Are you ready to start getting some new publicity? There’s a process for getting publicity effectively, which starts with defining what’s unique about your offering and then coming up with stories to share. Once you have a newsworthy story, the next step is to reach out to journalists and influencers who can help get your story out there to the world.
For small businesses and solo entrepreneurs, the costs of employing a publicity agent can be prohibitive. If you’re not a huge company with an adequate budget for this costly service, another great option is to do it yourself or hire an independent consultant. It just takes some planning and teamwork on your part, but it can bring amazing results for your business.
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Step 1: The first step is to identify journalists and influencers who can help you publicize your stories.
A journalist is any person who reports on your industry and has an audience. An influencer is someone who isn’t necessarily a journalist by trade, but has a large and engaged audience. They tend to be considered a thought leader in their field. What’s important is that there are people who follow these journalists or influencers and that they report on the type of stories you’re going to give them. They’re looking for stories and you’re looking for publicity, so it’s a perfect match.
Step 2: Next, you need to reach out to journalists and influencers with your story.
Even more importantly, you’ll nurture a relationship with them and you’ll help each other out in the future. Start a list and always keep your eyes out for people you can add to the list. Take a look at popular publications in your niche or industry. See what content your audience consumes and who they follow. Search on Google and social media for “journalist” and keywords related to your business. Use a service where journalists are looking for stories.
Step 3: Go beyond print publications and look for video content producers, podcast hosts, online radio hosts, and others who work in multimedia.
Journalists and influencers aren’t just writers. The person could be a YouTuber or social media personality. A great way to do this is to have someone interview you. For example, as a member of Women in PR North America, we will interview you on our magazine! Instead of running a story in a magazine, reach out to a Podcaster or YouTuber and pitch a topic you can discuss with them. They can have you on their show and you get exposure to their audience.
Step 4: Reach out to media creators in your local area.
Even if you’re an online business with a global audience, don’t overlook local opportunities for publicity. You’re also a local business. Attend local events that you can use for publicity. With local publicity, you don’t have to be as highly relevant to your niche. The fact that you’re a local business in the area makes you relevant enough.
Are you tired of having a great product or service that you can’t get the word out about? Check out the Public Relations Academy! It teaches you the ‘how to’ of the publicity process so you finally get the results you deserve. Join the Public Relations Academy to take your creative ideas and put them into a systematic plan to help you deliver the content you need to succeed.
Talia Beckett Davis is the Founder of Canadian Women in Public Relations and American Women in Public Relations. She works as the Managing Director of Pink Pearl PR.