By Jennefer Witter, The Boreland Group
Getting a press placement for your business can translate into increased visibility; differentiate your firm from the competition; generate new business; and assist in recruiting.
Getting a press placement for your business can translate into increased visibility; differentiate your firm from the competition; generate new business; and assist in recruiting.
As a public relations expert with 30+ years of experience – my PR agency, The Boreland Group Inc., has gotten our clients in such leading business outlets as The Wall Street Journal, Harvard Business Review, Fast Company, US News & World Report, Associated Press, Industry Week, American Management Association Journal, Bloomberg TV and Huffington Post – trust me when I say getting press is not as simple as it looks. It takes time, effort and a strategy. And you have to manage expectations – yes, you may get the interview, but that doesn’t mean your quote will appear.
At my January 25th Small Business Roundtable presentation, I’ll provide Chamber members with nuts-and-bolts information on how to get press, and how to leverage placements. In anticipation of the seminar, here are five ‘bonus’ tips to get you started:
Tip 1: You may want to get a big, splashy placement in the Washington Post. But is your target audience more influenced by the Washington Business Journal? Getting media where you want to be will have limited, if any, impact. It’s about getting press in the media outlets that will provide you and your business the highest rate of return.
Tip 2: Take the time to research the reporters who cover your industry. One of the biggest complaints reporters have is getting pitches that have nothing to do with their areas of coverage. They most likely won’t redirect your pitch to the right reporter and you’ll lose out on the opportunity.
Tip 3: It’s worth your while to develop relationships with reporters. They’ll pay more attention to your pitches, and when they need someone to interview, you’ll be higher on the list to get contacted.
Building a relationship is not hard to do. One way is to follow a reporter on Twitter. Tweet her articles; like her posts; comment. An important note – you must be authentic in whatever action you take. Reporters aren’t stupid, and will see through false connections faster than an oncoming deadline.
Tip 4: If you get asked a question during the interview for which you don’t have the answer, don’t panic and don’t wing it. Say you don’t have the information, and will get back them ASAP with it. You should then pivot to what you can speak about and take back control of the conversation.
Tip 5: Don’t keep reporters waiting. If they call or email you for an interview, respond as quickly as possible. Reporters are on tight deadlines, and truly don’t have time to spare. If you keep them waiting, they’ll go to another source. And they’ll remember that you weren’t available when they needed you – which could translate into their not reaching out next time there’s a story opportunity.
I’ll be providing additional information, as well as a case study, at my Small Business Roundtable on January 25. I’ll also be giving away a copy of my book, “The Little Book of Big PR: 100+ Quick Tips to Get Your Small Business Noticed” (AMACOM). I look forward to seeing you there.
At my January 25th Small Business Roundtable presentation, I’ll provide Chamber members with nuts-and-bolts information on how to get press, and how to leverage placements. In anticipation of the seminar, here are five ‘bonus’ tips to get you started:
Tip 1: You may want to get a big, splashy placement in the Washington Post. But is your target audience more influenced by the Washington Business Journal? Getting media where you want to be will have limited, if any, impact. It’s about getting press in the media outlets that will provide you and your business the highest rate of return.
Tip 2: Take the time to research the reporters who cover your industry. One of the biggest complaints reporters have is getting pitches that have nothing to do with their areas of coverage. They most likely won’t redirect your pitch to the right reporter and you’ll lose out on the opportunity.
Tip 3: It’s worth your while to develop relationships with reporters. They’ll pay more attention to your pitches, and when they need someone to interview, you’ll be higher on the list to get contacted.
Building a relationship is not hard to do. One way is to follow a reporter on Twitter. Tweet her articles; like her posts; comment. An important note – you must be authentic in whatever action you take. Reporters aren’t stupid, and will see through false connections faster than an oncoming deadline.
Tip 4: If you get asked a question during the interview for which you don’t have the answer, don’t panic and don’t wing it. Say you don’t have the information, and will get back them ASAP with it. You should then pivot to what you can speak about and take back control of the conversation.
Tip 5: Don’t keep reporters waiting. If they call or email you for an interview, respond as quickly as possible. Reporters are on tight deadlines, and truly don’t have time to spare. If you keep them waiting, they’ll go to another source. And they’ll remember that you weren’t available when they needed you – which could translate into their not reaching out next time there’s a story opportunity.
I’ll be providing additional information, as well as a case study, at my Small Business Roundtable on January 25. I’ll also be giving away a copy of my book, “The Little Book of Big PR: 100+ Quick Tips to Get Your Small Business Noticed” (AMACOM). I look forward to seeing you there.
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