We received a letter from one of you that we thought could apply to a lot of different public relations situations… we’ve both certainly been here!
I’m a PR intern for a small business firm, and I don’t have a public relations supervisor, just the owner of the business himself. He wants me to help build his brand, but being a businessman he doesn’t know much about public relations and can’t really guide me. I have pitched him to multiple publications and helped develop a newsletter to maintain a relationship with his clients. I was wondering what else can I do to help build his brand? Any tips would be useful!
At the End of My Rope
Whether you have a PR supervisor or not, every professional comes across a time when they feel like they have exhausted their media list and contacts for a story or pitch angle. The real truth is, there is probably almost a dizzying number of writers you can go to for coverage on your topic, but they might be a little less obvious than you thought. Here are a few tips to expand your outreach and secure some much needed media placements for your client.
First, do your due diligence – Imagine where you can see your story or topic placed. Try to think beyond the obvious. For example, every major beauty magazine is going to hear from every dermatologist in the greater United States, so think about other locations you may be a fit. Medical blogs? Men’s news sites? Parenting publications?
Go beyond the media list – Cision is one of our best tools as PR people, but sometimes it is limited with contacts. Some of my best stories have come from calling the publication directly and asking who the best person would be for my topic. I find people I never knew existed! Another source are your PR girl and guy friends. We’re willing to share resources (so long as it’s not combating news), so tap into your colleagues and peers
Pitch FOR the publication and the writer – Generic pitches are great for a heads-up, but more often than not they do not make the story. Tailor each pitch to the outlet and the editor. Be sure you’re being relevant. You’re supposed to be doing the writer a service, not clogging their inbox with nonsense
How do you extend your media rope?