Marketing Clinic Feature by Dee Blick of The Marketing Gym & award winning Chartered Marketer.
The Power of PR
One of the many benefi ts of securing positive PR coverage of your business is that potential customers become aware of you and what you off er. “Gosh you’re doing well… I keep reading about you everywhere” is the comment that will greet you on many occasions, not least when business networking.
This perception of success has a benefi cial impact on your business. It takes less time to close a sale because people trust you having read about you. It becomes easier to open the door to a sale because you’re a familiar face. So don’t dismiss the compelling power of PR in growing your business.
However, whilst I know how challenging it can be to get worthwhile media coverage, I empathise with journalists that are often on the receiving end of pitches from business people, so keen to get their name in print they forget that news or expertise is required and not advertising spin. If you’re intent on approaching journalists and editors, don’t sabotage your chances of success with a clumsy
and unprofessional approach. A
journalist is looking for relevance - something you can bring to the table that is timely and concise, that will inspire and inform their readers.
Spend time contemplating newsworthy stories and how you could off er your expertise to a publication. What’s the hook for readers?
When a journalist asks you to contribute an article or feature or to give a precious nugget of your wisdom, you must clarify
38 To advertise in thewire t. 07720 429 613 e.
the.wire@btinternet.com
your understanding of exactly what they are looking for before putting pen to paper. Then, briefl y understood, it’s time for you to deliver.
• Don’t haggle on the copy deadline even if
it means burning the midnight oil
or cancelling a night out because the deadline is the next day or within a few hours.
• Always submit the exact word count but only after you’ve checked and re- checked your piece ensuring it’s free of spelling mistakes and clumsy grammar.
•
Try and include quotes with memorable facts or fi gures.
If the journalist likes
them they will be highlighted within the article.
• Add a few lines about what you do, your website address and social media profi les. This may well be included too.
Don’t overlook the importance of being charming and nice! Journalists appreciate being thanked. Because they have many businesses clamouring for coverage you need to stand apart with a charming and professional approach. In the last 20 years I’ve managed to secure many full-page articles, special features and columns simply by building a relationship with the commissioning editor
or journalist, often
when the odds were stacked against me. Don’t skimp on this.
Clinic
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