Top 10 publicity hacks to get your business in the media

There’s nothing I love more than sharing a little nugget of knowledge around publicity. To help you gain exposure in the media for your business, here are my favourite 10 tips…

1. Get in the media your ideal client consumes

The big names are great to have in your ‘as seen in’ image. There’s no denying it. It boost credibility and gives you, what I like to call, ‘cool points’. BUT it’s also a good idea to be featured in media outlets you know will get you right in front of your ideal clients.

2. Find the decision maker

Type in the job title and media outlet into Twitter or LinkedIn to find your exact contact name. This is the person who you need to pitch your idea to so you know it gets seen by the right eyes. Try writing ‘Editor’ or ‘Fashion Editor’ and then the magazine name. Boom.

3. Befriend Hunter

This is a great tip for anyone looking to find the email address of a specific person. Add a URL into the website Hunter.io and it will bring up every single email address they have. It can even guess someone’s email as it knows the format they use. For instance, firstname.lastname@company.com.

4. Pitch a story idea not a topic

A general topic is much too vague for the media to decide if they want you or not. If you want to write an article for a magazine, pitch an actual article title. Sharing your work history doesn’t help the magazine know where to put you or know what you could write about.

5. Check the media pack

Be strategic with your time and spend time pitching yourself to media outlets with an audience. Magazines and other media often have a ‘media pack’, ‘media kit’ or the like, featured on their website. This is created for advertisers to see who and how big their reach is so will give you a great idea if they are the right place to feature your company in.

6. Say no to advertorials

Advertorials are paid-for media. They are often something smaller businesses or those new to PR get collared into because they don’t realise how else to appear in the media. If you know your ideal client is absolutely going to see you and you will leverage the opportunity to the max then it may be worth it. Chances are there are other ways to gain exposure.

7. Find your PR sweet spot

Once you have defined what media your ideal client is consuming, now think about which PR activities you want to try and where the sweet spot between them lies. If you are a great writer and know your dream client reads certain magazines, then you know it is worth focusing on that as a strategy.

8. Be media-ready

Once you start putting yourself out there people will Google you or land on your social media profiles or website. Make sure everything is up-to-date, page 1 of Google reflects your current business, and that you are ready to be found.

9. Have an opinion

If you agree with all your industry says or do everything perfectly it doesn’t make a great story. If you have an opinion, voice it. Just keep your published opinions on brand and in line with your business values. People love to see a negative turned into something amazing so if you overcame a failure that’s something your audience can (and will) resonate with.

10. Have a plan (however simple!)

Having a communications plan helps keep you and your team on track with your marketing, channels you are engaging on and the messaging you share. You’ll be able to plan for publicity and content for your business events, awareness days etc. I cannot recommend having a comms plan enough, however simple it may look.

If you would like to see your business in the media, I now host Brand Reputation and Communications Workshops at your office.

Interview: Editor reveals how to feature in magazines

I was reading recently in The Guardian newspaper that pitching your story ideas to the media is super tough. There are general rules that people need to follow and having run a PR company, I know only too well the challenges pitching brings.

The editor of Business News Daily receives tens of email pitches into her inbox every single day. She admits 95% are rejected or ignored. I’m positive she is not alone. The website Medium says there is a massive difference between pitching a ‘story’ and pitching a ‘topic’. They also suggest businesses looking for exposure should understand which one needs to be used in the pitching scenario.

I’ve spent years writing and tweaking email and telephone pitches for both clients and myself. From getting the idea right to finding the right person, it can be tricky to get that ‘Yes!’ from journalists.

My guest today, Emma Burford, is an online magazine editor and has some fascinating insight into becoming pitch perfect. This is a video taken from the recording of my Business Innovators Radio Network show.

Enjoy!

Want to get editors to say 'Yes!' from your email pitch?

Get media eyes on your business and discover the art of pitching to editors and journalists.
60 minute media coaching call. £99.

The real ROI of PR

PR is the ultimate WOM but can you have a tangible outcome or ROI from it?

I say YES and here’s why…

Most marketers and businesses devote their entire budget to advertising. With advertising, leads and conversions are metrics you can evaluate thus you can see a return on your investment when it comes to advertising. Website views, click-through-rates and sales made are all figures you take to your boss, share with stakeholders and your team in your review meetings.

Metrics from a single advert or advertising campaign are tangible. You can see the ROI and tweak your next campaign according to how well the ads converted.

When we consider using PR the ROI is less tangible.

I get asked often by people enquiring into my services that are new to PR, what return on monetary investment they will see. Whilst I always guarantee clients will get media coverage or campaign success, I, and anyone else in PR, cannot give an exact figure as to the financial success a client will see.

