Depending on what you’re promoting and your budget, you might use a personal and local approach, a large-scale media approach, or a combination of both. A local approach is great if you’re promoting a local business or service; a large-scale approach makes more sense if you have a product or service that has national appeal.
How do you decide who the media should contact and how? Here are some suggestions.
Deciding Who Will Contact the Media
There are several ways to take a personal and local approach and keep your costs down, including hiring a new publicist or student interns, or acting as your own publicist. Here are the main considerations to think about.
Hiring a PR who is just starting out can be a good idea, as a new PR might work at a low enough hourly rate to build a track record. Such people may be very passionate and do a great job, because they are looking for references.
Another good way to keep your costs down on local campaigns is to hire student assistants from your local college or high school who are learning to do marketing and PR, and sometimes you can get them to work as unpaid interns on projects. this. Sometimes you can find these students through the local jobs program for students in your city.
For example, in Oakland, there is a Mayor’s Summer Jobs program that helps high school students find work in local businesses, and I hired several interns through this program, some of whom are still working for me now that they’re in college. Usually you can start with $7-8 per hour for students looking for their first job.
While students may not have the skills of a trained public relations professional, they can actually do a good job if you have a casual type of job, such as creating databases, searching the Internet for information, or making phone calls for information. If you have a very detailed type of administrative work, someone who is quiet and shy might be the right person for it. If you have a lot of work calls and public contacts and the details are less important, find someone friendly. Although sometimes, one person can perform both types of tasks.
Disguising yourself as your own publicist is another way to keep costs down, if you have an open and persuasive personality. In this case, instead of calling and saying: “I have this great product and service,” you act as your publicist and say “I’m calling on behalf of this company or organization.” Then, you can talk about how the company or organization was really great or had this great new product or service. If you’re a match, you can add: “So if you’re interested, I can send you information.”
The advantage of calling for yourself, not as you, is that it puts some distance between you and the promotion for your company, product, or service, and that gives you more credibility. It sounds like you have someone working for you or speaking for you, which makes whatever you’re promoting sound more important and impressive than if you were the only one promoting you.
Building from Local to National PR
This local approach can help you build your campaign, so once you get local stories, it can help you get to bigger stories. The way it works is that sometimes these local stories are picked up by other media outlets, which have someone watching local stories with broad national appeal.
So something can start out as a small story somewhere, and then develop into something big because of its wider appeal. Strategi marketing online saat ini di media sosial, bagaimana postingan produk bisa memiliki engagement rate luaxs, cara promosi di instagram menjangkau banyak orang dan memiliki tingkat interaksi dengan followers/subscribers tinggi. Or sometimes you can leverage these stories yourself by adding them to your press portfolio or submitting local copies of articles to other media.
Getting this local coverage can be an easy way to get started. Simply contact the editor or reporter at your local daily or weekly newspaper by phone, fax, or email or a combination of these approaches. Some editors and reporters will take a speed call where you give them a sentence or two to get them interested. Then, you say more if they are interested or follow up with an email or fax with more information. Or you can find the email of the editor or reporter you want to contact at the head of the newspaper and send the email. Then, if you don’t get a response within a day or two, follow up with a phone call.
Usually, the editor provides the section, but if you get interest from a reporter, the reporter can suggest it to the editor and then get the assignment.
When you make a local call or send your initial email, this is when you might have your assistant — or you disguise himself as your assistant — make the initial call or sign a fax or email to open the door to gaining media interest. Then, if a reporter or editor wants to talk to you, go ahead and do it; only sound like you’re someone else if you previously served as your assistant in making initial contact.
A good way to use your initial call is as a door opener, where it will take you about 30-45 seconds to quickly get your story across. Then, because you have another story to tell (which may be a new approach to your product or service or related to another news event), you can build a relationship based on mutual benefit.
If a media contact expresses interest after your initial phone call, follow up with a press release, request letter, press kit, or whatever else they’d like to see. You must have these press materials ready for delivery or be able to collect these materials within a day or two of your call.
Don’t initially send the full press kit to everyone in the media group you contact. This can be very expensive. Also, it is best to see in advance if the contact wants a press kit and what he or she would like to see, as there are different press kit components and you may choose to use some components instead of others. This way you can customize the press kit depending on who you send it to.