If you want to promote your product or service, then consider using public
relations. The best part of PR is that it costs nothing. In fact, public relations is one of the best kept secrets
of small business owners who are successful. Use these powerful techniques to get picked up by local and national
media.
1. Be an expert.
The media relies on experts for their information. The news that gets printed is only as credible as the source
from which it comes. Begin by selecting a news related story to comment on. It should be a story that you are qualified
to speak about, aligned with your area of expertise.
If your background is in engineering, and a building falls down, you are qualified to speak about the structure
and answer possible engineering related questions. Being an expert simply means that you have a background in a
specific area and can lend your expertise.
2. Research the reporter.
To get coverage, find the reporter who is covering the news you wish to comment on. For example, if the news is
about a specific current event, then Google the current event name followed by the name of a popular newspaper
like the Wall Street Journal or USA Today. You'll quickly find the reporters who have written on the subject. Call
the newspaper (contact information available on their website) and ask for the reporter by name. If the operation
asks what your call is in reference to, simply state that you have information related to a specific news item.
3. Compliment the reporter.
When you locate the reporter, and contact him, start with a compliment. Reporters take great pride in their work.
Be sure to compliment their position on a given topic or their previous work. After complimenting them, you're
ready for the pitch.
Talk to them about your position on the given news story and what you have to offer. Again, referring back to our
earlier example of the building, mention that you have an engineering background and have a position on the story.
For example, you might be able to comment on why buildings collapse and the structural aspects that could be the
cause. Let the reporter ask questions but have a point of view. After the dialogue, the reporter will verify your
information such as name and company.
4. Leave a compelling yet non-descript message.
If you're unable to get in touch with the reporter directly, leave a message - but be discreet. You don't want
to show all of your cards before speaking to him directly. However, if you leave enough information to get them
to return your call, they will call you. Reporters follow up with any leads they consider opportunistic.
When leaving a message, simple say, "I have something you need to hear about (fill in name of story here)."
Be specific with regard to the story the reporter is covering. You want them to consider your possible information
valuable.
5. State your expertise.
After complimenting the reporter about their coverage on a specific article or issue, let them know your position
on a given topic and why you are qualified to comment on it. Give them your pitch and be confident that your opinion
matters base on the experience you have to offer.
In today's environment, it's difficult to attract the media's attention. The best way to get PR for your product
or service is by commenting on current stories being covered by the media. The process is simple. When you hear
a news story that you can comment on, find the reporter using Google and the name of a major publication.
Research some of the reporter's previous articles for background and then contact him directly. Let him know that
you have some information that he may find valuable or a comment relevant to the story. Be sure to provide him
with your credentials. Lastly, be persistent. Continue to reach out to the media and soon they'll be calling you
for advice.
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