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As a small business owner, you already know that your operation can reap big benefits from earned editorial media coverage. The trouble is, PR pros aren’t cheap. I know, I own a PR agency.The good news is you can do your own PR.If you choose go the DIY route there are a few things to keep in mind; things good PR pros know, do every day, and charge (lots) for. Here are 4 things PR pros don’t want  small businesses to know:

1) Good PR begins with listening.
Many small business owners think PR consists solely of sending press releases and pitching journalists. These are tactics – sometimes worthwhile ones – but no PR program should ever begin without a listening strategy. You need to know which media talk about your industry, their biases and the trends they care about. Absent this knowledge your liable to pitch the wrong people, or send a pitch to someone about something they don’t cover. The key is listening BEFORE talking, pitching, or blasting out a press release. There are so many free tools on the internet that will allow you to track conversations and monitor keywords related to your company. Make sure you’re using these before soliciting coverage.
2) Avoid pitching media “cold.”Journalists get pitched all the time. Most pitches end up in their trash email folders. If you interact with a journalist pre pitch with an eye to building a relationship you’re much more likely to score coverage. This might be sending  a reporter an email to say  “I’m a source on these subjects if ever you’re looking for one,” or retweeting their content on Twitter. It could mean leaving an insightfull comment on a blogger’s post or sharing a relevant article with them that you think they’d like. The point is HELP YOUR TARGET before ASKING for coverage.
3) Journalists LOVE talking to founders/owners. The media and PR pros have a symbiotic relationship that can get acrimonious at times. PR pros are sometimes viewed by media as gatekeepers. For that reason, hearing directly from a founder or business owner is refreshing for many members of the fourth estate.
4) Personalization and brevity are the order of the day when pitching. Because of the volume of pitches journalists and bloggers receive, you need to get to the point quick. Don’t take more than two or three sentences to explain why something is newsworthy. Pitches need to be short and directly relevant the media you’re targeting. Reference your target’s previous work in the first sentence of your email, tell them what you have for them in the second sentence and why it’s worthy of attention in the third. No epic novels!
You can do your own PR and score real coverage for your business without the fees PR pros charge. Listen before talking, interact and help before pitching, and then reach out to media in a quick and personalized way. Your business will thank you!

Join the discussion 2 Comments

  • Natasha says:

    Hello Jackson, Thank you for sharing this. I am relatively new to PR and recently been considering doing PR for community-based businesses. You have been most insightful. I still have so much to learn, but looking forward to it.

  • Good luck with the biz, Natasha. Glad you stopped by.

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