PR is such a powerful marketing tool that I simply can’t
say enough about it. And yet, most small business owners
don’t spend the time and energy they should developing
positive press about their firm. Let’s look at several
ideas you can begin implementing immediately.
A positive story in the media about some aspect of your
firm will generate some new leads, but it also resells your
current clients and makes it easier to refer your firm to
others.
Maybe you’ve heard me say some of this in the past, but
here are my keys to consistently generating positive media
mentions.
Target your sources
Think of the journalists that cover your industry or town
like you would a hot prospect. Target them and spend time
getting to know what they write and what interests them.
Set-up Google News alerts for each journalist or
publication you are tracking and you can follow all the
stories you need to watch.
Read the publication
This seems so basic, but I wouldn’t mention it here if I
didn’t know that even so called PR pros break this rule.
Don’t doom your standing as a legitimate news source by
sending your hot financial strategy to the editor of Cat
Today magazine. Most publications have online versions and
RSS feeds that can send specific information abstracts to
your email inbox.
Start small
Get your feet wet with a story in your college alumni
newsletter, work up to the free monthly publication, the
weekly business publication, and then go after a really big
fish every now and then. Sometimes a bunch of little
mentions will get you that feature story.
Be consistent
Send something to your list of journalists at least once a
month. You never know when you will catch them in a good
mood or at least a mood where they have a hole to fill.
Become a resource
Journalists need reliable sources and you can become one of
those with a little work. Instead of firing off press
release after press release touting your company’s
anniversary celebration, start sending useful survey
results from industry publications, stories related to
articles they’ve written, or opinions about industry
trends. Don’t ask for anything in return; just make it a
habit to feed useful information. Do this for about 3
months and you’ll start to receive requests for quotes.
Additional information can be obtained in the articel
entitled “How to Craft a Complelling Press Release”.
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John Jantsch is a veteran marketing coach, award winning
blogger and author of Duct Tape Marketing: The World’s Most
Practical Small Business Marketing Guide. You can find more
information by visiting http://www.ducttapemarketing.com .
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