Investing Your Time in Free Publicity
Getting a public (presumably positive) mention in your local media carries a “third-party” validation that paid marketing can’t provide. But it hardly ever “just happens.” It takes planning, persistence – and creativity. So, how can marketers gain traction in publicity opportunities? It comes down to two main ways: be proactive and be responsive. For example:
Get to know your local media. Follow reporters on Twitter so you’ll know the topics they’re interested in and the kinds of news they cover, and share your insight with them when you can be helpful.
Watch for opportunities. Tie your expertise to seasonal news, such as storm preparation, heat waves or cold snaps, home improvement season or wherever you can provide your advice or caution. When a national story is getting a lot of attention, see if you can be the local angle – whether the topic is energy costs, home improvement scams, water quality or electrical safety. When Daylight Savings Time begins or ends, let that traditional time to change smoke alarm batteries be your opportunity to offer tips on fire prevention or indoor air quality.
Look inward for company news. Send media releases about promotions among your staff or announce new services (especially if they’re free). If you have upgraded or expanded your building, don’t keep the news to yourself – send a release. Also, alert your community to the launch of new products in your industry or to changes they need to know about for future decisions.
You’ve got various options for contacting media. Email a media contact directly. Tweet a reply to their tweet. Send media releases or visit media websites and submit ideas through “news tips” forms. Call talk radio shows to weigh in on related topics. Or create and send tip lists to your media list.