Getting Press: Public Relations Tips To Get Exposure
During our most recent Digital Growth Broadcast, we caught up with four Public Relations experts and asked them to share their tips when getting press.
Aimee Ertley, Senior Director, PR, Sage North America (0:31-2:20)
- For getting PR or exposure, it doesn't matter what the size of your business is or what the industry it’s in. The most important thing is to understand what makes you unique. Think about how you got into this business in the first place and the things that you do better than others. Also, think about your employees. What do they do differently? Maybe you have a number one expert on airplane parts and you are making airplane parts. Therefore, you can tap into that type of the expertise and be prepared to share with to the world.
- Another good way to get coverage is to think about what your opinions are. You are the expert in your field. If there is an issue in your industry, your community, or even a national issue that impacts your business or the businesses around you, be prepared to share your opinion about it. That can help you get coverage.
- And the last important thing is to be authentic. Understand who you are and own it. Tell people your story. That’s what they really want to hear. One of the things I do at Sage is work with SMBs and my favorite way to get PR is to tell their stories because they are so are much more compelling, impactful and exciting.
You are the expert in your field. - @AimeeVanessa
Lauren Moreno, PR Manager, Triplt (2:20-4:15)
- When you think about your brand and you’re looking to promote it, try thinking outside the brand by itself. It is true that you are the expert in your field, however, you could be a little too technical and “jargony.” When you try to get your message out to the public, think about what are you promoting, who you’re talking to, and make sure that your message is really applicable to your audience.
- There are likely a few different target audiences that you would want to reach out to so make sure when you’re doing anything publicly-- speaking, talking to reporters--make sure to tailor what you’re saying to the audience you are talking to. Really think about what you’re saying and what you can bring to the table.
- Also, be creative. Sometimes, when you promote your brand, you need to bring in some outside resources, or experts, or work with other brands to amplify that promotion.
Tailor what you’re saying to the audience you are talking to. - @MorenoLauren
Serena Ehrlich, Director, Social and Evolving Media, Business Wire (4:15-6:20)
- You have to stop thinking text-only. A lot of companies reach out to media and they think about writing a press release, which is fantastic. The problem is that coverage today, the way reporters work - they can’t work with just a text. They need photos and videos. When you think about press releases or launching news, you have to take assets you have available. They don’t all need to be sexy, they just need to be relevant to your product.
- Journalists metrics have really changed in 2014. All journalists are actually paid and measured on shares and views of their stories. So what you need to do today is really take control; you need to take control of all the social sharing in driving traffic for reporters, as well as help the reporters read their metrics. That’s the beginning of the media relationship in 2014.
- Once the press release has gone out or you've actually launched your news out there, you need to stop for a second and look back to the data you've got. Did you find people talking about your news that you never identified before? Maybe there are influencers that you can have for your program. Did your landing page break? Did you drive a lot of people into your website but nobody stayed? Once you've done your press release, you can start looking at the action taken on that release and then figure out how to activate or create more actions in the future.
You need to take control of all the social sharing to drive traffic for reporters. - @Serena
Mike Porcaro, Director, Global Public Relation, QuickBooks at Intuit (6:21-7:52)
You have to find a hook or what makes your information relevant right now. You have to keep it newsworthy. You may have an amazing amount of information to share about your product and the service that you deliver but it could sound just purely promotional and may not stick into reporters’ minds. Therefore, you have to find a hook or what makes your information relevant right now, today, this week or next week. That can be a piece of information that no one else has; that could be a point of view or an insight that no one else has; that could be a new product offering, which is very exciting to the market place. You have to find what stands out and what’s going to “light a fire” for the story.
You have to find a hook or what makes your information relevant right now. - @MjPorcaro