Do you often watch your favorite news program and think, "I have a great idea for a news story - but I have no idea how to reach the media or get it covered in the news?" Have you tried to send email or telephone pitches and media releases, but think they might be ignoring you? Don't get discouraged! Keep trying - and think about some of the tips we've listed below. Television coverage might be a bit more challenging to achieve - but when you do, it pays off 100 fold! As a matter of fact, one of our PR Mentor clients saw an increase of 500% of visitor traffic after her appearance on TV!

Having been on both sides of the camera, the one true thing that applies no matter who you are or what your company sells - the media needs good stories. Most stories are pitched poorly, they aren't visual enough for the person reading it to see why it should be on TV - and, because they don't grab the reader's attention - are often lost in the blizzard of faxes and

emails that bombard newsrooms everyday. 

So, here are five steps to increase your chances of getting covered that even some public relations professionals don't know.

1. Be visual. Reporters tell stories with pictures. Television reports are ALL about pictures. If there are no pictures - there is no story. 

Even the most non-visual story can be made visual if you're creative. What about a real estate agent promoting their services and expertise about the booming real estate market - boring right? An "imagine yourself hosting in this home" party in a beautiful house for sale by the agent - with caterers and a four piece band - with interested potential buyers roaming around the house, getting a feel for what it would be like to live there. Now that's creative - and visual. (A great marketing tool as well!) 

That's what Judy Nayduk of Remax did to not only boost her profile but to sell the house! She also invited media to the party - and they've been coming to her for quotes and stories on a frequent basis ever since. 

Again, she took a relatively common activity and created a visual story that the media found interesting enough to cover. 

2. Think of the unusual. The saying "man bites dog" still holds true for television media. The news doesn't cover what is expected - and normal. After all - that doesn't make interesting news. The more unusual or creative, the more chance you'll have at generating interest. Think outside the box-remember that the media are in competition for stories that woo viewers and advertisers. Here is an interesting perspective to consider: You are actually helping them - not the other way around. The challenge of course is cutting through the clutter so you can be heard.

While doing PR for one of the leading wireless telecom companies a number of years ago, raising money for charities was really starting to ramp up on the corporate radar. Everyone was doing some sort of event to raise money - gala dinners, golf tournaments - fun ways to get a corporate donation. Unfortunately, none of this was newsworthy. However, with media in mind, we decided to make ours a celebrity fashion show and gala - with athletes (Professional and Olympic,local news celebrities (built in coverage there) and entertainment celebrities. I sent out a media release in advance listing the celebrities as well as some of the unusual events that would also be happening, along with donated items for the silent auction - and presto - media frenzy.

On a smaller scale, if you are an auto repair shop - instead of pitching what good maintenance checks people should have before their driving vacations, talk about what happens when people DON"T pay attention to their vehicles. Give examples of vacations gone wrong with improper car maintenance - talk about scenarios.

3. Choose your Reporters wisely. Perhaps the most common mistake even some PR pros make is trying to sell a good story to the wrong person. Most reporters have a specialty, like "technology" or "business". So, seek out

the reporter who will have the most to benefit from your story. As we talk

about in the PR Mentor tool kit, it's so important to research your target media before you send your pitch, media release or story idea. Start studying the news programs and check out their websites. Before you call a TV station, become familiar with a reporter's work. Don't try and sell a technology story to a reporter who covers entertainment.

4. Think like a Reporter - Write like a reporter. If I were going to send a media release to a reporter, I'd write the kind of headline that a newspaper would run. And I'd make the rest of the release so easy and conversational in style that a TV anchor could read it right on the air.

Why would you try to do this? A major market newsroom gets hundreds (even

thousands) of media releases every day. Often the decision on whether to cover your story is made in a matter of seconds. 

It is important to catch their attention and keep them reading!

5. Wait for a slow news day. If you have timely news happening, then you will obviously have to release it on a specific day. But if you have a story idea that is not time sensitive, a Sunday or a holiday are usually slowest "news times" of the year. On holidays and Sundays a lot of businesses, banks and government offices are closed - which means those sources aren't accessible. 

There you have it - you're armed with knowledge that even some public relations professionals don't practice. If your idea is unique, visual and pitched to the right person your chances of success go way up! Pitch it on a slow news day or a holiday - or tie it in with a trend - and you'll be guaranteed a hit!

If you have not considered a PR plan as part of your business strategy we have included a few key benefits for your consideration. 

Make a commitment that this year will be a growth year. Pick one or two important goals and execute. Spend at least one hour per week working ON your business not IN your business. You will not believe the difference it makes!

The benefits of a good PR Program

A well run Public Relations program has multiple benefits and can have a far greater impact than other marketing methods because it carries a message of implied endorsement by the media. When stakeholders read, see, or hear the editorial or news coverage it creates a credibility factor unmatched by any other promotional strategy.

