Tag Archives: ROI

Common PR Myths

 

Myth

As a small business you want to promote your company in the easiest and most cost- effective manner possible. While we can’t all foot the bill for a PR firm be weary of these common PR myths.

1.Any press is good press

This age old saying only applies if you are celebrity. While Miley Cyrus’s career may be benefiting from bad publicity, your business won’t. Arguably an unknown, small business may see a slight increase in sales after a bout of bad publicity, but this is a losing strategy. You want to focus on putting out the best product and the best content for your business. Good press is good press.

2.All you need is a press release service

It is easy, albeit expensive, to put your press release on a wire service and watch it get coverage, but that doesn’t mean you are necessarily getting the right coverage. Even though you can customize who gets your release through services like PR Newswire of BusinessWire, the best coverage comes from pounding the pavement. Find out who the key influencers are in your industry and pick up the phone or send an email to get coverage for your business.

3.You don’t need social media

It is hard to measure social media ROI, which can deter companies from putting in the time and effort to grow their social media channels. Social media is a great way to gain exposure, increase traffic to your site and improve your website’s search ranking.

4.You don’t need to advertise.

PR is earned media, which means you aren’t directly paying for it. Advertising is still a great way to bring in new customers. Advertising is also a good way to build better relations with editors when it comes time to implement your PR strategy.

5.Good products don’t need PR

Just because a product is good doesn’t mean you should publicize it. PR can help expand the reach our your product whether it be in a niche market or a preexisting one. If you truly have a good product, the more people know about it, the more they will buy it.

It is also important to note that the cost of a publication plan designed and implemented by professionals often pays for itself. Choose an agency that will become a real partner, get to know you business and help you reach new targeted audiences.

PR Pitching 101

As a PR pro you want to find influencers, pitch stories and gain coverage for your client.

How Do I Find Influencers?

The best way to find influencers is to ask yourself what your end goal is. Are you interested in making a new connection? Are you pitching a story? Do you have a new client or are you expanding into a new industry where you don’t have any contacts? These questions should help guide you when looking for new influencers.

Take the Time to Know Your Influencers

Once you have narrowed down your search it’s time to learn a little bit more about your influencers. See what they have recently written. Start following them on Twitter or connect with them on LinkedIn. This helps them remember you when it comes time to pitch. Also, editors and reporters might tweet personal things like, “At my kid’s soccer game,” or “enjoying my vacation.” This is a good way to know that they probably aren’t going to have time to read or respond to your pitches. Interacting with an influencer on Twitter also helps when trying to achieve the elusive Twitter pitch. A Cision research survey of reporters and editors shows that, “Twitter pitches go smoothly when you have already engaged with the editor or reporter on Twitter.”

Pitching

After you have done your homework it’s time to pitch. When pitching, whether it’s be email, phone or social media try to be as helpful as possible. Offer to schedule any additional interviews with a client/expert, be able to answer any questions he or she may have or even offer to write or package content for them. You want to make it as easy as possible when pitching your influencer. Also, as a  rule of thumb, never send attachments. Send everything in the body of an email. Editors and journalists do not have time to open your attachments and large attachment files may slow down their email.

Organizing your coverage

Once you have pitched your influencer and they have agreed to place your coverage make sure you ask them when you can expect it to appear. Do this for every piece of content you place regardless of how big or small the coverage is. Gather the coverage and organize it neatly and concisely in a coverage report. This shows you client ROI.