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Transcript:
Hey hey and welcome to Connections, Coffee & COnfidence with me, Janice Fogarty. Today’s episode is a quick tip so that you can increase your odds of getting publicity exactly when and where you want it. Ready?
INTRO
Publicity is always a great way to boost your reputation, your credibility, and your sales. Sometimes when you go to someone’s website and you see all of the logos of the various places they’ve been featured, well, it can feel impressive and maybe, just maybe you feel that little twinge of really? How can I get my own collection of logos to showcase? Or how can I expand my reach?
Depending on which influencer or businessperson you are snooping, there is a pretty good chance they have had professional help in getting them featured in that media. However, those professionals cost a lot of money to get on your side - and, just to manage your expectations - sometimes getting featured also requires a payment of some kind, depending on the media. For example, you may be required to purchase a certain amount of ad space or you may need to sponsor an event or something similar in order to get a feature.
This extra outlay isn’t always in our budget and usually isn’t necessary. I firmly believe that you can do your own PR - in fact, episode 44 is called How You can Actually DIY Your Own PR, that’s how much I believe in it!
There are many layers to getting good public relations and this is a basic fundamental layer - you want to know who you’re talking to.
But, I’m not talking about your ideal client - this tip assumes you know who this is. So if you don’t know who you’re selling to just yet, it’s okay. Keep listening and store this tip away for after you’ve got that figured out.
The audience I’m talking about is the media. Yup. When you know your target audience, you can make some pretty good guesses as to who they are watching, listening to and reading. And if you are unfamiliar with media, well, this tip is going to push you to stretch yourself, and I suggest you get googling. You can also head to www.janicefogarty.com and get my free guide on 10 places to get free publicity, that’ll start you off on the right foot.
Once you have a list of say five to seven media, you need to study them. This should be fun study, not like you have a make or break exam tomorrow study.
Read what their journalists write, what topics do they cover and how? Is their writing fun? Is it informal and chatty? Is it businesslike? Is it functional advice, like how-to lists or tutorial type? And yes, I say read what their journalists write but obviously you can sub in listen or watch if you are looking at YouTube or listening to podcasts, radio even good old television.
As an extra tip within a tip - while you’re there, check out the ads that are featured close to the content. If the ads are for things you know your ideal customer likes, or if they are your competition, then you know you’ve hit a great piece of targeted media.
The reason why I’m telling you to do this media study is because if you want to pitch yourself and your business to the media, you need to make sure you aren’t wasting anyone’s time - yours or theirs. You want to match their tone and style when you contact them.
Journalists and media get thousands upon thousands of phone calls and emails delivered to them, all pitching ideas or services or products. You want yours to stand out and one way to do that is to prove from the outset that you are just like them - and by extension, their audience.
You want them to feel like you are a natural fit with their audience - and you know you are because you’ve done your research.
Consuming their media will also give you a great idea of how to frame your pitch. When you see what stories they cover and how, you can start to imagine how you’ll fit into similar stories. And that’s what you pitch.
This isn’t a one and done type of thing, though. You need to keep yourself current with trends and journalists and media - new ones are popping up all the time. Why not create a media list of your own? A simple google sheet or even a written list can be handy to have and easy to update as time goes on. Those things can be bought from agencies for a tidy sum but they are easy, if a bit time consuming to put together yourself.
So there you have it. In the end, three tips to help you get the publicity you want: take some time and perform a media study, include looking at the ads and stories that are run. And create yourself a media list so when you have your idea for a pitch, you’re ready to go. Oh, and don’t forget to head to my website, janicefogarty.com and get your free guide outlining the ten places to get publicity even when you have no budget. I’ll see you back here my friend, same time, next week. Until then.
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