You’ve spent hours slaving over your press release. You’ve targeted it at the most relevant media outlets. You’ve sent it off. And nothing is happening. Why is this? It has a good newsworthy angle and it’s concise. Yet it has sunk without trace. Even if it does get in, you may be wondering why it hasn’t had more of an impact.
The truth is, even the best press releases have trouble breaking through the wall of sound that surrounds journalists. Stories are clamouring for their attention from every corner. In previous blog posts, http://bit.ly/bBm5x4
and http://bit.ly/cfvgaP, I’ve showed you how to write a relevant press release. But if you’re serious about making media publicity part of your marketing strategy, it’s time to take your efforts a step further, with a press release campaign.
How to Run Your Media Campaign
‘Where am I going to find the time for that?’ you ask yourself. Yes, you will need to invest time in the beginning, which is a lot harder than investing money. But it’s time well spent. Create a template press release, giving a profile of your business and what makes it different. You can use it as the basis for all your press releases, so you won’t have to write a completely new one every time. You can just update the one you have. For example, you can change the first paragraph but keep the rest intact, or create a new quote to finish with.
Aim to send in your press release once a month. Significant developments, like winning an award, an exclusive product range or major expansion, are immediate attention grabbers. But what do you do when there’s nothing new happening? You’re bound to have strong opinions about what’s happening in your industry and how these trends are affecting your customers. You can also comment on existing press release coverage for your industry. This will give you plenty of material for press releases.
What’s In It For Me?
By sending in a press release regularly, you stand a better chance of breaking through the wall. Target a few specific journalists and you’ll build a relationship with them. They’ll see you as someone they can rely on for a comment and journalists love anyone who makes their job easier! Being featured regularly in the media will make a greater impact on the public. They will become more familiar with you and what you can do for them. They’ll see you as a trusted expert. This in turn will make them want to buy from you.
It may seem like you’ll never break through the wall, but with consistent effort, it will happen. The media offers you the best opportunity to run a sustained marketing campaign for free. And after the initial press release, even the time investment is significantly reduced. Most small businesses don’t invest in this kind of strategy. If you decide to take this step, you will have the edge.