, photos and | | | | important. |
| brochures, think again. This may work when pitching | | | | Be patient, be persistent and prepare for success. This |
| clients, but remember the media is interested in only | | | | is the toughest concept to master. Some campaigns |
| one thing - a good story. Burden them with pounds of | | | | hit a home run in the first week, but most take time |
| useless information and they'll see you as a nuisance. | | | | and persistence. But the wait and the work are worth |
| Examine all of the available angles. Your first pitch may | | | | it. An effective campaign can grow your business, |
| not work. Be creative. Keep at it. Eventually you'll hit on | | | | increase your cash flow, build your brand and establish |
| the right one. Media outlets vary. Each magazine, | | | | you as the expert in your field. |