Build a Press Kit:
It is crucial to highlight how your brand relates to social issues. This helps to connect the dots in your audience’s mind as to why you matter and how you can help solve a problem for them.
Determine what is going on with your brand or at your company that is worth talking about. What makes you awesome? Write a quick press release about that topic like it’s the best thing since sliced bread.
Read lots of articles that your brand can relate to in some way. Read some that are no brainers, some that may be a stretch as to how they relate, and some that you may provide a unique perspective on.
Just as you would do when you are editing a resume to a job description, take what you have written about your brand and edit the words to make it relate to the articles you just read about. The goal is to keep what makes you awesome, add in what makes it relevant (what the articles were about), and eliminate the fluff so it packs a punch.
Networking:
Use networking tools such as Muck Rack, Meltwater, or LinkedIn to send your new press materials to people who work at the various news outlets and trade publications you have just read about.
If you do not yet have a connection with a particular publication you typically want to send your article to as many people as it is relevant for, but typically those who are at the account executive, senior account executive, or equivalent levels.
When you are reaching out, remember that 'those that ask for something of value get advice and those that ask for advice get something of value.' This is very important to remember when building any and all types of relationships.
Get articles published:
Keep records of what outlets you reach out to when networking and anyone who responds. This will become a media list for you to use again at future dates.
Keep records of your published articles and who published them. This will greatly help you in the future as you look back on what articles you sent out and which ones were published (as well as any changes that may have been made to the article). This will make it easier to send companies exactly what they are looking for with less back and forth.
Stay in touch with those on your media list. Do not reach out if you have nothing to say, but do reach out from time to time. Remember, you are helping them as well by providing them with a story and or article. Don't let them forget you nor that you care enough to ask about them beyond your business relationship. If you have established a connection with some longevity, sometimes offering to meet them for a cup of coffee and a chance to chat can be appropriate.
Remember: When building a network (especially with publications), a no is NOT a no. It is just a no for now. Unless you are told otherwise, try again at a later date with refined and updated materials.
Always remember to send a thank you and followup as appropriate.
Summary:
Getting noticed online may seem very complicated at first, but it gets easier quickly. Once you get started and begin trying some of the tips provided in Pt1 & Pt2 above, you will quickly realize that the work pattern is largely the same and only the medium and the format changes. For example, branding helps improve your write press releases, press releases provide content for social media, social media helps with networking, etc.
Most of all, enjoy the process. Get excited!! Take care.
Matthew P. Dunnam
コメント