7 steps to get your brand in the media
Last week, we helped you to understand the true definition of public relations, as well as see how it differs from advertising and aligns with social media. You can find that post here.
Now that we’re on the same page with the definition of PR, it’s time to talk about how you can start using it today to get your brand in the media.
Because the success of any brand hinges on its ability to know who its customers are, what they need, and how to make them believe that they need you.
No matter how well you know your brand, if you can’t reach the customers who need and will pay for it—and clearly communicate how your brand benefits them—you won’t make the sales you need to thrive in a competitive market.
PR, while an intimidating topic for many, can help.
Even if you are confident that you know what type of customers you’re trying to attract, getting those customers’ attention is difficult and, over time, can be frustrating.
Using the media to carry positive stories about your brand will help you grow your business and build the customer base you want.
Here are seven steps we recommend to get your brand noticed by the media:
1. Write your elevator speech. In two to three sentences, sum up what makes your brand different from your competitors and unique.
2. List your objectives. List your top five goals, in order of priority, of what you hope to achieve for your brand through publicity. Be specific, and always set deadlines.
3. Identify your target customers. Are they female or male? What is their age range? What are their lifestyles, incomes, and spending habits? Where do they live? If they were a movie star or character, who would they be?
4. Identify your target media. Make a complete list of the media outlets—including blogs, TV, magazines, and radio stations—you want to target. Identify the specific reporter or producer who covers your niche so you can be sure you are pitching your ideas to the appropriate person. Then contact them directly.
5. Develop story angles. Make a list of story ideas you can pitch to each media outlet, while keeping in mind the specific niche they cover. Develop story angles you would want to read about or see on the evening news. Plan a weekly, 15-minute brainstorming session with a peer, business associate, or your employees to come up with fresh ideas.
6. Make the pitch. Put your thoughts on paper and draft an email pitch you’d like to send to the media. Start with a question or an interesting fact that relates your business to your target outlet’s audience. Then follow up with your pitch. Make your email no longer than three brief paragraphs. Don’t forget to include your contact information!
7. Follow up. The key to securing coverage is all in the follow up. Wait two days after you've sent your original info, then follow up your email with a call. If you leave a message and don’t hear back, call again in two days. If the reporter requests additional information, send it immediately. Then, follow up to confirm receipt in a day or two.
Applying these practices will provide you with the necessary extra oomph to push your brand out in front of your competitors. And accelerate you to becoming the brand that’s on everyone’s lips.
What steps are you taking to get PR for your brand?