Media Relations – Getting Free Publicity Without Having Media Contacts
If you’re a small business or service, an artist, or non-profit organization with limited dollars for marketing and promotions, not to worry: You can still get media coverage for your special event. Even if you’re just starting a business, planning your first art exhibit or music video viewing, there are PR strategies that can result in publicity for an activity you’re not certain the media will support.Make your activity irresistible by involving as many influential “heavy-hitters” as you can
It would be perfect to get an A-lister to speak at your event, and you can bet you’ll get great publicity if you do. But there are bright enough stars in your own backyard to invite, and you’d be surprised how willing many might be to take part in local happenings.
The lure of potentially getting publicity of their own at your activity is payment enough for some, never mind an appearance fee. And actually, it’s the job of many such influencers to wear a “community relations hat,” so don’t hesitate to write, call and invite their participation.
Who has the potential to draw out the media for publicity?
* Local elected officials (e.g., the mayor, a city councilman, a state taskforce leader)
* Hometown heroes (e.g., a local who made it onto American Idol, an Olympic hopeful)
* Executive Directors of important social and civic organizations (e.g., head of the local school district, chamber of commerce)
Saturate local media outlets with your press material
The purpose of a press release (and related documents) is to sell your event as newsworthy. Make your activity or celebration sound exciting and important. Try to have a PR professional write your news release. If you can’t afford a professional, at least have it proofread by a friend with excellent writing skills and the eye of an eagle. Once the document announcing your exciting news is tight, here’s how to let it fly.
* The media is now used to receiving press material via email, so consider the Internet your best friend as a time and cost savings.
* You also have the option of disseminating an “EPK” – an electronic press kit. An EPK can take the form of a mailed CD-Rom, an emailed newsletter, or a special website link provided in an email (also called a micro-site).
* When your budget allows, create an attractive, creatively packaged press kit, too. When mailed in advance, a traditional paper media kit or folder draws greater attention to your information.
Set aside quality time for media outreach, diligently following-up by phone and email
Traditionally, this is what’s called media pitching or pitching the media. Because here is where your “sales pitch” matters most. When following-up with the media by phone, you’ll often first have to leave a few voice messages: newsrooms are notoriously hectic. Either way, speak enthusiastically about what’s taking place, and drop the names of VIPs you’re expecting to attend or participate.
The media has arrived at your special event, but that doesn’t guarantee you publicity
A fire, a crime, a strike, a natural disaster – all of these occurrences can crop up and bump your story at the last minute, even though a reporter or camera crew showed up. Advanced planning is your best tactic for increasing the likelihood the publicity you seek actually makes it on the news or in the newspaper. A few tips:
* Keep in mind that print and television rely heavily on visual appeal. They look to capture some type of action, so be sure to build plenty into your special event. An enthusiastic speaker, jazz band performance, or symbolic ribbon cutting all can help ensure that decision-makers back in the newsroom like the images they see.
* Have a variety of interview subjects prepared in advance to speak with the media about your activity and why they’re supporting it. Provide your event participants a written summary or talking points suggesting what they might say about you when interviewed.
* Also, be mindful of the noise level, so move interviews off to the side or into another room if necessary. Just be sure that wherever you bring reporters with cameras, the background setting is visually stimulating and tastefully features your brand or business logo.
A seasoned Fortune 100 publicist, Viqi French operates the Chicago-based PR consultancy Pet Leopard Communications. The company’s cyberhome specializes in Publicity online and off in any U.S. market, SEO Article Writing, Website Copy, eBook Ghostwriting and more. For details, visit this website
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