If you run your own business you need to juggle many balls — the financials, stock, display (online and offline), networking, social media management, staff… the list goes on.
But one thing that all entrepreneurs must try to keep on top of is brand awareness — so that new customers can discover you easily and so that your existing customers feel good about seeing your company getting mentioned in the press. This kind of visibility will encourage customers to pick up the phone and order your product or services again.
Press coverage is free editorial — not paid-for advertising. If you haven’t tried to get press coverage to date, here are 12 essential steps that will help you get your company some valuable media coverage in 2014.
You will need to roll your sleeves and go for it, because if you don’t employ a PR agent (either in-house or on a contractual basis), then no one is going to do it for you. The fact that you are passionate about your product or services is a great start.
So let’s dive straight in and get some press for 2014.
1. Have a thick skin and be persistent: you could get plenty of push backs, but keep on trying, don’t be put off by rejections from journalists, the next journalist you call may love your product.
2. Be creative: try and think outside of the box to come up with interesting angles for your media approaches.
3. Have confidence: pick up the phone. If you believe in your product and are passionate about it, that’s half the battle.
4. Good images, both high and low resolution, are essential.
5. Strong copy: make your words punchy and to the point in order to catch attention.
6. Prepare your website: add a new page with links to your images and the news you are promoting.
7. Buy the target magazines or newspapers or read them online to find out more about their approach and to get the key contacts details.
8. Follow journalists on Twitter: You will see up to date information on what they are covering. You can also check out these two hashtags: #journorequest #PRrequest.
9. Identify your story: Is it a product launch? Profile piece? Case study?
10. Come up with a grabbing headline and use this in your email subject box and as the title for the press release.
11. Use statistics where possible, this gives credibility to your story. Provide a quote and if possible get one from a satisfied customer as well.
12. Always say thank you to the journalists when they publish your story.
Good luck and go for it!
Amanda Ruiz is the founder of www.amandaruiz.co.uk, a marketing and PR agency.