5 Tips For Managing Your Own DIY PR

DIY PR

Getting your company some media attention can be a great way of boosting your reputation and generating more customers. This could include local newspaper coverage, radio interviews, blog reviews or features in online magazines. Most people use a PR agent to attract this media coverage – PR professionals tend to have lots of strong contacts and may know how to spin the best angle. That said, you can do your own PR as a way of saving money. Here are just 5 tips for launching a successful DIY PR campaign.

Come up with a strong angle

In order for media outlets to care about you, you need to have a strong angle that gets people talking. Most people get excited by events – perhaps you have a new product out or have just launched your business or are hosting a competition. Whatever the case, something new has to be happening, otherwise it’s not news. Inspirational back stories, links with famous celebrities and bizarre facts and tales are great angles to focus on.

Do your research into media outlets

Next, you need to decide which media outlets to contact. If you’re a tech company, this could include focusing on tech publications, tech blogs and even tech YouTube channels. The hardest part can be finding the right people to contact – ideally you want an email address or a phone number that leads to someone that deals with media enquiries (although you can try contacting individual journalists and presenters). This guide on how to find contacts at Me and B Make Tea is worth reading.

Do your research into media outlets

Next, you need to decide which media outlets to contact. If you’re a tech company, this could include focusing on tech publications, tech blogs and even tech YouTube channels. The hardest part can be finding the right people to contact – ideally you want an email address or a phone number that leads to someone that deals with media enquiries (although you can try contacting individual journalists and presenters). This guide on how to find contacts at Me and B Make Tea is worth reading.

Deliver a strong pitch

A strong pitch will help you to get noticed. Many publications receive hundreds of emails a week from companies wanting media coverage, so you want a strong subject line that stands out and gets people clicking (this guide at HubSpot could help). The content of your email should then contain a press release – this is a promotion piece of text that details your angle, telling people why your company is news-worthy. Consider also using personalised introductions when trying to gain favour with certain people.

Use the right platforms and tools

Using the right platforms and tools will make life easier for you and it could maximise the amount of replies you get. Email is often the best platform, but you can try using phonecalls, social media and even good old-fashioned snail mail. If you’re strapped for time, using a press release distribution service could be the fastest way of getting your pitch out there to journalists – this guide at BusinessMole offers some of the best distribution platforms. There may be extra tools that you can use such as DropBox or WeTransfer for sending large files, as well as bulk email services such as MailChimp if you want to send the same email to hundreds of contacts at once.

Chase up non-responses

Hopefully some people will respond. If not, don’t lose all hope – make sure to chase up all your emails in case they missed it. Wait a few days before chasing up and stay polite. If you’re lucky to get some positive responses and are able to secure some media coverage, make sure to thank these people via email. Supporting them by following them on social media can also show appreciation. Once you have your first media coverage you can then start chasing up other contacts and mentioning this to build your credibility.

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