HOW TO GET PRESS
PR is all about relationships. Building relationships, forming alliances and giving back (not just always taking). It’s also about knowing the right person in an organisation, or in the media, and what will interest them. You also need to have a worthwhile newsworthy story to tell.
Overcoming the gatekeepers
You can start by doing some research on journalists, publications, your industry and find out what’s going on – what is being reported on? Then work out the right angle for each contact. Think about what’s in it for them? Why would they be interested? Once you have worked that out, you’re ready for the pitch. Remember, this is not a hard sell to the journalist. It’s about developing a relationship, and letting them know why this would work for them.
The editor of a paper doesn’t want to talk to you about how wonderful your business is unless you can pitch it from an angle that will interest his or her readers. It must be news. Give the editor a sensational reason why their readers absolutely need to know about you and your business.
Are you the best person for the job?
Business owners need to focus on their business, and PR can sometimes be a distraction. Because at times PR is very “fun”, it’s easy for business owners to put too much time and effort into something that a PR professional could do in a fraction of the time.
Think about where your time is best spent? PR can be fun and exciting, and it can be easy to get caught up in. However, at the end of the day, PR needs to achieve results for your business. As a business owner, you need to know where your time is best spent, and which media are the best to target and be involved with.
Consider that your small business services only the Brisbane metro area. Would you expend time and effort being interviewed for a media opportunity in a small magazine in Melbourne with a distribution of 10,000? It’s highly unlikely to yield any return. For this reason, it’s important to have a structured approach to your PR, so you’re not easily led astray.
Easy, peasy…
Make it easy for journalists to publish your story. Assess – realistically – whether or your story is newsworthy. Is it really news? Or would it be better suited to an advertisement? For a company or product, there are three angles that are almost always media publicity worthy. They are listed below, with case studies to demonstrate. The value of the media coverage has been calculated using a basic Equivalent Advertising Value method.
Angle 1: New to market / new to Australia / new to your area
Case study: Launch of an online organic baby food supplier
When Rumbletums Organic Babyfood launched in Australia, it needed to raise awareness and encourage trial amongst mothers along the eastern seaboard. Media releases alerted relevant food journalists and bloggers to the Rumbletums brand. Over a four-month period, more than $500,000 of media coverage was secured. For the full case study click here.
Angle 2: Solves a growing problem
Case study: Taekwondo assists with weight loss and bullying
A Taekwondo Centre in Brisbane that offered classes in Pilates and Brazilian Jiu Jitzu needed to change the perception that the centre was just for martial arts. Taekwondo is great for weight loss, so tying in with The Biggest Loser TV show, a media release was distributed to local papers. Taekwondo also helps children overcome issues with bullying through increased self-confidence, so a media release was distributed to lifestyle publications that parents were likely to read. The result was more than $10,000 in media coverage over a three-month period. For the full case study click here.
Angle 3: Celebrity involvement
Case study: Doggy day care and The Dog Whisperer, Cesar Millan
The owner of Paddington Pups doggy day care centre in Brisbane wanted international celebrity Cesar Millan to visit her centre. She was able to attract him to come by becoming a brand ambassador for Cesar’s charity the Millan Foundation and hosting a dog wash fundraising day while Cesar was in Brisbane. By working closely with the media, the doggy day care centre secured more than $20,000 media coverage in a week. For the full case study click here.
Check out these case studies in the Our Work section for inspiration and motivation – good luck!
