No matter what type of business you're in, you can't beat the power of PR for drawing national consumer attention to all that your corporation or company has to offer. Whether you're selling luxurious cashmere sweaters, nutritional supplements or painting murals, your fine products or natural talent won't matter if your target client doesn't know about you. Simply put, it's your opportunity to put a friendly face on your business and acquaint your target audience with who you are and what you do.
"First you should take a close look at what national pr actually is. It's non-paid media exposure that promotes your company in a positive light. That's right; it's when you're interviewed by phone on talk radio shows around the country, or appear as a guest on TV shows and/or get editorial coverage in newspapers and magazines."
"Being on the air and in the news is undoubtedly one of the best ways to create a national "buzz" about you and your business. Let me give you an example. In the early days of my career, I worked for a Beverly Hills based money manager who had about $20 million under management. As Director of Sales and Marketing, my job was to generate leads and bring in new clients who had a minimum of $100K to invest."
"One day a reporter from The Robb Report called because they were writing a story on money managers. While talking with my boss, the reporter discovered that he lived in the 90210 zip code (this was during the height of the TV show's popularity), drove a brand new Mercedes and was married to a famous actress. When all was said and done, my boss's picture was plastered on the magazine cover and inside was a feature story detailing the great earnings he'd made for his clients!"
"Once the story ran, I practically became an order taker because the phones were literally ringing off the hook with investors who had $100K and more and wanted their money managed by my boss. As you can imagine, that $20 million under management prior to the magazine article hitting the stands, became $50 million in an incredibly short period of time."
Why does this phenomenon occur? PR helps alleviate the apprehension some people feel when trying a new business. Public relations also help you develop a rapport with your target audience. And there's just no better way to boost your credibility because the media has chosen to put you in the spotlight as their expert authority! Anyone can pay for an ad in The Robb Report, but not everyone is featured in a cover story, the difference is universes apart.
Here are some basic tips on how to attract national media attention by harnessing the power of PR:
*The best way to gain credibility with the media is by writing a book. Short of a book, you need a booklet or at the very least a white paper. "Don't be intimidated by this idea. If you don't have time or the skill to write a book, then hire a ghostwriter who will capture your voice and pen the book for you."
*Pay attention to current events. "Find ways to tie your expertise or business into relevant and newsworthy topics."
*Present yourself as an expert. "Don't pitch yourself though. Instead, pitch the issue then offer your insights as a knowledgeable expert."
*Write a press release focusing on a problem that your product solves. "Again, don't pitch the product. Pitch the problem and the solution."
*"Create photo opportunities such as a fund raising event and invite the local media."
*Write a "tips" or "how-to" article for the newspaper or magazine journalists who cover your industry. "You're generating goodwill by "giving away" valuable information while also establishing yourself as an expert."
Once you've learned how to harness the power of national pr, your business will never be the same!
It's coming -- the 35th anniversary of the Ski Foundation. And just like many small business owners, organizers of the 3-day event with cross-country ski races for all ages and fitness levels are counting on mass publicity to capture a cascade of last-minute registrations. They have a great hook -- 35 years of inspiring skiers to live fit, healthy lives -- and more than 9,000 skiers for media to interview.
You'd think it would be easy to get TV, print, web and radio on board to cover the plethora of human interest stories, the mass gathering of skiers from every state in the US plus 30 countries, the Skiers for Cures program, the challenge of training for a long-distance event, and on and on.
Sometimes it is easy -- if you put in the time, energy and imagination to make it happen.
Last night the Weather Channel highlighted the Birkie, gave the forecast in Hayward, Wisconsin, and encouraged viewers to be part of it.
Earlier this week the St. Paul Pioneer Press did a feature on two brothers who will relive their Norwegian heritage by skiing as 13th century warrior-heroes in Saturday's Birkebeiner race.
And radio stations around the country are interviewing super fit Birkie skiers, couch potatoes with the goal of completing their first long-distance ski marathon, and everyone in between.
All small business owners can apply the lessons of this boot-strapping publicity campaign to reach thousands, or even millions, of customers and prospects. Whether you're media savvy or a small business owner with little media experience, put on your true blue Guerrilla Marketer's hat and use time, energy and imagination to get your name in the news. Here are a few quick tips to capture that big buzz:
1. When a reporter contacts you, return their call or email promptly. If you don't, they'll likely move on to someone else in order to meet their deadline. Anticipate what they want. Have a list of story ideas ready along with a list of contacts to bolster your pitch.
2. Develop key messages that will inspire your intended audience to action. Getting free publicity is for naught if you don't inspire action. Focus on a few keys points and make them with clarity. Tell your audience what you want them to do.
3. When you're on television, convey your energy and enthusiasm. Be mindful of body language, keep your feet and legs firmly planted, and use your torso and hands to deliver your message. Smile to show the audience that you're excited and to keep your energy high.
4. When you're on the radio, paint a picture. Help the listener visualize whatever it is you're selling. Pace yourself. If you stutter, forget about it and move on. Even though they'll never see you, smile to keep your energy and excitement high.
5. Know what you want to say and stick to it. Whether you are interacting with print, web, TV or radio media, stick to just three key messages and deliver them over and over again, along with your call to action, phone number and website.
6. Always be a resource. Find out what other topics your media contact may be covering in the future. Let him/her know your area of expertise and how they can count on you.
Whether you're launching an event, publicizing your upcoming book, or trying to create a buzz about a new product or service, be strategic. Develop a long-range, comprehensive plan, and get out in a big, systematic way. Those visions of free publicity and a spike in sales really can come true.
Leslie Hamp has sinced written about articles on various topics from Makeup, Small Business and Gas Prices. Certified Marketing Spitfire Leslie Hamp is the creator of Business Boost In A Box. To learn more about the step-by-step program, and to sign up for your *FREE* Marketing Mastery Success Kit, visit. Leslie Hamp's top article generates over 5400 views. to your Favourites.