Look beyond The New York Times. The online formats of industry trade publications are hungry for fresh content, daily. Provide actionable information and visuals to land this coverage.
Keep your insights accessible. Incorporate imagery and limit use of technical language; your readers might forward your ideas to colleagues who are less conversant with the issue.
Public Relations activity affects more than sales. Miserly Communications spending may save dollars, and also affect how customers, prospects and industry observers remember — or overlook — your organization.
Reporters always want to know what lies ahead. Be the one to anticipate the trends about to happen.
A photograph is worth 1,000 words. People in the picture are an engaging testimonial in your brochures, on your website, in media outreach and in your emails.
An active photo grabs attention. Focus on a staff member interacting with a client or a visitor, who is seen from the back or in profile.
Teach your contacts and prospects in partnership with other groups. The fundamentals, advanced techniques, new technologies or latest trends in your field are vital subjects for sessions sponsored by organizations whose marketing muscle will fill the room.
As a Guest Blogger, you can write whenever it suits your schedule. You’re free to produce timely, insightful content and, chances are, the host will welcome the respite from their frequent writing frenzy.
Harness the power of a client testimonial at a membership group’s event. A case study comes to life when a client tells your shared success story. Audience members visualize themselves participating in the process and achieving similar results, fueled by your insight and services.
Why you? And why now? That’s what reporters will ask. Introduce yourself, your organization, your event, etc., to journalists at appropriate publications in a memorable way. Reporters call the people they know and they do not call people who wait for the phone to ring. Find a reason to put your name in front of the press as an authoritative source on a timely matter.
Who do YOU know? Board members, advisory board members, former officers. Everyone knows someone worth knowing, so spend some quality one-on-one time with the inner circle to build lists of contacts and locate candidates whose presence will enrich your group’s fundraiser.
Always Be Celebrating Success. Make sure your contract or engagement letter allows you to possibly mention your work with the client in future media outreach and marketing activity. This way you don’t need to ask for permission after the project is completed.
Confirm spelling of all names. After a phone interview, send a follow-up note to the reporter with relevant names, websites and email addresses in a large font.
Make a list of topics to tell the reporter. Print in a large, easy-to-read font to consult when you have a phone interview.
How much would it cost to buy leads of CFO’s in your industry? Before you contacted them, were they motivated to use a service that might save them thousands of dollars?
Sometimes attorneys in a litigation case need to motivate opposing counsel representing a business. When unfavorable news stories lead that company’s customers to voice their concern and dismay about business practices, it usually prompts defense counsel to respond.
Timing is everything. A well-timed pitch, made to a reporter in a casual setting, may lead to a high-profile news story.
Watch mid-morning news headlines for topics that relate to your industry. Afternoon and evening news reporters may need sources to comment on those stories.
When technical information needs to be accessible to the reader, especially about personal finance, snappy headlines with eye-catching phrases can make the difference and engage the client.