Harness The Power of the Media!
What if I told you that you could secure space in your local newspaper that would be 10 times more powerful than a regular advertisement?
And what if I told you that with some basic knowledge and careful positioning, securing this powerful space can be just as easy as placing your usual ad?
And what if I told you that it cost nothing to have hockey star Trevor Linden promote an event?
I’d be straight out of a dreamland, right? Not at all… Let me explain!
By now you probably know that the most convincing way to communicate your message is through the words of someone who has nothing to do with your company. For most business owners, this means the words of their customers and associates through testimonials. These testimonials are often used in ads, websites, brochures and other marketing collateral.
But what I’m talking about are the words of the media. The people who write the articles that are read by thousands of people in your market area every day.
Simply put, a positive article written about your business is 10 times more convincing than any advertisement you could place in the same publication. So wouldn’t it make sense to put in just a little more effort than a regular advertisement, and develop a strategy that will harness the power of the media? The exact media your target audience reads on a regular basis?
Of course it makes sense. So let’s get started with five simple steps to make your business news:
1. Know your target audience.
Like any other marketing strategy, media relations starts with a solid understanding of who your target market is. Is it married women between the ages of 35 and 45? Single men between 18 and 25?
You want to make sure you send your news to the media outlets that your target audience actually pays attention to. Single men between 18 and 25 are not reading the local gardening newspaper – so don’t waste your time.
2. Choose your news.
Here’s the keystone to this secret: what you say has to be newsworthy. Sure, sounds simple enough. But what does newsworthy really mean?
Being newsworthy means that what you have to say actually matters to the media’s audience. It is relevant to their lives and interests, and to the current events of the day. You might care that your business just had a record year for revenue – but why would newspaper readers give a hoot?
Newspaper readers care about stories, people, and news that will benefit them. If you are the first business in the area to carry a supply of energy efficient air conditioners – and it’s the hottest summer of the year – that’s an example of welcome news.
3. Craft a killer headline.
Like advertisements, you have mere seconds to grab the attention of a reporter or editor with your press release. Use your time wisely. The headline should tell the story and answer the question why does it matter? Or, why should I care?
Here are some great headlines:
• LOCAL BOY TRIPLES GROWTH OF FAMILY BUSINESS IN ONE YEAR
• HARDWARE HEAVEN SAVES SUMMER WITH SUPPLY OF AIR CONDITIONERS
• SALA THAI IS THE PEOPLE’S CHOICE: AWARDED RESTAURANT OF THE YEAR
4. Write for the media.
Press releases aren’t sales letters, scripts, or advertisements. They’re short, sweet, and stick to the facts. If you have seconds to get their attention with a headline, you only have another minute to keep their attention with your first paragraph – or lead. Answer the five “W’s” right away, and avoid flowery language or embellishments.
Remember – you’re not trying to sell the media. You’re telling them what they need to know, and why it matters.
5. Send it to the right people.
When distributing your press release, precision will pay off in spades. If your news best fits the business section, make sure you direct your release to the business reporter or editor. Likewise with health and wellness, or sports.
It may seem like a good idea to send your release to everyone at a particular newspaper, but it can quickly wreck your credibility. Journalists and editors are bombarded with information on a daily basis, so don’t let them associate your name with content that wastes their time. The sports editor doesn’t care about your business news – and won’t take the time to send it to the business editor.
You want to develop a relationship with your local media, so make sure every time you contact them you have something relevant to say.
Follow these five simple steps, and you’ll be well on your way to securing valuable editorial space in the publications your target audience reads regularly – I guarantee it.
PS: One of my clients, the owner of the Lougheed and Delta Laser Centre are presently organizing a charity event on Tuesday June 9th at the Coyote Creek Golf Course at 6pm to help support the Cheung Family who have been turned upside down by cancer.
The event will feature medical and non-medical presentations on skin revjuniation, mineral makeup demonstration, fashion tips, a silent auction with items to amuse, soothe, tantalize your senses or otherwise just plain have fun!
PLUS… Hockey Star TREVOR LINDEN has graciously donated a lunch date!
For more information visit http://digg.com/d1sB5h?t
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