Good consultants help their clients recognize the precious marketing gems hidden right before their eyes. Publicity is one of them. We know that “getting our client’s name out there” is a good thing. With a few simple tips, you can create some good PR to raise their visibility.
What’s the key to publicity? Tell a story that people will find interesting or useful.
So what‘s news? Journalists receive numerous media releases every day, so you need to tell compelling stories to get yours noticed.
You know the obvious ones:
- Launching a new product, service or company
- Hiring a new executive
- Introducing a new product or service
- Winning an industry award
Dig Deeper for Publicity Gems
But there are many other opportunities for you to get your client’s name out there. Take a look at your client’s people. You might be surprised at what you find. People want to read about other people, not boring business announcements.
Here are a few less obvious–but equally newsworthy–opportunities:
- Community activities. Encourage your client to talk up their time or monetary donations. Don’t shy away from telling this story, or worry that it’s self-promotion.
- Profile an extraordinary employee. Take time to interview some of the company’s employees to see if you can identify someone with an extraordinary story. It may be someone who has overcome tragedy or achieved success against the odds.
- Connect with a social trend or bigger event. Anytime a company can connect what they’re doing with a national or international event, holiday, trend or special happening, you have a potentially newsworthy story. Help your client review their annual planning calendar to see if such publicity opportunities might already exist.
Changing Role of PR
Also consider the impact that blogging and social media are having on PR. You’ve heard the term PR 2.0. While the term might be a fad, the concept is not: The media is no longer the gatekeeper for one-to-many communication.
Since it’s much easier to directly reach targeted groups of people, you can deliver targeted news more frequently to the people that find it interesting. Examples could include detailed customer success stories, commentary on industry news and special announcements to customers. Blogs, Facebook, PR Wire, Digg, Reddit and Slashdot are a few of the most popular direct distribution websites.
Finally, here are some key questions to consider as you’re determining what “counts” as news:
- Is the story compelling? Interesting stories deliver greater impact.
- Are we focusing on people? People want to read about people, not things. Tell people’s stories.
- Who would want to read this story? If the subject matter is interesting to a large audience, it is more newsworthy. If it’s interesting to a more targeted audience, try to reach them directly.
Encourage your clients to repeatedly tell their most compelling stories. Over time, they’ll increase their visibility and conversation with the marketplace.