I’ve spoken with dozens of business owners and corporate marketers so far this year. By far, the marketing strategy they are most interested in pursuing is publicity. They want to see their business get as much news coverage as possible. Here’s some of what I tell them.
The first thing I say is to congratulate them on their decision to focus on publicity. It is the most underutilized marketing tool and by far the most credible because it’s third parties saying nice things about you and granting you valuable space to discuss your product. It gives you a strong competitive advantage.
Media stories enable you to deliver your message to tens or even hundreds of thousands of people. How much would you pay to tell your story to a stadium filled with 30,000 people? Media coverage is a bargain by comparison.
As for strategies, I base my advice on what we do every day for our clients. Our Pay Per Interview® model means we take on the risk, so our processes are designed to get guaranteed results. Here are some strategies you should consider:
- Use a proven marketing process to clearly define your product, market, value points, messaging and other variables.Our industry-recognized Strategically Aimed Marketing® works and it’s just six steps.
- Polish your story. Publicity is storytelling. Each time you approach a reporter or producer, your story is competing for attention with thousands of others. Draw in the reader with a hook and remember that every good story is well-rounded with information beyond your product. Using Media-Grade Content® will further improve the impact and credibility of your marketing content.
- Get personal. Customize your pitch to the individual media outlet and its audience. This is how our publicists – most of whom are former journalists – have developed trusted relationships with their media contacts.
We can arrange news stories that run locally, regionally and nationally. There’s a logical order to how this typically plays out that we call the Ladder of Fame. What I recommend for you will be based on your product, budget and other variables. Because we’re paid for results, we’re not going to promise you more than we can deliver. Call us at 952-697-5269 or complete this form.
