Tell the right story, to the right, reporter, at the right time. Lather, rinse, repeat. That's how you generate a steady drumbeat of news coverage.
Every publicity campaign starts with the same fundamental questions:
- Who is your buyer?
- Where do they gather information to make informed purchasing decisions?
- What opportunities - new products, feature stories, bylines, etc. - do those outlets offer for securing published stories?
- Who are the appropriate reporters?
This is how I develop my media lists. I don't buy them from media list companies. The benefit to my client's is:
- Targeted outreach
- Strategic media list of 20-50 reporters/bloggers
- Know reporter/blogger's specific beats and shape client's information accordingly
- Know if reporters/bloggers have covered similar companies in the past
- Know tone of outlet and reporter/blogger
From there, I develop customized pitches to ensure I tell the right story, to the right reporter, at the right time.
- Sales-minded: I start with your business objectives and then work backward to determine the steps required to achieve them.
- Efficient: I focus on 10 outlets vs. 100. I treat your money like my own. I don’t like spending money for the sake of spending it. And I try to secure speaking engagements that put you in front of your target audience and media stories in outlets your target audience reads to make informed purchase decisions. If it’s not the right place or outlet, the result wasn’t really worth it.
- Personal: I research each speaking organizer and reporter/outlet like a private detective. I determine their interests and tailor each abstract/story to each reporter at each outlet based on the needs of their audience. I don’t spam.
- Persistent: I believe some stories take time. If a reporter doesn’t bite on a story, I’ll identify a new angle, a new reporter or go after another outlet and double back when I have a better story.
“Contrary to common belief, the most effective way to build a brand is not by spending millions in advertising, but by finding a clever way to keep your name in the press.”
-Barbara Corcoran, "Shark Tales: How I turned $1,000 into a Billion Dollar Business."
Launching a new company, product, or want to generate awareness of your company, product or service, or yourself?