This week’s “Ask the Mompreneur” features an interview with Christina Daves, a serial entrepreneur and the creator of the website www.PRforAnyone.com. While handling her own publicity for her invention CastMedic, she appeared in over 50 media outlets in just one year.
Ask the Mompreneur:
It seems that with certain companies, after I see them mentioned once, they are suddenly everywhere. What’s the trick for turning one piece of PR into more coverage?
Very few small businesses have the budget to hire a publicist, so garnering a piece of positive publicity can require an entrepreneur to invest some of her own time and effort. The good news is that once you get some media exposure, you can build on that to create even more momentum for your brand.
Hopefully you’re sharing it on social media and e-mailing it to your clients, customers, and prospects. If you stop there though, you’re missing the boat on an easy way to get even more publicity.
When you or your business is featured in the media, it is important to use that as a building block for additional publicity. Remember that media exposure is basically a third party endorsement. Someone not involved in your business talked about you and that gives you major credibility. What you want to do is take that and share it with other media outlets so they will want to cover you as well.
Here are some examples of ways to maximize a media appearance:
1. Are you, your product, book, or company going to be on national television? If you have time before it airs, or immediately afterwards, contact your local affiliate of that station and tell them a local business was just featured on “XYZ” national program that airs on their network. This should be done via e-mail with a timely follow up phone call. The local station will most likely have you on to share your story and include the clip of the show you were on.
2. Have you already appeared on a television program but since you aired, something really exciting happened? Let them know. If a guest they featured has success, it makes them look good as well. A celebrity wore my product and was photographed in it, so I went back to a national daytime show on which I had appeared and shared my news. They ran an update on my company and me, which was basically a four-minute infomercial on national television. That additional exposure was priceless.
3. Were you featured in a prominent magazine or newspaper? Use that publicity to go to a trade publication in your industry and share the story. That might help nudge them to write about you as well. People often forget how valuable coverage in a trade publication can be. This is usually your most targeted market in terms of new customers or clients. PR in this medium should get you quite a bit of bang for your buck.
4. Show a trend. Were you featured in a trade magazine, local or regional publication? Can you find other stories with similar companies or products? Put these articles together as support and submit to a national publication showing a trend in your industry and how you can speak to the trend.
5. Once you’ve gotten some coverage, create a media reel that you can share with other media outlets. This will help establish you as an expert in your field.
Finally, don’t forget to add an “In the Press” section on your website for potential clients, customers, and any media who visit to see all of your exposure. More do-it-yourself PR tips are available in my new book, PR for Anyone™, available online and in bookstores.
Jennie Wong, Ph.D. is a business coach and the founder of www.CartCentric.com, a friendsourcing tool for online shopping.