Get Free Publicity For Your Website
If you want to promote your product or service, then consider using
public relations. The best part of PR(Public Relations) is that it
costs nothing. In fact, public relations is one of the best kept
secrets of small business owners who are successful. Use these powerful
techniques to get picked up by local and national media.
1. Be an expert
The media relies on experts for their information. The news that
gets printed is only as credible as the source from which it comes.
Begin by selecting a news related story to comment on. It should be a
story that you are qualified to speak about, aligned with your area of
expertise.
If your background is in engineering, and a building falls down, you
are qualified to speak about the structure and answer possible
engineering related questions. Being an expert simply means that you
have a background in a specific area and can lend your expertise.
2. Research the reporter
To get coverage, find the reporter who is covering the news you wish
to comment on. For example, if the news is about a specific current
event, then Google the current event name followed by the name of a
popular newspaper like the Wall Street Journal or USA Today. You’ll
quickly find the reporters who have written on the subject. Call the
newspaper (contact information available on their website) and ask for
the reporter by name. If the operation asks what your call is in
reference to, simply state that you have information related to a
specific news item.
3. Compliment the reporter
When you locate the reporter, and contact him, start with a
compliment. Reporters take great pride in their work. Be sure to
compliment their position on a given topic or their previous work.
After complimenting them, you’re ready for the pitch.
Talk to them about your position on the given news story and what
you have to offer. Again, referring back to our earlier example of the
building, mention that you have an engineering background and have a
position on the story. For example, you might be able to comment on why
buildings collapse and the structural aspects that could be the cause.
Let the reporter ask questions but have a point of view. After the
dialogue, the reporter will verify your information such as name and
company.
4. Leave a compelling yet non-descript message
If you’re unable to get in touch with the reporter directly, leave a
message - but be discreet. You don’t want to show all of your cards
before speaking to him directly. However, if you leave enough
information to get them to return your call, they will call you.
Reporters follow up with any leads they consider opportunistic.
When leaving a message, simple say, “I have something you need to
hear about (fill in name of story here).” Be specific with regard to
the story the reporter is covering. You want them to consider your
possible information valuable.
5. State your expertise
After complimenting the reporter about their coverage on a specific
article or issue, let them know your position on a given topic and why
you are qualified to comment on it. Give them your pitch and be
confident that your opinion matters base on the experience you have to
offer.
In today’s environment, it’s difficult to attract the media’s
attention. The best way to get PR for your product or service is by
commenting on current stories being covered by the media. The process
is simple. When you hear a news story that you can comment on, find the
reporter using Google and the name of a major publication.
Research some of the reporter’s previous articles for background and
then contact him directly. Let him know that you have some information
that he may find valuable or a comment relevant to the story. Be sure
to provide him with your credentials. Lastly, be persistent. Continue
to reach out to the media and soon they’ll be calling you for advice.
Author: Michael Fleischner
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