Getting media coverage isn’t just about stroking your ego; it’s about getting people to trust your business. We all know that people Google a brand before they actually buy and it’s articles and reviews that they’re looking for. So naturally, if they find positive stories written by journalists and the stories are ranking high in Google, you’re on to a winner.
So the question is, should you try doing your own PR? Well nobody knows the ins and outs of your business like you do. It might sound daunting but if you’ve got a good story and a product that you believe in and are passionate about, the media would much rather hear from you directly. The key is to equip yourself with the right tools and skills to make sure you get it right the first time, and every time.
And it’s easy with a little know-how. Small businesses can do their own PR properly and start to build their own relationships directly with the media. Here’s my step-by-step guide to effectively running your own PR campaign:
1. The key to a successful PR campaign is to establish, from the get-go, why you want PR in the first place.
Whether you are looking to expand your customer base or to bump up your credibility as a business owner, you must build the foundations of your PR campaign on figuring out what it is you are trying to achieve.
2. Figure out who you want to know about your business.
Who is your customer? Is it very specific or it is broad? Once you’ve worked that out, you can decide which media to approach. You need to think about what your customers and potential customers are reading, watching and listening to.
3. Work out what your story is and how to build a strong one that journalists will want to write about.
This is usually where most businesses come unstuck. Remember, it’s not enough to just write a profile about your business. You need an angle that is bigger than just what your company does or makes. What problem do you solve for people? You need to talk about the problem as much as your product.
Read the next steps on the original article here.