This post is for anyone frustrated by their lack of success with PR activity. I want to show you how simple it can be to kick start your very own PR success story in just six simple steps. It might be easier than you think!
We’re going to learn how to reach out to journalists and influencers using a hyper-efficient personalised targeted timely newsworthy chunks of irresistible news!
In English? We’re going to learn how to micropitch!
OK, let’s get cracking.
1. Draw up a list of the four or five most influential newspapers or magazines you’d like to appear in. (Ask your customers what they read if you aren’t sure) You may wish to target more than five, but for this challenge we’ll stick to a smaller number. If you aren’t sure how to find the news sites use a simple Google search for your business search terms (E.g. for me, it would be Public Relations) plus ‘news.’ If you’re in the UK, NewsNow, MediaUK and Journalisted may also help with your research.
2. Visit each website you identify and search using their online article archive for competitor names or subjects which correspond to your business interests. If you are a dentist search ‘dentist’. If you a fashion retailer search for ‘fashion’ and ‘retailer’. Again, Google News, NewsNow and Journalisted can also help with subject-related searches.
3. What kind of stories are generating the news about your competitors or key subjects? Make a note of the stories. What stories are you sitting on that are similar or better? Use the news that has already generated coverage in your target media to inspire your own news. If new appointments generate coverage, who have you recently hired? If turnover predictions are generating coverage what are your turnover predictions? Make sure it’s news not an advert.
4. Who is writing the stories about your competitors or key subjects? Where possible seek out the name of the journalist who wrote it. Often they will be credited at the start or end of the article. Where they don’t appear, visit each news website’s contact page and seek out the editorial staff member who most logically fits the kind of news you wish to share.
5. Contact each journalist you identify with your version of this email:
I spotted your recent article about [whatever the article was about]. I think I might have something of interest. I’m preparing some news about revealing [what is your news inspired by the article you have read? Make it better, not a straight copy]. Can I send you some more information when I have it?
P.S. [Your company name] is [biggest historical claim and/or USP]. Are you working on any other stories we can help you with?
6. If the journalist replies asking for more write the release. If they ask specific questions, make sure your release answers those questions.
And supposing you don’t get a response? That’s when you learn the most important lesson of all: that even the most precisely targeted pitches don’t guarantee coverage. But they do stack the odds increasingly in your favour. They increase your chance of standing out in a sea of blasted-out press releases.
So don’t give up! Try it a few of times. It works! And let me know where it leads and how you get on.
This post is dedicated to my colleagues at The BDA (www.thebda.co.uk) a finer group of inspirational business adventurers I have yet to meet! 😉
Richard Glynn will help you stand out, build influence and become easier to buy from.
Click here to find out more.