By Christina Daves
Not sure your business “needs” publicity? Does your business need new customers or clients? Getting free publicity is one of the easiest ways to drive new business in the door.
The one thing I hear all the time from business owners with regards to doing their own publicity is that they don’t have time. What if I told you that you could implement a successful publicity campaign for your business in just minutes a day?
Here are 10 easy steps to follow to help you get publicity in just minutes a day.
STEP 1 – Sign up for HARO
Responding to HARO queries is one of the easiest ways to get national exposure for your business. Three times a day, you receive an email with queries from journalists looking for story ideas, sources, quotes, or guests. Respond to queries to get your business listed in major media outlets. My clients and I have gotten national television, magazine, and newspaper appearances as a result of responding to HARO, www.helpareporter.com.
My #1 tip for responding to HARO – answer promptly and keep it short and to the point. (see below for a free gift with tips for responding to HARO)
STEP 2 – Set Alerts for Your Industry
You need to be on the pulse of what’s happening in your industry. To do that, make sure you are alerted when anything new happens. Set Google Alerts with key words and phrases, www.google.com/alerts.
STEP 3 – Sign Up for Muck Rack
Most journalists are on Twitter! Join the free community, Muck Rack, http://muckrack.com and see which journalists are talking about what topics. It’s a great way to see who is writing about your industry and who you need to connect with and start connecting with and building relationships with.
STEP 4 – Find the Right Journalists
Don’t send our story idea to the wrong editor! It will never find it’s way to the right place. Journalists are busy, busy people. You have to make their job easy for them. The first step is sending your story idea to the right contact person. Not sure who that is? Check the magazine masthead (inside front cover listing all the editors). Google the magazine and topic. Search Twitter or LinkedIn for the right journalist.
STEP 5 – Engage
Show journalists your interest in them by engaging with them on social media. Share their work, re-post it, comment on it and like it. You want to start building relationships with journalists and this is a great way to do that by giving to them first.
STEP 6 – Make an Annual Plan
Take a few hours out of a weekend or evening and plan out your year of publicity. Doing this initial legwork will make the entire pitching process so much easier. Plan out one pitch per month using seasonality, trending topics, holidays, etc. Write down at least one idea per month January through December.
STEP 7 – Create Hooks
Take Step 6 and write creative hooks for those monthly ideas to get the journalist’s attention. You’ve got to “lure” the journalist into reading your email and a great hook/subject line is the best way. Look at magazine covers you have in your house right now and see what they used to get you to open the magazine.
Here are some examples:
- “5 Great Getaways One Tank of Gas”
- “Wake Up Prettier”
- “Memory Tricks that Really Work”
You want the journalist wondering “what?” “how?” Spark their curiosity so they open your email.
STEP 8 – Execute
I’ve heard executing can be the hardest part. You’ve done the work, now execute! Just do it!
STEP 9 – Follow up
Don’t forget to follow up. In 3-5 days send a follow-up email. If it’s timely or breaking news, pick up the phone.
STEP 10 – Automate
Consider using an email program to automate your pitching. You can pre-program a year’s worth of emails and personalize them using an email system.
There should now be no more “time excuses.” Create and implement a plan and see the results with new customers.
Let me know how things go.
To Your PR Success!
Get your free HARO tip sheet for responding to HARO queries, HERE.
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Christina Daves is a serial entrepreneur, award-winning inventor, and the founder of CastMedic Designs. With no budget in CastMedic for publicity, she taught herself everything she could about PR and in less than one year appeared in over 50 media outlets (including national and local television, national magazines and newspapers, and syndicated radio). Christina is the author of the bestselling book, “PR for Anyone™: 100+ Affordable Ways To Easily Create Buzz for your Business.” To learn more visit www.PRforAnyone.com and join the community.