By Kristen White
Those who want to go it alone and do-it-yourself when it comes to public relations, often find themselves in a pickle. It’s one thing to watch the evening news or read the city newspaper, but what do you do to get in front of that producer or editor? How do you start your public relations journey?
Creating and executing your own public relations strategy can be time-consuming. Writing press releases, sending them to media, calling and following up on story ideas takes many hours. But, if you are determined to do it in-house and you are starting from scratch, here are a few outlets to add to your PR list aside from the traditional radio and TV:
**Before you get started, create a spreadsheet for your list. You can segment by media outlets like radio, social media or television. If you are keeping one master spreadsheet, make sure to have a column that identifies the media type. It will come in handy if you want to do a data sort by type of media or by geographical area.
These can be pricey for a yearly subscription but if you can find it online or pick up a printed version, it will list the editors, what areas or topics they cover and provide contact information. Think outside the box on what type of publications you should list. For example, if you own a pizza parlor, there are several trade publications for pizza restaurants but that type of restaurant could also fall under “quick service” which also has its own trade publication.
This is another publication that can be costly but you can probably find a website that lists all of the editors you need. If you are just starting your public relations activities and your business in one geographical area, approach local business publications like your city’s Business Journal or the business section of the local paper.
Write a press release about your book and submit it yourself to this powerful platform for SEO. They often have a coupon for first-time submissions. Search PR web coupons. Use all of the features available in the press release and add images, links, and quotes to your release.
Bloggers and Vloggers
Never underestimate the power of the internet and what platforms it can provide for PR. Bloggers and vloggers are influential in many areas. Find the ones that would be most in line with your client or customer base, could be interested in your idea and who have a loyal following. Sometimes it’s not just about the number of followers but how well the blogger or vlogger can get their audience to engage and react to their content. Check out this additional information.
Find the podcasts that cover or talk about your industry, that talk about your desired market or are subscribed to by the type of clients or customers you want. You could even start your own podcast as a public relations tool.
Traditional Media: Radio and Television
National coverage from traditional media like television and radio is best left to a professional agency since those outlets are difficult to engage and likely would want story ideas that are more regional or national. However, the Internet-based and digital media forms are more accessible. Here is a resource.
Note that media personnel change often as people move on to different positions and different markets. Update your list once a year by calling or looking up each contact and confirming their title and responsibilities.
Kristen White, creator of Business Beyond Your Book™: Build a 6+ Figure Business Transforming Lives, guides authors to create highly visible, customized, successful online businesses based on the content in their books. As an award-winning business coach, a bestselling author, media personality, filmmaker and host of Mandala available on Amazon Prime Kristen White has guided many on this path to living the Laptop Lifestyle as an author. Download a copy of her Free Gift, 22 Proven Paths to Make 6+ Figures in 2018 as a Highly Visible Author and Thought Leader. Unlock the insider secrets of other successful millionaire entrepreneurial authors and design your business plan for this year today!