FREE Publicity! Media Attention For Your Business

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Presentation transcript:

FREE Publicity! Media Attention For Your Business

Current Marketing Options Advertising = Exposure – Expensive Word of Mouth = Important – Slow (one to one) Vendor Leads = Good

Benefits of Free Publicity Credibility Thought Leader Brand Exposure

SEVEN things to remember

Have a plan

Follow your customers What media are they reading, watching, listening to?

Know the Media (Print, Online, TV, etc.) Deadlines, editors, stories they like, special sections, etc.

Know the editor Editors assign stories to staff journalists and to freelancers

Know the journalist Journalists write the stories and are looking for sources, quotes, insight, etc.

They have feelings

Develop a relationship…. Occasional email, occasional phone call, short lunch

Timing… Your priority is not their priority; respect deadlines

The news equation

Story / News Readers Advertisers

YOUR OPP! Story / News Readers Advertisers

Remember – it’s all about news and stories

News = Food for Journalists

News? Statistics Trends Commentary on news of the day Events Charity Work New Services New Products

But Wait There’s More…

Your Customers Variety of scenarios. Great stories. News Gold Mine!

Being Attractive To Journalists Appear Knowledgeable Be Knowledgeable

How…? Blog Fat Rolodex Information

The Interview Speak clearly No jargon Be for real Be informative but brief Use numbers / data Give real stories, examples Be prepared

Can you clearly explain what you do? Elevator pitch Quick tiP

Often times journalists come to associations and chambers for leads in who to speak to. Quick tip

Follow up “Thank you” When Where Card? Thank you note? Email? – Sure. Why not?

Hiring Public relations

Outsourcing PR Extension of you Their expertise Their connections Tools (press releases, media kit, person profile, etc.)

Guaranteed Media Placement

Press Releases Traditional press releases are dead Include links to rich information (photos, audio, video, etc) Optimize press releases for search engines Shift Communications “Social Media Release” (Google it to download it)

Ramon Ray Editor, Technology Evangelist & FOE Smallbiztechnology.com Thank you! Ramon Ray Editor, Technology Evangelist & FOE Smallbiztechnology.com