Any business can generate publicity for themselves. It takes creativity, diplomacy and patience. It not “who you know” it’s “how you say it” that makes the difference.
We’ve included seven go-to publicity tips to help with the creativity. These are very common business story angles that journalists look for when deciding what to report. So, what does diplomacy and patience have to do with publicity?
It is very easy for us to get caught up in our own enthusiasm for our business. This is a good thing. Reporters like enthusiasm and passion. In fact, if our clients aren’t passionate about what they do and how they do it, we don’t take the account. Passion is key – if it’s combined with diplomacy.
Journalists are very busy workers. They are under a tremendous amount of pressure from their editors and producers to generate compelling, newsworthy stories. Moreover, they have dozens, perhaps hundreds, of story pitches and press releases being thrown their way by passionate advocates for their own cause. Some of the people contacting them are more aggressive than others. Diplomacy can help you rise to the top compared to amateurs who can become pushy when a journalist doesn’t call them back much less cover their story. Yes, it can be frustrating, but it’s all part of the process. Be diplomatic.
Often, a journalist will be able to fit your story in later – not now. So you also have to be patient and continue to feed the journalists story ideas month after month. Soon enough – one will be the right topic at the right time. This is why it’s important to be consistent with your publicity over time. Help the journalist write about you when they have a demand for a story, not when you have a demand for a story to be written.
Here are some ideas:
- Be the first, newest, oldest, biggest, smallest, etc. and explain why this is important.
- Introduce something new or improved and focus on key benefits or problems it solves.
- Announce anniversaries and stage a special event to celebrate.
- Announce a new member of your team and how they will change the way you do business.
- Win an award. Of course, you have to find them and apply, but third-party recognition are great tools.
- Announce a new major client – the bigger the better. Another third-party endorsement.
- Offer to be an expert on a specific topic or event. Journalists always need quotes from experts. Help them out and they’ll put you in an article.