Getting your product or service the attention it deserves can be difficult. You’ve got a lot of competition out there…but with a well-executed PR strategy, anything is possible. Find out more in today’s newest tactic for your 100-Day Digital Growth Plan. It’s Growth Tactic #16, PR Strategies—Target then Pitch. We’re offering our best tips and insights to keep you learning and growing well into 2017!
Overview: PR Strategy–Target then Pitch
You’ve got an amazing product or service. Your website is up and running. Your ducks are in a row. Now, it’s time to push your ducklings to the front of your industry’s row where they’ll be noticed. Securing press for your business is a necessary part of growing your brand, but it’s easier said than done. Depending on your industry (and how niche it is), you could be fighting for the spotlight against dozens, hundreds or even thousands of other brands. And in the scheme of it all, you’re up against millions of other people and ideas. The industry leaders, news outlets and influencers you’re after…well, guess what? Everyone else is after them, too. One thing they don’t have is your secret PR strategy: this tactic and the steps below. Get ready to swim to the front of the line!
STEP ONE: Do your research. You want to approach journalists and influencers (bloggers, vloggers, social media gurus, etc.) who are interested in products and services similar to yours. Use tools such as Buzzsumo and GroupHigh to track them down (see the Resources and Tools section below). Compile your names and email addresses into one list so that you’re good to go once you’ve completed Step Two.
STEP TWO: Create your pitch. You might be selling your product or service, but what you’re really selling is a story or a feeling. Why does this reporter or blogger NEED to write about your product? What do their readers NEED to know? Be original—try something outside the box and see what happens! But remember to be brief. Their time is precious and you’re still a stranger (so far!).
STEP THREE: Get personal. Do NOT send a bulk email to your list. Make sure to address each contact by name and throw in a note about their work, their website – anything at all that screams “Hey! I did my homework and picked you for a very specific reason.” Make that one contact feel special, important and sought-after. Include your carefully crafted (short) pitch and a friendly sign-off with your contact information. Need a little help managing your contacts and sending out your email? Consider using SharpSpring (you’ll find a link in our Resources and Tools section below).
Resources and Tools
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