Here are few benefits to consider:

Higher Valuation

When you gain visibility - you gain credibility - This credibility creates a good will for your brand. This brand value is reflected in a higher valuation in private markets and in the public circles with shareholders for both private and institutional investors. 

Access to Capital

As institutions are always searching for investment opportunities, when you "rise above the noise" you will get more interest in your business.

Shareholder Visibility

Many organizations go through peaks and valleys in their business over time and when the publicity machine is working well, you gain the attention of past, current and future shareholders.

Attract New Customers

Wouldn't it be great to have clients knocking on your door for a change? The visibility you gain to this target audience has a direct correlation to revenue - if more doors are opened by your PR program - more business will be gained.

Channel Visibility

As you grow your channel - credibility is paramount. If a potential channel partner has heard of you in a positive light - they are more likely to give you an audience to see if mutually rewarding opportunities exist. Finding good channel partners can be as competitive as finding new clients. The channel wants to align with a good brand in order to make their selling job easier.

Industry Visibility

Getting the attention of your competition can create excellent opportunities for partnerships and can identify potential acquisition targets either as buyers or sellers. In addition, the credibility you gain through your industry visibility will eventually lead to Industry analyst coverage which again creates more integrity for your firm.

Staff benefits 

The battle for talent will be the next great challenge for business. Never underestimate the power of good PR when attracting a new workforce and retaining existing staff. Employees want to feel proud of where they work and the more they see positive publicity, the more it justifies their decision that they are with a great company.

Good PR begets good PR 

The media are essentially competing for stories and the more visible you are the more media you will attract.

Trade shows are a wonderful opportunity to enhance your brand. Every chance you get to be in front of your target audience and/or the media is a great opportunity. 

Trade shows help level the playing field for smaller firms - even small companies can usually afford attractive displays. With creative marketing and booth design, small businesses can actually appear as substantial as larger corporations. 

Most companies choose trade shows as a marketing vehicle for a number of reasons including generating sales leads, enhancing your image and visibility, reaching a specific audience, establishing a presence in the marketplace, improving the effectiveness and efficiency of your marketing efforts, personally meeting your customers, competitors, and suppliers and prospecting for new customers.

It is a wonderful way to introduce new products and services, demonstrate your product in ways not possible with other marketing channels, recruiting distributors or dealers and educating your target audience. Trade shows also offer an opportunity to share your expert status by taking advantage of speaking opportunities. 

If prospects or suppliers feel good about interactions with your staff – they will tell others - creating a buzz about your company. Usually, your sales and/or technical staff will man your booth and meet prospects. Delegate someone to manage the lead tracking system. Your sales and technical team need to focus on the visitors to the booth. 

An executive should be in attendance, just in case media opportunities arise. Often, the media visit the booth and want a quick word with a representative of the company. You do not want an untrained employee speaking to the media – it can be a disaster. Booth staff should know what to say if media want information and should offer to contact the person best qualified to answer questions. 

Since trade shows generally take place at a single location, are usually one to three days only and bring together thousands of exhibitors and potential customers, they are a very powerful marketing medium that is, if you target geographies appropriately. Pick your shows by location, if it is an international show; evaluate the value of “being seen” as opposed to “making sales”. 

Invite attending media to your booth in advance. Work with the show organizers to see what branding opportunities exist. Get your company name listed in the pre-show promotion, sponsor a breakfast, lunch, break or after-hours event. Consider sponsoring the media room, or pay for and brand give-away bags. 

Look for innovative and economical ways to get your name out there. Leverage your supplier/partners who often spend significant resources in marketing and PR. If you participate in their booth or let them in yours, you will get a PR boost from the association with a strong brand. 

You are representing your company and brand, so your professional image is critical at a show. Look interested - captivate your prospects…make an impression!

Here’s how - have a good breakfast; you will need the energy and make sure your clothing is pressed and clean and your shoes are shined. Make sure to have a good night’s rest. Trade shows can be a great party time. The after-hours events are great networking opportunities, but don’t over do it – you will pay for it the next day! A tired, hung-over booth representative is not good PR! 

Don’t pounce on visitors as they approach the booth, instead smile and engage them. Spend a bit of money, thought and effort on your booth. If your budget doesn’t allow for a booth this year, attend anyways so that you can check out the competition and get some great ideas for your booth next year. 

If you search for information on Case Studies on the Internet you will find quite an array of different types, from academic proofs of concept to legal case studies. For the purposes of Media Relations we will define it this way: "A short (500 word) description of the application of your product or service with an actual client". 

Case studies can be used as you would any company collateral, except that it is infinitely more powerful than your other documents. Whereas other documents are in your "voice", a good case study is in the customer's "voice", which always has more credibility with media and other customers. 

