Advice Center
"I know my business, I know my product, all I needed were contacts. Handle Your Own PR came along at just the right time for me as I didn't have to waste my (lack of!) time approaching print media myself - and then there was the concern of my phone call or email being pushed into the 'junk mail' or the 'not interested' basket or worst still, being labeled a nuisance! As an establishing business and brand I really can't afford any negativity. I was so impressed with the amount of contacts on the lists - excited in fact! Knowing that the majority of the contacts you provided are WAITING for my call is just fantastic! Takes all the hard work out of it..... well, except making the actual phone call... but it was the contacts I needed - I can do all the rest! It was definitely money well spent!"
Lou Peters – Lil' Rockers
Other FREE PR ideas
celebrity endorsements
Some companies pay celebrities big bucks to endorse their product. If you are just starting out, getting a celebrity to endorse your product for hundreds of thousands of dollars just won't work. Rather, you need to be clever about your strategy. If your product is something that a celebrity may like to have, and will probably use it in public, do some research on the Web and find out who their agent or manager is. You can find their contact details but subscribing to ContactAnyCelebrity.com as well.
You can email, call or mail a letter to their agent - or simply send the product to them to pass along to their celebrity client. Make it clear that you don't expect anything in return. If a major celebrity is photographed or filmed using your product it can mean great things for the growth of your brand and your sales.
events
Some people like to launch their new business with an event. The idea is that local and celebrity media will attend and photograph the event and run the images in their newspapers and magazines. These events can be quite tricky to coordinate, and unless you are a natural party-thrower, it is probably best to employ an expert to do this on your behalf.
online marketing - blogs, social networks and more
Utilizing social media is another way to promote your business. Join websites that your customers may frequent and tell the members about your products or services. Start to Tweet about your business, build a following on Facebook, and blog about a topic related to your business. Make the most out of the free promotions you can do online.
PR stunts/pictorial opportunities
Oftentimes, a great way to get exposure for your business is to create a visually interesting event to invite the news media to attend. Try to imagine how it would look on television or in the newspaper because this is how the senior media staff will often determine whether to send a crew out to cover it or not. Such events can create great exposure, but if you are not confident, you might want to employ the help of an expert to set it up.
work your network
Remember to work your existing network to grow your business. Remind your friends and family about what your business offers. Offer special rates to friends and friends of friends in return for testimonials that you can put on your marketing materials and websites.
local media
Remember that your local media likes to promote local stories. Find out who the editor is next time you read a local magazine or newspaper and then contact them with a 'local' story angle. For example, if your business sells hair accessories online, and you have just reached a milestone (eg. 1,000,000 hits), then perhaps your local angle or headline could be 'One million hits for hairy local' - get creative!
milk those awards!
If your business is fortunate enough to win an award, make sure you milk it for all it is worth. Create a media release announcing the award. Distribute it to the relevant business media and industry media - it's a great excuse to approach the media again.To find awards to apply for, visit Awards Sync online, or search your local business magazines and industry award programs online.
women's networks
If you are a woman in business, there are loads of magazines and websites dedicated to featuring business women. Research these and be sure to contact them with your story. If you are a confident public speaker, you can let them know you are available to speak at events as well or host a webinar.
become an 'expert'
It is worth contacting the major newspapers, TV and radio stations to notify them that you are an 'expert' in your preferred field of expertise. When stories come up that require comments from an 'expert' in a particular area, they may call on you if you have networked with them. It would also be a good idea to register with Help A Reporter Out (HARO) as this is a resource for journalists looking for experts. Journalists also can create a 'request for sources' when they are looking for particular stories or people to talk to. Some of them may be perfect for you!
If you are struggling to find a newsworthy angle it may pay to put together some tips about your industry that may be picked up by the media and credited to you as an 'expert' in the field. For example if you are a bed manufacturer you might put together five tips for a great night sleep or five things to consider when buying a new bed. Although this sort of publicity is not directly sprouting the benefits of your product, it does raise your (/your brand's) profile and helps to build your credibility.
When alerting the media that you are an 'expert' be very specific about your expertise. For example if you have a business that offers in home chef catering for dinner parties, you may like to advise that you are 'expert' in:
- Cooking on a budget
- Stress-free dinner parties
- Dinner party favorites
- Dinner party etiquette
- Support for the busy working mom, etc.
Remember to mention what makes you an expert in these areas. You may have education/training qualifications, association membership, or life experience that equips you to be the expert!