Many start-ups know that they need public relations to get their message out but are unsure on how to do it. They know that distinctive brands, which are easier to identify and thus purchase, can be achieved many ways via traditional and social media. A single cover story in a key trade magazine, an executive profile on CNBC, or inclusion in The Wall Street Journal can generate sales. A sustained visibility campaign across all mediums (news, speaking opportunities, social, etc. ) builds a brand and is a game changer.
So knowing this what should do they do?
- Be a media expert. How many times do you see a competitor on the news talking about an issue that affects your industry and wondering how did they get there? The answer is quite simple, they pitched themselves to the reporter or producer as an expert in the field who can address issues in a story the reporter is working on. For example if you specialize in IT, pitching yourself to reporters on the recent computer glitch on Wall Street as well as offering suggestions on what you would do to solve the issue would be something that any reporter would be interested in. The key is to monitor the news and position yourself and your company as an expert in a story that is of concern.
- Understand media deadlines. Want to see your brand in a holiday gift guide? Then think about pitching media in September and not November. It helps to know the dates, times and potential results of an event before the reporter does. Members of the press tend to act on the fly for most breaking news stories, but plan well in advance for traditional, time-oriented content.
- Be a speaker. One of the best ways to promote a business and reach target audiences is through speaking engagements. A speech at a local organization such as Rotary or the Chamber of Commerce reaches potential customers, can sometimes obtain media coverage, and elevates your business.
Public relations doesn’t need to be expensive or time consuming. A well orchestrated public relations campaign can enhance your business and bring your customers to you.