Updated: Aug 3, 2020
If you’re a small business or a start-up, you may be keen to score yourself some media coverage to boost your brand awareness and sales.
PR is most effective when it aligns with, supports and creates tangible business outcome results such as leads generated, sales and share of voice.
But that can sometimes be a challenge to achieve, especially if you’re new to PR, you can’t use testimonials, or you don’t have a budget for a PR consultant right now.
In this blog we give you our top tips to attract media and consumer attention.
No testimonials? No worries!
A great way to get stories in the media is by using case studies however if you can’t use them for any reason, you’ll need to look at other ways to craft stories.
Think about using statistics or ‘Newsjack’ which means to highjack or add your brands story onto a story that’s aired in the media – afternoon and evening news shows often need a local or new twist on a story and if you can pitch it you can turn the focus your way.
If new statistics emerge on a subject that’s relevant to your business, think about how you can weave them into your own story. Can you add support to those stats or can you argue against them? Perhaps you could write and pitch an opinion piece which outlines a compelling argument either for or against, or you can get on talk back radio to give your opinion.
Are there any awards that you can enter, as a business or individual? Awards can sometimes secure media coverage especially if they are supported by an interesting back story. For example, the Telstra Business Awards usually get media attention and can also then be used on your marketing materials, website, social media, and email signoff.
Under the influence?
Influencer marketing is now a well-known strategy that many brands leverage to reach out to their customers and engage them.
It can be possible to reach thousands, sometimes millions, of the followers of influencers, whom you could not have reached on your own. Consumers today consider influencers as people they can trust, and they really value the opinions of the influencers they follow. Therefore, one of the biggest pros of influencer marketing is that it helps you build people’s trust in your brand and enhance your brand’s credibility.
You will need to do your research and identify influencers that can reach your target market for your brand. To build credibility and trust, it’s crucial to partner with genuine influencers who are authorities in their respective niches.
For example, in South Australia there are several highly regarded influencers who specialise in promoting the state and have high follower engagement across their platforms such as South Aussie with Cosi or Glam Adelaide.
Ensure you’ve thought about what you would like to get out of the partnership, it could be a straightforward competition/giveaway post or it could be a combination of activities, such as posts, stories and a personal appearance. Be open to suggestions from your influencer, after all, they will have insight as to what has worked well for them in the past.
Your chosen influencers resonate with their audience for a reason. Once you’ve determined that your chosen advocate matches your brand standards and speaks to your brand’s mission, trust and let that influencer fly free. If you try to impose too many rules or regulations, the relationship may break down. Worse, you might dampen the spirit of that influencer’s posts, which means their followers won’t engage anymore.
Measuring results can be a bit tricky when it comes to influencer marketing, you will need to decide on a way to analyse if they are able to deliver the desired results via their social media statistics and yours as well as either sales or awareness at your end. If not, you may need to stop working with them and consider other publicity options.
If you’d like help with getting the media’s attention or securing a suitable and relevant influencer who delivers results please contact us via firstname.lastname@example.org