Get Noticed, Get Paid!
Are you a best-kept secret? It’s time for you and your business to stop sliding under the radar. You can start getting massive growth for your database and your social media. It’s time for you to get noticed and get paid!
You need to establish a public relations (PR) plan. I know it sounds scary, but you can do it all by yourself. That’s how I started. You don’t need to hire a PR agency. Here are some of my top strategies for how I got noticed in trade magazines and larger publications. You can do all of these without hiring anyone!
First, Treat Your PR Strategy Like A Newsroom
First, you need to outline content for an entire year. That sounds intimidating, but you need to do it so you can start seeing results. Keep in mind that PR doesn’t just happen. Maybe you’ve heard of someone who created a product or service and the media suddenly came knocking with interest. That might have happened to somebody once, but it’s extremely rare. Don’t have that as an expectation because it’s not realistic.
You should never expect reporters to come and find you because the reality is they’re very busy. They are constantly having to meet deadlines and gather information for their stories. It’s your job to reach out to them so they can find your story in a timely manner.
Make sure your story is relevant to the reporter’s target audience. Don’t focus your time and energy trying to convince a reporter to publish a story about a topic that won’t appeal to their audience. Treating your PR strategy like a newsroom will make the reporter’s job so much easier!
Then, Build A Calendar
Next, you should create an editorial calendar filled with twelve topics you want to talk about in the next year—one for every month. Some of these topics can be relevant to a particular time of year. For instance, maybe in January you can write something about starting the New Year off on the right foot. In April, you might want to write something about taxes. Maybe in June you’re moving into a new office. Write about that.
You should also come up with ideas for evergreen stories. These are stories that aren’t timely and can fill the empty months. Your editorial calendar should serve as your guide for blog posts and press pitches you want to write throughout the year.
If you need help creating content, do a little research. Every month represents at least one thing—there’s a national potato month and even national frog month! If you can find some creative way to make these relate to your business, write about them. As you’re coming up with content, remember that newsrooms are brutal. If a story isn’t timely, it’s thrown out. If it’s overdone, no one will write about it.
Evaluate Audience Demographics
Evaluate which topics are newsworthy and which one relates to what demographics. What stories would be interesting to the audience and to the press? It’s okay if not all the topics are worthy of a press pitch. Just be upfront about what your pitch is. If it doesn’t get taken, you can always turn it into a blog or a newsletter at a later time.
Think to yourself: is it timely? Does your pitch have a unique perspective? The headline should immediately grab your attention. The content should align with the industry’s and your business’s values. For each topic, you want it to be deemed worthy of media attention.
Dedicate Time to PR
Now you need to put your plan into practice. Remember that you can do it yourself—no need to hire an agency. You should dedicate specific time in your schedule to your PR plan or it will never get done. Try taking one afternoon every week to work on PR. If you find that you don’t have that kind of time, hire someone else. You can work with an agency or even an intern. They’ll be able to achieve your desired result in less time because they are used to working on PR day in and day out.
Find Industry Publications
Create a focus for your niche. Is there a niche industry? What publication—financial or otherwise—might be interested in taking your pitch? Is there a morning show or other TV program that would want to hear more? You need to decide who you’re pitching to and who their audience is. Use this decision to create a targeted, effective pitch.
What trade magazines are available for your industry? Back when I was working in the beauty industry, we only had four trade magazines for the industry. PR was easy for me. Every month, I went to all four trade magazines trying to get published. It’s not as easy anymore because there are so many options.
Create a HARO Account
One simple way to know who might be interested in your pitch is by signing up for a free account through Help a Reporter Out (HARO). Go to helpareporter.com. After you’ve created an account, you’ll start getting emails three times a day, usually with fifty requests each for emails. Divide these into the following categories: business, finance, and lifestyle. Keep your eye out for requests that are relevant to you If you aren’t familiar with the business, check it out to see if it aligns with your business strategy.
When you find those relevant requests, respond quickly with one or two sentences, including a quote or topic and your willingness to follow up if needed. Sometimes journalists will simply copy and paste your quotes into their articles, but other times they will want to follow up.
With my HARO subscriptions, twenty percent of the time I reach out, I get published. Of course, that rate becomes lower when the publications are more well-known, such as Forbes. Set up a Google alert for your name to track your publications. May reporters will let you know if they included you, but some won’t have the time.
I know this all sounds like a lot, but it is possible! Get the word out and get your name known. Most importantly, get paid! I look forward to supporting you and hearing about your publications.
Your Partner in Prosperity,
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I’ll also be answering your questions at the end of the presentation, and can’t wait to talk to you!