NiVoice
NI: How do I contact my local media?
A: Do your research! Look at where you want to be in the newspaper and see
who is writing those pages. Most journalists now like press releases to come
through on email, this way they can pick up a story when they aren’t on
deadline and keep hold of the story in their inbox. Don’t expect your story to
automatically get covered, follow up with them and see what they think of
your story. Persistency and consistency is key to gaining media coverage. Also,
don’t forget to contact your local radio station(s), as they might be interested
in your story too. Once you have established a rapport with a journalist, try to
continue the relationship with relevant contact with them.
NI: What are the common pitfalls when sending out a press release?
A: The most common problem is not sending press releases to relevant
publications or journalists. This will only frustrate journalists, and won’t get you
coverage. If you aren’t sure of a title, buy a copy and look at where you think
your story could fit, check it is the right target audience for you and look at
angles other companies have used to get coverage in that title. The key is to
do your research so you know your information is going to the relevant person
and/or publication. Make sure your press release is concise and to-the-point, all
key information should be in the first paragraph. Make sure it is grammatically
correct too! Once you have a journalist’s attention and they are interested in
your story, make their life easy by providing all the information they typically
need e.g. who, what, where, when, why and how, website / contact details.
Good images are essential too – this can be the difference between getting
coverage and losing it. Always have good high res images available and a
selection if possible.
NI: What are your five top tips for a successful campaign?
A: Know your customer and target your PR appropriately.
Know your brand inside out, and make sure you have a raison d’etre behind
every single product or service
Be creative!
Keep the interest there – no new products? Come up with an interesting event
or case study instead.
Relationships are key. If you get some good publicity, say thank you to the
journalist and they’ll remember you next time they’re looking for good retailers
to feature.
www.nursery-industry.co.uk
•
AUGUST 2009
•
NURSERY INDUSTRY
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