“Nine Ways to get free PR/media coverage for yourself or your business”
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I learned the following during a recent media blitz for BizMove.com. We had over 100 media placements in 11 months.
Send out 1,000 press releases and/or press kits to everybody.
Include a great portrait photo and/or action shot of your product or
service. PROVE that it's legitimate as best you can. The media WILL
cover stuff as long as they aren't afraid it will come back to make
THEM look bad.
Focus on the benefits, novelty-ness, timeliness, newsworthiness of your product or service.
Don't try to sell it! Tell it, instead. Stand in the shoes of the jaded/suspicious/bored person reading your press release/press kit and ask yourself how you can make THIS appealing to THEM! Give it a twist.
Create a STORY around your product or service.
Did you lose your shirt at something, but then CAME BACK to make a lot of money? (turnaround...) Did you start to create one product, but ended up with another? (fate/chance...)
Link your product or service to something else that IS newsworthy.
For example, if the trend is entrepreneur ism/home based offices, what do YOU have or do that supports folks doing this?
Link your product to the Web/Internet.
Creating an online product/service, take an existing profession and make it cyber-oriented one, etc.
Create controversy.
Sue somebody. Get sued by somebody. Challenge someone well known. Go against the status quo; David vs Goliath, etc. Add your two cents worth to an existing controversy. Make fun of an institution/spoof them. Call a press conference.
Give an award or give something away.
If you don't have the credibility needed, create an "institution/organization" that will get it for you. Or give $1,000 to the local NEEDY/DESPERATE charity, etc. Give SOMETHING interesting away to a group that is INTERESTING.
Issue a report or survey or index/measure.
These work. And as an unusual example, create a HIGHLY VALUABLE measure of the human condition, like the Happiness Index or the Misery Index or SOMETHING that tells us more about ourselves in a surprising way.
The nice thing about a survey/report/annual pool is that you'll likely get lots of coverage out of it, perhaps even long term if it's annual.
Help the reporters do their job.
Return their calls within an hour. Have background info on you or your firm available for faxing. Answer their questions; don't try to convince them of anything. Be gracious but not too friendly. Always know the 3 major points that you want to get across and find a way to weave these in AS YOU ANSWER THEIR questions.
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Articles by Meir Liraz, president of BizMove.com (http://www.bizmove.com), a free informational web site for entrepreneurs and small business owners that provides free guides and tips for starting, growing and managing a small business
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