When you think about generating PR for your business, I imagine the first thing that enters your mind would be writing and sending out a media release, which would then lead to interviews with the media or being quoted in an article.
This is a great place to start, but I want you to think about the other ways you can extend your PR beyond the media release.
To help you along I’ve included 10 ideas below:
1. Write articles about your area of expertise
For example, Kristy-Lee from Footprint Recruitment writes about HR. These articles can be sent to industry magazines, newspaper sections and blogs.
2. Offer yourself as an expert for an interview
Everyone will soon be thinking about New Year’s resolutions, so it’s the perfect time for Alycia from Coastal Accounting Services to speak about setting business goals.
3. Call the radio station
We all laugh about the loonies who call talkback radio, but not all callers are loonies and this method might fit in with your message. Breakfast and drive time radio segments often have call-in topics and some even have free business promotions on certain days if you send your details.
4. Current affairs programs
If you watch Today Tonight or A Current Affair, they are always asking for people to send them stories, so make yours topical and pitch it.
5. Letters to the editor
When I worked at a newspaper, this was one of the best-read pages in the whole paper. If the issue was good, the editor would turn it into a story and interview the writer.
6. Online editions
Many media outlets now have online editions and invite readers to send newsworthy information and, sometimes, even tell the news themselves in a special section, so it’s worth checking out your local paper.
7. Run a competition
Many businesses run competitions and if it’s newsworthy, the media might be interested. For example, the Miss Australia pageant is a fundraising event, but always covered in the media.
8. Product reviews
Pick 5-10 media outlets that you know are popular with your customers and offer them a review sample of your product or a CD with images, information or even a song if you’re a songwriter. Your customers will see third-party opinions on your product and the cost to you has been minimal.
9. Responding to source call outs/calls for witnesses
Whether this is someone who has filmed a video of a bushfire and posted it to YouTube, or responded to a request SourceBottle, it is often first in, best dressed, so take advantage of opportunities as they arise. The LinkedIn Answers section works similarly, in that you can answer a question on your topic of expertise and others can see what you have written. They can contact you if they need more information.
10. Advertising
I left this to last because this will involve you outlaying money to promote your business; but if you ever buy advertising in any medium, ask for editorial space or time as part of the deal.
