So you’re not the industry leader. Maybe you don’t have a whiz-bang product and your CEO (alas) is not charismatic. Does the media basically ignore you? Are you a “survivor” or have you been voted off the publicity island?
No matter how good your story is, competition for the media’s attention is always intense. Articles and news reports give you much more credibility than web sites, ads and the like.
So how do you stand out in the publicity crowd? There are no magic bullets but, when faced with a publicity challenge, it’s important to review the basics. (Fortunately they do not change.)
With that in mind, here are some tried-and-true ways to get coverage.
Develop good long-term relationships with the media.
A good relationship with an editor increases the chance that he or she will listen to your ideas, return your phone calls or reply to your emails. Like any marriage, this type of relationship takes time and patience.
So get to know the editors who are important to you. Read their articles; watch or listen to their broadcasts. Send them comments and information about what they’ve written, even if the article is not directly tied to your “story.”
Whenever possible, meet personally with editors and analysts. Go to trade shows and other industry events. Such events may be crazy, but they are often your best chance to meet editors face-to-face.
Contact editors the way they want to be contacted. (Some editors love email; others hate it.) You can find out their preferences by asking them. (Surprise!) Also some PR services (e.g., MediaMap) include that information in their databases.
Try to remember that, in lots of ways, “public relations” is essentially very personal.
Think like an editor.
Editors are busy. Make their job easier by doing much of the work for them.
Know your market, technology and competition. Is your market growing? Who are the industry leaders? What are the trends? (Editors love trends.) You can get this information by doing online searches, regularly reading trade publications, and talking with customers and resellers. If you consistently supply reliable facts and insights, editors will view you as a source and contact you for information and comments.
Ask your better customers and resellers if they are willing to talk with the media on your behalf. Keep a list of potential referrals so you can quickly provide references when asked.
Develop story ideas.
Most companies don’t have enough news to generate consistent coverage. And often non-news coverage can be much more effective than news articles anyway.
So develop story ideas and discuss them with the editors. Advice and case studies are often good bets. Check the editorial calendars, which list planned articles, to get an idea of the editors’ interests. (You can typically find the calendars on the publication’s web site. However, the calendars are only a guide, so check with the editors to see if the schedule has changed.)
Note any articles that might be a “fit” for your company, and the types of article they are (e.g., features, buyers’ guides, reviews). Contact the editors to discuss their plans and possibly to suggest an idea. Offer to contribute an article to magazines that accept them. (A tip. Don’t write the article until you’ve discussed it with an editor. You may end up changing its focus.)
Prepare good visuals.
Editors need high-quality photographs or other graphics to break up the copy. Good visuals increase the chance your materials will be used and that readers will notice the article. Give this aspect of your PR program your time and attention.
Keep examples of photos that draw your attention. Those samples can be helpful when you’re trying to “stage” a photograph or develop a diagram. Send the graphics in the format and size the editors want. It’s an old adage but, truly, a picture is often worth a thousand words.
Properly done, these activities can help you survive – and thrive – on the publicity island. Communications Plus, 2003
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Kay Paumier is an award-winning public relations consultant and
writer who has helped dozens of large and small companies get the
word out about their products and services. For information on how to
get a free consultation: http://www.communicationsplus.net,
mailto:kay@communicationsplus.net.
