Activate your Press Mentions

Sammy ChangGuides, Marketing Strategy, Public RelationsLeave a Comment

activate your press mentions with these pr tips
Promoting your business in today’s digital space really means that individual channels mean less and an integrated marketing strategy means a lot more.  Being able to control more of the path for potential customers who are interested and want to learn more about your company means the impression is only scratching the surface.
Even a few years ago, the barriers to entry were too high for most companies to have access to some amazing marketing tools.  Now, with everything at our disposal, even the free tools, the expectation should be much higher of your advertising, public relations and sales people.
Public Relations is a massive industry that prides itself on being the first call for experts, products and  opinions for mass media content.  Most small businesses aren’t aware of the full scope of PR since they rarely need the reach that it provides.  The budget you have is paid to a PR firm who can make introductions and position your company as the expert who gets the promotion.  PR works much differently than advertising campaigns in that you cannot directly purchase the space.  This distinct difference makes PR more like content – its an investment.
Public Relations gives you a mention or 3rd party review or qualifier (which ever you like to call it) from the platform that you were featured on.  Your customers see that you’ve “been featured” in a certain publication and that comes with a trust.  As you can imagine, if you could directly purchase trust with your potential customers, you would pay a pretty high price for it. PR doesn’t come cheap and most companies don’t take the time to make the most of it.  The successful PR mentions are gold.
Here’s quick guide to Active your Public Relations

Know when and where your story is going to run

Most of the opportunities will not be live.  You will have a set time that you’ll engage (reviews, filming, interviews, etc) and then there will be a period of editing before publishing.  This can be a long time depending on how much backlog a publisher has.  Sometimes its helpful to check-in and see when something is planning to run so you can properly do the next step.

Promote the heck out of your feature!

Content publishers no matter how small (community TV, blogs, youtube channels) or how big (national TV, podcasts, radio, major networks) all require audience loyalty and growth to survive.  You can help them by pointing your audience to them, even if its just for your feature.  Your dedication to this through social media mentions and newsletter blasts.  The best part about this – the publisher usually notices.  Your enthusiasm for them will have them wanting more.  I’ll never forget hearing about Dwayne “The Rock” Johnson talking about how much he promotes his movies. “He takes each movie’s promotion into his own hands, film insiders say that’s more valuable than any ad campaign.

Capture the Footage or Article

If you can find out where the original content will be published and how you can access it.  As an example, some TV stations will put all their segments on YouTube, where you can freely watch and share. While others will use locked-down video player that isn’t share-friendly (or removes videos after a set period).  Yes, that’s right.  The people in the business of content, don’t really understand content archives.  If they are of the “locked down” kind, see if you can get a copy or access so you can co-promote the PR mention.

Build an Archive

Co-promoting the mention is crucial for your brand.  Having the PR is only part of it, but your news/press/media archive of your website will activate your PR for both your website (SEO Boost) and to qualify your company to customers who may not know much about you.

The easiest way to do this is by having a dedicated news/press/media archive build on your blog. Make sure you include the original piece of content (see how YouTube comes in handy) embedded in the blog post so the publisher still gets the stats from your audience.  Include a brief introduction about what you did, how you liked the publisher, or a thank you.  Always link back to the original source too.

Start Today

Here’s a couple examples for you, one in Real Estate and one in Fitness.  As you’ll see with both of these, they go back years and years.  This will also help solidify your company’s timeline and history.  Its actually a really fun exercise to read back through your PR and see how your company has evolved.

Make a habit of activating your Public Relations with every mention you get in the media.  It will make you a friendly target as the “expert” more sources will want to speak with when they need a quote, or want to feature a product.

Leave a Reply

Your email address will not be published. Required fields are marked *