This post is part 2 of our blog: How to move into the spotlight with PR
Once you start to consider all the ways you can move into the spotlight with PR, you’ll have a library of ideas for your business to implement over time.
The important thing is you’re taking action on a regular basis to help your business get the PR and coverage it deserves. However, you need to be prepared for knock-backs, particularly when you’re pitching to the media.
The businesses that are successful with getting great PR are the ones that continuously take action to make sure they are pitching new ideas to journalists, bloggers and other influential people in your community.
Here are some other ways to move into the spotlight with PR:
Special features
Special features are published in many publications and cover specific topics relevant to their readers. They are an excellent avenue for reaching a specific audience. Contact the feature editor or the journalist in charge to see what angles, topics and issues they wish to cover and then develop a story, case study, or offer comment. Be proactive and contact features editors well in advance of publishing deadlines, as often they are pre-printed with long lead times before they are distributed.
Article writing
Write an article that positions you as an industry expert and offers topical, helpful information. Ensure it is written in an objective, informative and entertaining manner. It should never be a blatant advertisement or advertorial. Determine which publications your potential clients read, and approach editors focusing on what you can do for their readers. This is an effective way to generate future requests for comments from journalists as it positions you as an industry expert.
Clarify your key messages
Develop compelling key messages so you can get your story across. When a journalist asks you for comment, ensure you have developed clear key messages as they create meaning, headline the issue and allow you to control the interview. With your audience in mind and focused on your objectives, you should work out in advance of the interview what you must say on the topic concerned.
Research publications
It can be difficult to figure out which topics journalists are writing on and how to approach them, but it can be worked out with a little research so you can secure the coverage you want. Many media outlets publish lists of upcoming features on their websites, usually under the advertising section. This will give you a good idea about which topics the editor will require comments and stories on. The key is to offer newsworthy, compelling stories that place you firmly in the spotlight.
Take action
Most importantly, you need to be doing all of these tasks on a regular basis. Stay abreast of the news and current events in your field as this will help you ride the wave of certain topical stories in the media. As an expert in your field you have something interesting to contribute, as well as offer your experienced opinion and commentary when needed.
It may feel risky to start to move into the spotlight, however the rewards can be great for your business and your brand.
What other ways have you used to move into the spotlight with PR? Add you comments below.
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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
