Many think playing with PR (publicity) is reserved for the big companies with zillion dollar budgets. I used think like that too.
Then I went to a half day session learning how to create publicity for profits from Sue Papadoulis. This is a game changer.
I discovered, business owners who are ready to talk to journalists become journalists’ resources.
Because of the internet, we can access journalists far more easily than ever.
When we present ourselves as the topic experts directly to the TV, Radio, magazines etc, we become the journalists’ best friend, we are saying to the media that we are available to help your audience / readers to solve a problem they have.
Starting with writing a good press release based on a tested and successful format, business owners can get a fair chance to get publicity and media exposure without the employing a PR agency.
Today, I am in a room with 11 others to expand our businesses using publicity, learning how to write press release and more.
Here are some key takeaways –
- Be clear – paint them in as much details as possible – break it down as much as you can.
My Target Market
- how to delight them
- what to do to solve their problems
- spend a lot of time on this story?
- someone available to comment right now
- improve ratings / circulation
- no one cares you move office, hire Jo Bloggs (doesn’t solve anyone’s problem)
- press release in conversational style, like talking to a 12 year old, in 3rd person
Writing a press release is just the BAIT to get journalist to connect with you, so you can be interviewed and then they will write the articles.
Press release is a way to start the connection.
- A good headline is a good start (most important message)
- Snappy opening line
- Who, when, what, how, why
- Write like a news article – skinny columns, 1 idea per sentence, skip a line, then another sentence, and so on.
- Use bold and bullets for how to
- add quotes fairly high in the press release. Quote yourself in 3rd person with salutation in short quotes, something interesting.
- can include expert quotes (get expert approval) or testimonials towards end of press release.
- include statistics such abs.gov.au
- Write “ENDS” once the information that may be quoted has finished.
- CALL TO ACTION: write “Media Contact” CONTACT DETAILS with some relevant details
- include small image (mention high res press ready images available upon request) and mention open to be photographed
- Sentence case, 0-9 in words, about that in numbers
Target journalists from
- sunrise (media organisations online)
- skynews.com.au (the bloggers in this site like columnists)
Find other blogs in portals like bloghub.com.au, technorati.com
Explore which media sites link out – if they don’t (eg government, ABC) then it is typically less beneficial to pitch for publicity.
Getting strategic for extra publicity juice –
Create more relatable content on your website to attract the journalists to use it to add more content
On website, it could be expansion of the original press release that was sent –
- tweak header
- tweak opening paragraph
- more bullets than initial lot in press release
- Press Release
- Call to Action – make sure website and email are there
- Interview – link to website
- Visit Website
- Opt in
- Stay in touch (news etc)
- ask reception for email address for X in Y media company
- Margaret Gee’s Australian Media Guide
- Sourcebottle.com.au – sign up as expert (ask what show/magazine/ blog for, and just briefly how you can help – answer the brief)
- search under the advertising section on a newspaper website, or speak to journalist work on advertising features, eg special reports in business reviews – check upcoming topics and if you can fit that topic, send them a press release
- create a list of journalists who regularly reports on your topic – can ask receptionist in media company for X topic reported
- create database! touch them regularly
- email them (calling not a good idea) –
- headline as subject line,
- personalised greeting,
- benefits you’re providing,
- press release copied into body of email,
- low res image (150kb) attached
- must follow up – wait a day after email then call
- call before lunch (newspaper)
- community paper (call thurs / fri after publish)
- call after bulletin been on (after last deadline)
- resend press release over the phone if not received
- what do you think of the story?
- I can help with the photos, I can help you find visuals (supporting images / videos)
- if not interested – ask why, “so I will get it right for you next time…”
- book review: ask for the book editor, email, then send the book with intro letter
- once a month catch up (everything is on the record)
Well, there you have it. The juicy bit. I can’t recommend this workshop more on DIY PR, Selfies! 😉
ps: Sue Papadoulis runs workshops nationwide. If you are interested in the half day session, please drop me an email and I can make the connection for you.pps: This is part of my course note from going to the workshop. In no way this can replace your actual participation of the PR workshop. But you are my “tribe”, so I want to give back something special to you. Thank you for your support 🙂