In fact many times when you send out a Press Release or conduct a Media Pitch the media will want a case study to learn more about how the client is using your product or service. They will also want to know if the customer is willing to be interviewed, so when you are gathering information on the case study make sure you have the express permission of the customer.

Finally, ensure that your case study solves a general business problem (makes money or saves money, saves time, etc.) and use a consistent format for your case studies. It makes them easier to grasp -and also easier to write. 

Social media is the fastest growing medium to market your product and communicate with your audience.  And when it comes to branding your product it just might be the simplest and cheapest way to create awareness to potential clients.  Marketing is changing and it’s not always about selling something, at the end of the day it’s about creating and working on relationships.  But if you’re new to trendy online media activities, the following is sure to help you get on the right track to take advantage of what is right at your fingertips and a click away to branding success!  

Types of social media and what they can do for your company:

Blogs and forums

Used to gain new/returning business by participating in discussion forums and blogs. Become a source of information by sharing knowledge and answering questions.  Demonstrate your value for clients and potential clients.

Facebook

Creating Facebook groups attract interest and develop loyalty.

Online press releases

Make your website easy to find in search engines.

Online video

Posting videos on YouTube and on your company’s website can bring people onto the site and engage existing visitors.

Twitter

Using Twitter regularly to create and reinforce connections and to spread word of mouth about your business. 

Common Concerns:

Lacking time to learn and use social media tools

The best strategy is to pick one or two types of social media and focus on doing those well.  Have several employees share the updating duties on the company blog or contract a company outside to help with updating.  

Question the ROI?

Do you wonder if you will ever make any real business from using these social media tools?  Remember, it’s about making valuable connections and relationships with other credible business people and clients.

Worry about spam comments on blogs?

No problem, you can control and monitor inappropriate comments

3 Easy Steps To Help You Get Started!

Step 1: Finding and keeping your target

Position and describe your product. Blogging and posting updates about your product or service becomes a unique and innovative tool that can be used to spread the word.  It is a social media medium that keeps your customers aware and interested.  As long as you’re providing useful content for your audience, they’ll appreciate your effort and most likely visit again.  Social media is supposed to be conversational and casual, treat it as such and allow your audience to participate in your products.   

Step 2:  Keep it simple 

Make sure the content you post is clear, specific and something your clients can relate to.  Allow participation by making sure that the content being shared or discussed on the platform is relevant to your clients and their interests.

Step 3: Tools, Tactics, Techniques

Create peer pressure.  Get the right people involved in the beginning to encourage participation on a grassroots level, and then make sure the ongoing use of the platform is evident to your clients.

Keep in mind…!

If you do something great, people will find it. Nothing works better than word of mouse - one friend telling another.

I love the twitter dont’s  from PC magazine.  Twitter trends are changing all the time… some we love and some we hate.  I asked my tweeps (twitter followers) for ‘uncool’ twitter actions.  List below of mine + suggestions.  Get at me on twitter @BiancaFreedman and send me more.  Let’s make twitter cooler….

Uncool:

1. Auto-following.  Grow your tweeps organically ! Just so much cooler.  Follow people through friends, by keywords & content.  Go for quality, not quantity.  Quantity will happen naturally.  This is a general theme in coolness…  (I know you agree @2ammarketing )

2. Auto-messaging.  There’s nothing more irritating than the “Thanks for the follow! I look forward to your tweets” msg… especially when they are tricky and make you think the message was personalized.. not cool.

3. Wearing your heart on your twitter sleeve.  This goes for Facebook too!  This is the internet.  Be smart.  Don’t diminish the credibility of social networking by crying through your keyboard…. uncool.

4. PDA twitter pics. Thanks @akroupa  for this one.  Get your own reality show instead. Tonsil hockey on twitter=  Not cool.

5. Extreme self promotion.  We all know twitter can help you make money, generate leads.  It’s OK to promote your product/service/personal brand as amazing as it is… but throw in some additional stuff.  Don’t spam your own content. Not cool.

6.  Telling the world you brushed your hair.  Again, it takes away from the credibility of social networking.  Use twitter to learn more and share.  Unless you are an A-lister and people actually care what cereal you had for breakfast, don’t tweet about it.  Uncool..

7. Taking credit for content that’s not yours.  This is why tweeps invented the RT.  Give credit where credit’s due…. otherwise, the post is uncool.  I credit the 13 Dont’s for this. 

8. Not providing a link.  If you found a great article, tweet about it with the link.  Getting your tweeps all riled up on the brilliant article and then not directing them somewhere is uncool.

9. Being ‘too cool’.  Respond to @ replies and direct messages.  No manners=uncool.

10. #Hashtagging every topic.  I recently got a DM about something personal where words such as #happy and #sorry were hashtagged.  This is seriously uncool.