Ever wondered why your competitor is always in the media being interviewed as the expert in your field? They follow five simple rules to ensure DIY PR becomes a habit and get results.
Come up with a story idea that will interest journalists about a new trend happening in your business or tie in with a particular time of year. A florist might predict the most popular flowers this Valentines Day or psychologists might talk about the best ways for children starting school to cope with anxiety. Don’t make the story about your business. Make it about what’s happening in your area of expertise.
Think about the media you would like to appear in and if it will reach your target audience. Look at mainstream media (Newspapers, magazines, radio and television programs) as well as social media (bloggers and influencers). Target media whose audience would be interested in your product or service.
Aim to write just one media release a month. Keep the length to an A4 page and ensure you use quotes from you “the expert” in your field. Often a journalist will use your direct quotes in their story so it’s important your media release is set out correctly in the third person. Include your website near the end of the release where people can go for more information. Add your contact details at the end of the media release so a journalist can contact you for an interview.
Spend time researching a list of journalists you intend to send the media release to. Always email in the first instance as they will most likely be working to deadline. Follow up 24 hours later with a phone call to ensure they received your media release on email (many emails are overflowing so don’t be disappointed if they didn’t see it). Talk them through your idea for a story and email the media release again if need be. If the story idea is what the journalist is after you’ll be interviewed and appear in the media.
Be aware of what’s happening in the news, in particular in your business field. With social media it’s easy to follow journalists on twitter to keep up to date on the stories they are writing about. It saves you from approaching them with an idea for a story that they’ve recently done. You might also be able to offer a different point of view about a story that is already in the media. Journalists are often looking for new angles for big news stories so it’s worth paying attention because it could lead to you being interviewed on Sunrise or in the newspaper.
Sue Papadoulis teaches business owners how to do their own PR and get interviewed in the media in half day and/or two day seminars across the country. Visit www.publicityforprofit.com.au