How to Get Free Media and Public Relations for Your Business, Project or Cause
The first rule of media relations is that if you spend money, you’ll get coverage. It’s just a known fact that media companies – whether they are newspapers, television or radio, rely on advertising dollars to pay the bills. If you do have an advertising budget, you’ll need to evaluate the best way to spend the money you do have for the best coverage. But, don’t stop there, if you are a paying advertiser with a media company, press them for additional news and press coverage – they should want to keep you happy and keep you as a paying client.
What if you don’t have an advertising budget? You can still get press coverage, and you’ll become quite savvy with your local media and press scene while you’re at it! Start by finding out who the players are at various press outlets in your community or region – find out not only who the beat reporter is who covers your sphere of influence, but also who his or her editor is so you can make contact with both. While you’re at it, find out who the columnists and media “personalities” are in your community. Some individuals are known for doing feature stories, a weekly social column, or hosting an eclectic radio talk show. Find out who these people are, and gather all their contact info in one place.
Next, put together a press contact list – a spread sheet including reporters, editors, station managers, news directors: their names, titles, fax numbers, Email, etc. This is going to become your “little black book” for marketing. If you know anyone who is already doing marketing and/or public relations in your community you may be able to extract some inside and contact information from them. Despite what you may believe, marketing people are usually quite willing to swap information – they are, by nature, a creative, outgoing group and they like to keep up-to-date with what’s going on, who the relationships and players are, etc.
Now, comes the creative part…start pitching! In “marketing chat”, a “pitch” means that you are serving up story angles, interview ideas, feature stories, etc.. to a reporter or editor. Sending out the generic press release if fine, but they often end up in the paper shredder. Reporters are busy – whether they work in print, radio and television and the more creative, newsworthy stories you can serve them up ready-made, the more likely they are to bite. But, you’re wondering, what constitutes a good “pitch?”
To you, your business, organization, cause, or event is the most interesting, important and exciting thing to hit your town since the circus. Unfortunately, you are competing not only with a hundred other businesses, organizations and causes, you are also competed for space with national news and paid advertisers. You’re going to have to get creative if you are going to “earn” media space. Look for human interest angles, interesting “inside” stories or sexy connections between what you are doing and something or someone else. Consider the audience of the media company to whom you are pitching – is the demographic young, senior, wealthy, or is it a family-oriented outlet? Then, try to find an angle that would fit the audience and, still tell your “story” at the same time. If you can do something media-worthy that ties in with a holiday or other event (say host a benefit for low income families during the holiday season) – don’t be afraid to pitch that angle. It may seem like shameless pandering, but, hey, that’s the world of media!
Relationships are key in getting free press – if you make yourself known and available, you will get the calls from reporters when they are looking for good quotes and are up against a deadline. Do as much of the prep work as you possibly can. I have even gone so far as to write articles, send the photos, and arrange the interviews. Believe me, the press was worth it.
This brings me to visual images. If you can, include photos, videos, music or whatever might be appropriate and necessary with your pitch – or make sure you make it clear that you have photos, images, video, etc. available at a moment’s notice. This will also increase the likelihood that you will get coverage. If your organization or business is doing something that might generate a good visual, let the media know – do you have children gathering food for the hungry or have you just remodeled your store? These could make good “visual copy” for a station or newspaper.
Don’t give up! Getting free public relations takes creativity, planning and persistence! Your business, cause or organization will benefit from some good old fashioned public relations, but it will take effort and work on your part! And, be sure to say “thank you!” Send a note or Emil, or make a personal call to let the reporter, editor and station know you appreciated the coverage. They’ll be more likely to remember you next time!
