Using Media To Promote Your Business – How to Stand Out From the Herd!
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I just attended an interesting symposium that discussed various means to promote your business using media. This includes print, video, radio, and TV. The panel consisted mainly of PR people and one editor of a prominent business journal. Here are some of their tips.
What makes a story newsworthy?
- It should have a distinct niche Make sure the vehicle that you use, serves your target market.
- It should spark attention fast. Have an interesting and eye catching headline.
- Create human interest – Include stories that others can relate to.
- Your story should be about something new and /or exciting. People want to know what’s hot or cutting edge. That will attract their attention.
- What you write about needs to be relevant to your audience.
- Understand the the psychology of who you are talking to.
Tips for Writing Press Releases
- Make your pitch as short as possible. Start with the key message FIRST, then what you can do for your target audience, and who you are. Results are very helpful when talking about business. Provide some numbers or statistics.
- Your press release should be 1-2 pages double spaced
- Don’t send multiple emails.
- Follow up with a phone call. PR people generally like to talk to you.
- Use the 5 W’s Who, What, Where Why, When?
TV, Radio and Video Tips
- Everyone says they want to be on Oprah, but research the demographics. You will be surprised. Oprah may not be your target audience.
- Use visuals. Demonstrate your product or service if possible.
- Video increases conversions by 300%.
- On video or radio (Blog Talk Radio is free and effective) GET TO THE POINT. If it is just you talking, make it about 10 minutes. For an interview,make it 15 minutes. People do not have all day to get your message. The shorter the better.
- Embrace your niche
- Don’t be afraid to stick to your product.
- Get over the fear of putting your message out there.
- Create CHARISMA – Definition – A Divine Gift to Inspire Others.
Newspapers
- Pick a publication you have an interest in.
- Go on the website and download the bios of specific reporters – research them, and make sure they would be best for your business. What is their style? Are they light hearted or serious?
- Call them on the phone. Leave a voice mail if they don’t answer.
- Email them.
- Call them no more than twice a week
- If they do not respond, try another reporter.
- Never call randomly and ask for anyone in a particular department. Always ask for a particular name.
- Know what you want to talk about.
- Get to the point and do not ramble. (notice, I have said that more than once)
- Be very specific about the message you want to get across.
- Ask if you could drop by for 5 minutes to introduce yourself. You never know.
- Avoid calling during meeting times, which are generally 9-10:30am or lunch 1-2pm
- Many publications require 3-4 weeks in advance to post a story.
- Don’t be afraid to ask for free ad space. Sometimes it is available.
- If you have an event that you want attendees, get your story posted BEFORE the event. If you have plenty of money and just want to publicize your event, you can do it after the event or both.
Photos
- Don’t be afraid to use pictures
- Get good photos of your products, place of business, and especially YOU. Spend some money to get professional images.
The Basics of News
WHO – is your audience? Who should you contact when you have a story?
WHAT – is the purpose behind your story? Who will benefit from it? Also WHAT are the different ways you can work with the media to highlight your business?
WHEN – is a good time to approach a publication with an idea?
WHERE – would you like to see or hear your story?
WHY – should a media outlet want to cover your story? Why is it special?
HOW – do you make the connections that will get you noticed in the media, without making a nuisance of yourself?
I know this is sort of random and hey, I probably should have put it on video. If you have any other tips, feel free to comment. Make sure to share this on Twitter and Facebook too!
I would like to thank the ladies at Made in the Valley – The Valley Girls Grew Up for putting on such a fabulous event. Speaker included Karen Young, Sandra Dee Robinson, Pegi Matsuda, Joanne Griffith, and Christabel Nsia-Buadi
Rebecca Olkowski is a Club President for CEO Space, a private entrepreneurial organization. For more information about CEO Space, please visit http://ceospacelavalley.com
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