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Let's say you have a uniquely innovative
product/business/invention/venture on your hands...one that's generated some
nice media exposure/publicity (whether it was the product of your hard work or
generated by a hired PR specialist or agency). Other than using the mounds of
tear sheets as wallpaper and those stacks of videotapes as door stops -- USE
YOUR NEWS.
I always tell my PR clients that we want a publicity campaign to be a "controlled burn, not a flash fire." One way to keep those PR embers glowing even after the flashes of placements have been generated is to use those tear sheets and tapes to figuratively "fan the flames." USE YOUR NEWS as part of your business presentation to your market. For instance, if I am seeking venture capital for my new product/invention, I look alot more attractive to the prospective investor if I can show them previous/current media exposure. Sure, your PR campaign generated a great 1/3 page editorial placement last month in Entrepreneur Magazine. However, was this prospective investor/customer one of the magazine's 525,000 subscribers? Did he/she even see or hear about the article? Make sure he/she does! USE YOUR NEWS by Packaging your PR! That Entrepreneur Magazine tear sheet atop a Chicago Tribune Business Page tear sheet along with the videotaped segments of you/your product on TV newscasts and audio-taped clips of morning-drive radio shows probably looks pretty good to that investor. Just think of the publicity and subsequent consumer interest you could generate with some strong financial backing! Your PR campaign has helped prove to the investor the viability of the product/venture in the micro-media-market, imagine the exponential interest both of you could generate on the next level in the macro-media-market. Positive media placement is a solid validation as to the potential marketability of your venture, especially if those placements were generated in media outlets trade-specific to your market/industry. Be advised...publicity/PR can't market FOR you; it certainly can and should market WITH you. When it comes to the publicity/marketing of your venture, the old adage "no news is good news" couldn't be more wrong. So, if your PR campaign has been effective enough to generate news, turn that into NEWS YOU CAN USE!
Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and ventures. http://www.spreadthenewspr.com
(785) 842-8909 |
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