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Generating Publicity & Media Exposure For Products/Businesses

How To Tap Into The Ever-Expanding Reach Of The Media To Spread Your News

By Todd Brabender, President, Spread The News PR, Inc.
There seems to be an increasingly common misconception when businesses try to generate media attention and publicity for their products or businesses. Over the past several years, I have had more than a few clients come to me seeking “a PR” to get people interested in their products/businesses. Contrary to what some people think, PR is NOT an acronym for “Press Release” – it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.  I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to the media and just sit back and reap the benefits.” It is far from being that simple. That statement pre-supposes that the media pitch is written well – containing all the right elements and newspegs to catch the media eye – and that it is pitched and maintained in the correct media market, which is often the downfall of many amateur PR campaigns. A press release is an integral part of a PR campaign but that alone does not a PR campaign make. A successful PR/publicity campaign for your business or product should include many, if not all of the following: 
  • An interesting, quality, newsworthy product/service that the media (and its audience) will find merit in;
  • A concise, articulate media release pitch – not a glorified ad – detailing the benefits of your product/business and what effect it will have for it’s users;
  • A supply of media “supportives” – product photos (digital & hard copy), possible review samples, etc.;
  • An extensively researched media list detailing all applicable media outlets whose editorial profiles match your product/business profile. (As always, beware of press release distribution services that often times indiscriminately spew your release to hundreds of untargeted media outlets with little or no results.)
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    Get widespread media exposure by using experts who know what the media is looking to feature.

    Most publicists, PR firms and marketers unfortunately have no clue how the media really works and what those reporters, editors and producers look for in pitches - consequently, some PR firms generate very little if any media exposure for thier clients, despite charging sometimes up to $10K per month. Finding a professional who can use experience and expertise in the media to generate more media exposure for you is a good way to get the most bang for your marketing buck.
    Try: SpreadTheNewsPR.com specializes in generating publicity & media exposure for innovative products, businesses, experts and websites. Their staff's previous experience in the media is what sets them apart from other PR firms and publicists nationwide . Since 1994, Spread The News PR campaigns have helped get clients' products and businesses featured in thousands of magazines, newspapers, Internet news sites and shows and newscasts all over North America.

    Tilberry Direct Marketing specializes in getting unique products placed in multiple direct mail sales catlaogs nationwide.

    Since 1985 Tilberry Direct Marketing has represented new unique products to large mail order catalogs across the United States. They have carved out a successful niche representing small companies with innovative new inventions. They earn 100% of our income through commissioned sales. So they don't make money until you do.

    Mastering The Media: What To Do When The Media Comes Calling

    * Respond immediately to the media. They are on constant deadline and WILL move on to another source. * State facts, not fireworks, keeping superlatives to a minimum. Your product won’t need “BEST EVER” or “NUMBER 1” claims to come out in a positive light. * Speak in sentences, not phrases. Articulate your answers in the following manner: Subject -- Verb -- Object -- Reason Ex: “We (subject) are launching (verb) our new product (object) to give consumers a healthy new option in beverages (reason).” This will provide answers that are straightforward and easily understood. * “Echo-answer” the main questions. “The great thing about our product is...” That quote/soundbite is much more likely to be used because that answer can stand on its own without needing a “set-up” sentence in the article/story. * Speak to the interviewer, not the medium. Consider the reporter a single person in your extensive targeted audience. Treat the interview as a one on one conversation.
    Try: 
    Read newspapers like USA Today to see how the media uses quotes of it's resources. The key to getting the best media exposure is often times making the media contact's job as easy as possible.

     

      

     

    • The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are: · Proper Campaign Implementation – Improperly composed or poorly pitched campaigns are the major downfall of many PR efforts. Poorly written, over-commercialized media releases; uncalculated, misdirected mass e-mailing of the release pitch; no follow-up media relations/media request fulfillment; etc.. Your first impression to the media is a lasting one – make sure it’s a good one. · Media Contacts – Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot in the door benefit you. · Efficiency and Effectiveness – PR specialists/agencies generate publicity full time, 8-12 hours per day and know the ins and outs, shortcuts and secrets to getting the job done better and quicker.

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