5 Tips for a Powerful Publicity Campaign

Publicity is a powerful tool that can help businesses of all sizes to achieve their goals. However, many business owners still don’t fully understand how to leverage PR for success. Here are five smart tips that you can use to get the most out of your publicity efforts:

1. Make sure your press release is newsworthy and has full visual support.

A boring press release is unlikely to generate much interest from the media. Also, if it is confusing in any way it will be a pass.  Make sure your release contains something truly newsworthy (no copy cutter of other same old, yawn, boring announcements), and is supported with a full visual package (photos, b roll, any relevant visuals/and or data).

2. Target key media outlets and key journalists.

Don’t try to pitch your story to every media outlet under the sun. Instead, focus your efforts on a few key outlets that are relevant to your industry. Build relationships with reporters and editors at these outlets, and make sure they know who you are and what you do. Make sure the story topic speaks to their outlet’s audience – that’s who you are truly targeting. 

3. Get creative and entertaining with your pitches.

Many business owners make the mistake of thinking that their story is not interesting enough for the media. However, what matters most is not the story itself, but how you pitch it and how it will ultimately benefit the audience. Everyone loves to be educated, entertained and informed. Keep the audience benefit, education, and delight in mind throughout your process. Be creative and try to come up with an angle that will capture the attention of reporters and editors. Remember the “news” is just “new” with an “s” – so make sure you’ve got a new angle and you’ll get some news coverage. 

4. Timing is everything.

Make sure you time your pitches well. If you’re pitching a holiday-themed story, for example, make sure you do it several weeks in advance so that reporters have time to write it up. If you’re announcing a new product, make sure you do it after it’s been launched so that there’s something concrete for reporters to write about. 

5. Follow up, follow up, follow up!

Once you’ve sent out your press release or made a clear and specific targeted pitch, don’t just sit back, and wait for the phone to ring. Follow up with reporters and editors to make sure they received your information and see if they have any questions. Keep following up until you get a response – even if it’s a no, thank you for pitching us! – so that you know where you stand.

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