PR for Anyone

100+ Affordable Ways to Easily Create Buzz for Your Business

Christina Daves

• Publisher: Morgan James Publishing
• Year: 2014
• Print ISBN: 9781630470333
• eBook ISBN: 9781630470340
• Topic: Business
• Subtopic: Advertising
• Index: Business

The do-it-yourself guide to getting publicity for your business—without a big budget! Christina Daves, founder ofPR for Anyone, knows how to get a business noticed without breaking the bank. In this book, she reveals how she appeared in over fifty media outlets in one year—including The Steve Harvey Show, Dr. Oz, NBC, FOX, CBS, Parenting Magazine, the Washington Pos t and more. And for other entrepreneurs trying to make an impression on potential customers or clients, she also offers expert advice on how to: * Brand your business so your message is consistent
* Get FREE media exposure!
* Share your message with journalists in a timely, effective way
* Find the right people and places to get results
* and much more "Lays out the exact steps you must take to become a media master and secure massive exposure... priceless." —Steve Olsher, New York Times –bestselling author of What's Your WHAT

Becoming Print-worthy

The important thing is somehow to begin.

—Henry Moore

We were sitting in Panera Bread in the midst of our interview when the reporter asked me, “Why haven't you submitted this story before? This is so great!” I looked at her dumbfounded. I live in the Washington D.C. area. I've submitted story ideas to the Washington Post over and over again, but this was the first time a reporter responded. That's when she gave me the scoop on how things really work in the back room of newspapers. I've come to find the same holds true with local television too.

When you send a press release to the general fax number or the general email box of a media outlet, it could be any one of a number of reporters or producers who sees it. You never know who might like the idea and who won't. Just because one person passes on it doesn't mean it won't eventually get covered.

I sent in a story idea for National Inventor's Month in May that happened to catch this reporter's eye. I submitted my product various ways to the Post the year prior, but no one had ever bitten. She had never seen any of my press releases or story ideas before. She happened to notice this one and contacted me for the interview.

It was my persistence that landed a story about my business in the Washington Post. I kept developing new angles and finally found the right connection.

In this section I'll share other tips to help you increase your chances of being covered in a newspaper or magazine.

Tip ^#50

Are You the One?

Is there a particular magazine in which you see yourself or your product? Make sure you know who reads the magazine and that your topic or story resonates with them and also fits the style of the magazine.

This research can easily be done on Google by searching the publication name and the word “demographics.” If you see a fit, either buy a copy of it or visit your local library and read the entire magazine.

Read the magazine as if you had written it, versus reading it for pleasure.

Try to gain the perspective of the magazine and what they are trying to portray to their readers.

Ask yourself:

• What content or topics area featured in the magazine?
• To whom are they writing?
• What is the feel of the magazine?
• Do you easily visualize your product, story, or business in that publication?
• Is there a particular segment in which your story fits?

If you can answer these questions and they pertain to you or your business, then it's time to formulate your story idea.

The same holds true for a newspaper, but it's really about what section you fit? Metro or Local? Lifestyle? Travel? Business?

Now that you've decided on the publication and the section, it's time to write a great story idea.

Tip ^#51

Make It Epic!

Do not go where the path may lead, go instead where there is no path and leave a trail.

—Ralph Waldo Emerson

The key to PR is having a great story to tell. Nobody likes a boring story. Make your story exciting or interesting. Share something you would want to know about.

A popular method of submitting to a magazine or newspaper is to provide a list of ideas or tips.

For example:

An interior designer might submit: 5 Tips for Decorating a Dorm Room for Under $50

A realtor might submit: The Top 3 “Bang-for-your-Buck” Upgrades to Sell Your House

A relationship expert might submit: 7 Ways to “X” Your Ex!

Take your expertise and turn it into a list with a really great headline and hook.

Another popular story idea is one that is alarming. For example, a story idea I submitted with great success was “WARNING: Kids Might Want to Break Their Foot to Wear This.”

Can you cause controversy with your topic? This concept is another great way to get coverage. My friend, Bryan Toder, The No Fear Guy, www.thenofearzone.com, gets quite a bit of exposure with his story idea of: Nicotine is not an addiction and I can prove it by asking you one simple question. You're hooked, right? You want to know what the question is.

