Probably the hardest part about getting started with PR is planning it. The marketing and public relations plans seem so weighty. And trust me they can take forever to write. So here is a simple five-step process for 2008.
It shouldn’t take you more than an hour to prepare a quick plan based on these primary PR activities. And maybe a couple hours a month to execute. I’ve included a couple of articles with more detail on how to pitch the different media channels for you also. And don’t “over think” it right now. It’s a starting point from which you can edit and adjust as needed.
1. Determine your top media targets. Divide them up by print, broadcast and online. For print, pick 5 -10 magazines you’d like to be mentioned in. Then, pick your local newspaper, plus a regional or weekly local publication. (Pick national ones if you have already been in the local paper.) For broadcast, your product should be highly visual. If you haven’t been on local TV, choose that first you’ll need the experience. If it’s a service or business to business, leave TV alone and go for your local talk radio station. If you’ve already been on local TV and radio, pick five television shows you’d like to be on and five radio shows. Online is easy. Pay your kid (or someone’s kid) a few bucks to find every content website or blogger that might be interested in what you do.
2. Research your media. Buy a current issue of the magazines and brainstorm which section best fits your “story.” Write down the names of the editors and writers. Watch the tv shows and do the same, write down the producers names that appear at the end.
3. Now, Pitch!! Write a short (200 words or less) pitch for the tv shows and magazines. Make sure you format them correctly. Send them out with a sample of your product, or if it’s a service, send them an email. Write an online pitch and send it out to your massive list. (Maybe that kid can do this too!)
4. Determine if you need press releases, photos, your bio, or any other piece of information to help a journalist tell the story. Put that together into your press kit, or update your press kit.
5. Follow up once a month with your contacts. Add 1-2 new targets per month and follow the same process. It’s so simple, really. That’s the basic five-step process for PR. Now stop saying “I’m not sure what to do” and go get ‘em.
Remember, if you need help writing pitches, or can’t find contact emails or phone numbers, www.waxcoach.com can help.
Patience
The largest mistake I notice small business owners make, me included, is we do not have any patience when it comes to marketing. Unfortunately, in marketing, a lack of patience will kill your marketing efforts. In order for our PR and marketing tactics to work, we must learn a great deal of patience. This article provides a few tips you can use to determine if you are one of those impatient business owners.
Just like a good recipe, marketing is all about the MIX!
Promoting your business, your book, even yourself, takes time to plan. All the time I hear comments like “I tried using a publicist, he didn’t do a thing for me!” Or “I’ve tried advertising it just doesn’t work.” Most people consider one marketing tool at a time. In other words, they try putting an ad on a website. If that doesn’t work, they try a press release. If that doesn’t work, maybe they’ll hire someone to do email marketing. And so on.
Kick off your marketing by finding your target market FIRST!
I know I need marketing, but where do I start? That’s the first question I get from potential clients. It’s hard to know where to begin….do you get prices for ads, hire a publicist, do a newsletter? It’s so confusing, I’m convinced that’s why many people leave it up to chance. The old “if you build it they will come” idea.
