3 Tips for getting PR for your Business

Guest Author Janet Thaeler, aka Newspapergrl shares the following advice on Public Relations:

Tie Into Trends

If you want to get publicity and cannot afford to hire a PR firm, one tip that’s particularly effective is to tie into trends. You’ll need to know what is going on in your industry and in popular culture and then you can leverage the interest into publicity for you or your business. Or, you can establish yourself as an expert that the media can quote for stories. Or you can use these opportunities to position your business as an answer to current worries, problems or concerns.

How do you watch trends?

1. Put a word relating to your business into http://news.yahoo.com and see what stories come up. If you see a study, a new law or other changes in your industry, add your commentary. Here’s an example of a CEO who weighed in on changes to credit card laws and sent out a press release with his opinion. He is regularly quoted on credit card issues in the press because of his visibility and credibility. Here’s the press release he sent about the issue:  http://www.docstoc.com/docs/33778539/CardRatingscom-Founder-Curtis-Arnold-Weighs-in-on-New-Restrictions-to-Free-Credit-Report-Offers/
2. Skim HARO or www.HelpAReporter.com This free email newsletter gives you an insider’s look at what stories are being covered in the media right now. You can answer queries and get ideas for possible publications you could target. While you cannot pitch reporters unless you fit their request, you can certainly collect information. Once you find a contact, start reading and commenting on their blog, and look for ways to contribute and connect.
3. Check Google Insights for Search. Search the US in the last 12 months. This is a simple way to see what’s hot online right now. Here’s an example of a search for “baby slings.” If you go to the bottom right you’ll see that the “breakout” search is for “baby slings recall.” That means it’s particularly hot right now. Use this exact phrase in the title of your blog post, press release, etc. 

   HugAMonkey.com did this – they developed an infographic based on this news and are getting traffic and links to their baby sling web site as a result.

Send a Press Release

If you have something to announce or say to a wider audience, consider sending an online press release. That’s what I cover in my book, I Need a Killer Press Release, Now What??? A lot of small businesses neglect to do this and miss opportunities for some low-cost PR. In the book I list many different web sites that will take news releases. If budget is an issue the site PRLog.org is free and has the most benefits of any free site I’ve tested so far. Still, it won’t get you the visibility you need if you really want to reach people and the media. That’s why if your story is worth telling, spend the money to get it distributed by a reputable newswire and reach out to media outlets individually.

Here’s an example: You may have heard the story recently about a mom who adopted a son from Russia. He had so many psychological issues that she couldn’t handle that she gave him a one way ticket back to Russia. Because of this, the country closed adoptions to Americans. It was all over the talk shows and news.

My client had recently written a book about her experience adopting a child overseas and her unexpected struggles. We hurried to send out a press release – which cost her about $400 total (that’s with the fees for the newswire + fees for me to write and submit it). She was covered in local media and was contacted by the Dr. Phil show (I haven’t gotten an update to see if she will be on the show). I think you’ll agree that it’s a bargain compared to one ad in the newspaper (at around $80 for a column inch).

Develop relationships – with bloggers, reporters, and on social sites.

When you want to get media attention, do homework. Find publications and writers who may cover your story. Many magazines have contact information on their web sites. You can also find editorial calendars that give you an idea what topics they plan to cover during the year. Additionally there are email newsletters that often take submissions – especially for events. Search for or ask what the procedure is for submitting stories. Sometimes I do a search in Google for the name of the publication and the words “press release.” For example I might type in:  “submit press release, Health Magazine” or “how to pitch Health Magazine” or even “Health Magazine editorial calendar.”

It’s also important to develop relationships with media and bloggers in your space. You can find people on social networking sites such as Twitter and Facebook where you can see what’s on their mind and what they’re interested in. Also remember to send out your news on social networking web sites. Surprisingly, LinkedIn Answers is my favorite way to build relationships.

There’s so much more. My book is a resource but if you want to actually see how to do it, you can get the book and DVD as a combo at www.OnlinePRBook.com On the DVD you actually see me on my computer walking you through step by step. I cover topics like writing a press release, identifying trends, getting search engine referrals for your business and how to use a newswire.

Special Deal: Buy the DVD+book combo and I’ll throw in a press release template that includes social media at no extra charge. Just email me your receipt to janet at onlineprbook.com for the extra bonus.

Now go get some killer publicity for your business! Do some research and write down as many headlines as you can think of. Then create a plan to implement your strategy.

Related Posts:

How to Craft a Killer Press Release
How to Get and Prepare for a TV Interview

Please comment: What has worked for you? Please share your experiences getting PR for your business.

Janet Thaeler or Newspapergrl is the author of I Need a Killer Press Release, Now What???, and the companion DVD “Killer Online Press Releases. She consults and is the social media specialist for OrangeSoda. She won the 2009 award for “Best Social Media Content Guru” from the Utah Social Media Club. A webinar entitled “Creating a Killer Publicity Strategy with Online News Releases” was attended by thousands and earned her a spot on PR Web’s list of “Best PRWeb Webinars of 2009.”