When
media talks about you - that builds credibility, image and respect. Whether you call this promotion, public relations or publicity, remember two important points; 1. It is free. Well nothing is free - you pay in time and effort. 2. We believe more what others say about you. This is doubly so when media talks about you. Follow this five step proven process to get your name and message in media. 1. Target media where you want to be seen Of three forms of traditional media print is best. Clients might not have seen you on TV or heard you on radio. But when you are in print you can send them a photocopy.
Be seen in publications read by your prospects and clients. Ask your clients what they read or check magazines in their lobby. Appearing in national dailies may feel glamourous but does that help your business.? All publicity helps but focus your time and effort on where you get biggest impact. That could be a community paper, association newsletter or an industry trade magazine. For example if you sell to hair dressers you should appear in "Hair Today".
2. Build a Database Start recording contact information about editors and reporters for publications in which you might appear. Watch for publications that might be able to use your expertise. Pick up a copy and read it. Search for articles on your industry or area of expertise. Take note of writers whose style you enjoy. If you like their style it is because you are like them or would like to be. There is a good chance that they will also like you, so start with them.
3. Make contact First contact; shall we dance? There is no right way but some work better than others. These worked best for me; call, introduce yourself and offer an article or interview, send a note of congratulations on an article they wrote or mail a post card from an exotic location, (sign your name clearly).
It may take a while to build rapport. The media are just like customers. They are skeptical. Be persistent and consistent to be remembered. Be patient and realize that free media exposure is a long term plan. I appeared on a TV station after two years of contact and follow-up. The director finally stated. "George, your timing is impeccable, we need someone like you." Now I ask you, "Why did it take two years for my timing to be impeccable?" If I had given up after 18 months I could have believed that it doesn't work. It does - you just never know how long it will take.
