Written by Rebecca Hirsch, with input from Samson Haileyesus.
Tips for Getting Publicity
11. Get the media’s attention
You need to offer the media an irresistible story in order to get their attention. Expertly crafting your marketing message is important for getting maximum impact. Try to focus on things that are new or different. Make sure to have a good relationship with your local news sources. Your engagement with them should be consistent so that they don’t forget about you- or worse, don’t trust you.
12. Promotions
Promotions may be better than ads for reaching customers. The more visibility you have, the better your other campaigns will go. Freebies, giveaways, and merchandising are all great ways to start. Merchandising, especially, can help your customers feel as if they are a part of one big team. Make sure that anything you send out has your logo on it.
13. Be Funny
Humor is a great way to create a positive reputation for your business. Having a sense of humor in your PR is an important part of the process. Look for fun ideas that your target audience might enjoy. Tap into their sense of humor while keeping in mind that they may not agree with you about what’s funny.
14. Limited Release
Offer something that your audience wants, then, only release a limited supply. This is great to do when you have new products. First, set a date for the release and publicize the new product. Then, release it, but in limited quantities, in order to build anticipation. Special versions of your product are a great idea for a limited release.
15. Competitions
Contests will attract attention, but some are better than others. Those who participate will remember your business, and sell your brand by talking about the contest. Think of an event relevant to your business and launch a competition in the same vein. Try to make your contest newsworthy for maximum outreach. Most importantly, any contest you hold should have your brand all over it.
16. Use the inverted pyramid format
The best kind of press release are advertisements pretending to be news. Don’t write it as obvious promotion, because the media might not run it. First, keep in mind what the style of the publication is.
Make things easy for journalists by writing in a reverse pyramid style. The headline should have the whole story, with just a little more detail in the paragraphs. This helps you avoid important things being cut out. Also, remember to keep it short.
17. Hold a media event
The media is the best way to spread your message. Hold a press conference whenever you have something important to announce. Make sure to do it when your news is positive as well. Remember that whatever you announce needs to be real news- the media will consider trivial things a waste of time, and trying to announce nonsense will build a feeling of mistrust.
These kinds of events will also give the media a chance to ask you questions. This will help build a better story about your announcement. Use this as an opportunity for you to talk one-on-one with journalists. Schedule this with their deadlines in mind, and try to consult them beforehand.
18. The Youth
People start forming opinions on businesses long before they can interact with them. Children start experiencing brand loyalty at an early age, so you should try to reach them before your competition can.
19. Think Local
National newspapers and tv news can be difficult to attract. Your release might be too small to be considered national news. The competition to get a press release in national news is intense as well. Consider approaching your local news, such as radio programs and tv channels. As another local business, they are probably already looking for partnerships with those in the area.
20. Build Your Brand
People love it when a business has a relatable story. Don’t just promote your business at every opportunity; promote your brand as well. Consistency and positivity are key. You will need to show enthusiasm and passion for people to take notice.
21. More Press Tips
Stay relevant to the news. Think through what you have coming up, and make sure that anything you announce is relevant, but also make sure your announcements are consistent. Don’t send out blanket releases to everyone- that creates more work for the journalists to find relevance, and it doesn’t make them like you.
Headquartered in New York City, Bao Communications is a full-service bilingual PR Agency specializing in social media, media relations, content creation, and influencer marketing. We serve local, national, and global clients in the United States and China.