What's your story? Do you have something compelling you can share? Why did you start your business? What's the human element you can share about your story that would engage readers?

I know a fellow entrepreneur, Connie Griffith, who manufactures and distributes delicious sauces and mixes.

Recently, I learned her story.

Connie's husband, Ron, was the family chef. He was known among their friends and family for creating amazing sauces and was being encouraged by everyone to market his products. Sadly, he was stricken with ALS. He knew he had limited time, so he taught Connie all of his recipes and how to make the sauces. After he passed, she created a company in his honor to bring his dream alive and now runs a successful business, Gator Ron's Zesty Sauces and Mixes, named in his honor (and his alma matter, University of Florida), www.gatorrons.com. A portion of all sales’ proceeds go to the Robert Packard Center for ALS Research at Johns Hopkins.

That is Connie's story, one that is much more appealing to the audience than just a company that makes sauces.

As for formatting your story idea, make it concise, on target, and easy to read, with a visual if possible. If there are statistics to back your story, use them. Always make sure you show the editor why he or she should cover this story. Show them how it benefits their audience.

EXPERT TIP

Be radically helpful to your editor! Put yourself in her shoes. Think the way she thinks. What problem does she have that you could solve? What do her readers want and need? Put a ton of value in that first contact, and you'll be really well positioned for that coveted call back.

—Gay Edelman, Former Senior Editor, Family Circle Magazine, Writer, Editor, Writing Coach, www.coachgay.com.

Tip ^#52

What's Newsworthy When?

In general, the calendar year is broken down into certain topics the media covers. Try to gear your story ideas to these seasonable trends.

The first quarter of the calendar year is geared towards New Year's resolutions. Many stories and articles are about weight loss and fitness and how to reach those goals as well as getting organized in the new year.

The second quarter is geared towards summer: travel, fashion, and summer fun.

The third quarter is a very slow news time and many reporters are very accessible. This time of year is great to present a new product or service. Also, if you have anything pertinent for Back-To-School, submit it at this time.

The end of the year is the biggest news time with everyone reflecting back on the year, so it's very difficult to get coverage this time of year. Can you do a Top 10 list of the year based on your expertise?

Tip ^#53

Timely Trends

Think about things that happen throughout the year to which you might be able to tie a story:

• Super Bowl Sunday
• Valentine's Day
• St. Patrick's Day
• Tax Day
• Mother's or Father's Day
• Independence Day
• The World Series

It's important to be creative and think outside of the box.

Tip ^#54

Be Non-Traditional

I want all my senses engaged. Let me absorb the world's variety and uniqueness.

—Maya Angelou

There is something known as the non-traditional calendar. This calendar lists unique holidays that have been established over time and can hopefully help spark creative ideas for submitting story ideas.

Use this calendar to help you think outside of the box and come up with unique story ideas to increase your chances of being covered in the media.

Some listed unique holidays include:

• Chicken Soup for the Soul Day
• National Simplify Your Life Week
• National Cell Phone Courtesy Month
• Business Women's Day
• Customer Service Week
• Safe Toy and Gift Month

Come up with some creative ways to tell your story, in a non-traditional way, for a better chance of gaining coverage in the media.

MY FAVORITE TIP

I submitted a story on Healthy Foot Month in April and appeared on the local FOX news in Washington, D.C. Additionally, a submission for National Inventor's Month in May led to a story in the Washington Post. I recently saw a bakery that submitted an idea for a segment for National Bacon Day. There were several bacon products including their cupcakes with ba...

Table of contents

• Cover Page
• Title Page
• Copyright Page
• Dedication Page
• Table of Contents
• Foreword
• A.K.A. What do I know?
• You have to Start Somewhere
• Shout it from the Rooftops
• Your Message in a Bottle
• We want You!
• Becoming Print-worthy
• The Crown Jewel of Media
• Working in your PJ's
• Content is King
• Social what?
• Etc.
• A Fond Farewell
• About the Author
• Resources