One of the best measurements of success I saw was a client waking up to an email inbox full of sales, a growing Paypal account and a queue outside their retail outlet. All after just one radio interview and one magazine article had been published. The company had a loyal and super online following that we had been nurturing a while through incredible content so as soon as they started appearing in the media their boosted credibility turned followers into customers instantly.

Now in my opinion, THAT is value and return on investment.

While it’s tricky to show an exact monetary value of what PR will do for your business, it’s safe to say that if you nail your message, get it in the correct channels and in front of the right people PR will grow your business.

Do you want your business to be famous?

In-house and virtual PR Workshop spots now open.
Email me below for availability or to book your date.

Media Coverage Masterclass

Media Coverage Masterclass with Kerri L Watt

Get media coverage, on the radar of journalists and find your newsworthy story

In this masterclass you will discover how to;

  • get your business media-ready
  • write an email pitch to the media and land free exposure for your business
  • find your newsworthy story
  • ways to get into the media without buying any ad space
  • get media coverage within days

All this plus bonus resources for just £29.

How to build a high-end brand using PR

I truly believe in the power of PR and how it can make you and your business into something beyond anything you ever dreamed. PR has been proved to be 90% more effective than advertising and it’s the easiest way for a business of any size to get right in front of their ideal clients.

PR goes hand in hand with your branding. Each piece of media coverage should be on brand and have an objective. Your objective for getting exposure could be getting in front of potential customers, past customers, investors, new recruits, stakeholders… anyone involved in your business.

When you have, or want to create, a high-end brand, PR is paramount to that process. 

I was recently invited to speak in the High-End Brand Builders Facebook group, hosted by branding expert Sarah Shuttle, and I’m excited to share this exclusive interview with you.

When you have, or want to create, a high-end brand, PR is paramount to that process. Click To Tweet

In this call you will discover…
  • Ideas to land your product or service media coverage
  • How to get right in front of people sat waiting to buy from you
  • Ways to figure out what media your audience is consuming
  • Why you don’t need to pay to advertise your business to get more clients
  • How to negotiate a magazine feature when you buy an advert

How to establish yourself as a go-to leader in your field (part 2)

It’s time to be known for what you know!

First of all, if you missed part 1 of this series then you can check it out here.

In this two-part series, I’m showing you how to become known as an authority and go-to leader in your industry. There are 7 steps you need to take to establish yourself as a go-to leader and none include advertising.

Let’s dive into the rest of the steps and you will see just how simple becoming the go-to leader in your niche can be…

5. Create authority content

Keeping your expert topics and ideal clients in mind, brainstorm topics that you know your audience would enjoy. Create content your audience wants, not just what you want to create.

Walk your audience through your signature process and show them how to get a quick win in a free opt-in guide, video series or cheat sheet.

Choose a schedule and commit to being consistent. If your blog doesn’t get many eyes on the first two weeks, keep going, don’t be disheartened. Consistency is key for search engines to put you on their radar as well as providing value to your audience.

Content comes in all forms nowadays so consider what format you enjoy creating and also what your audience consumes. If you’re great on camera and you know your audience watches videos then make a video.

  • Put the videos on social media
  • Embed them into a blog post with the audio transcribed into the blog
  • Pull out turn the audio into a podcast
  • Add the video to YouTube
  • Pull out quotes from the video and turn into fun social media images
  • Send the video or blog post with video out to your mailing list for your next newsletter

As you can see, video is a great place to start and the opportunities to repurpose the same piece of content is huge. Never think people won’t buy from you because you give away advice, they will!

6. Guest star

In addition to creating your own content, to position yourself as an expert you need other influencers to validate your expertise. Writing guest blog posts. providing a comment for an article or being interviews on podcasts enables you to reach a whole new, and engaged, audience.

Influencers have big and engaged audiences, tap into them! Click To Tweet

Look back at your notes on what your ideal client is reading, watching and listening to and start pitching yourself to their favourite podcasts, magazines and websites.

Another great way is to offer guest expert session on someone else’s platform. Influencers have big audiences so think about who’s audience is relevant to your business and pitch yourself to collaborate in a way they can’t resist.

Influencers have big and engaged audiences, tap into them!

7. Be seen to sell 

Believe in your products and believe in your expertise. Know that it’s ok to be paid for your knowledge, even if it comes easy to you and you love your job. Being known for free content, free challenges, free mini-courses isn’t great when you need to be monetising your business.

It’s ok to sell and it’s ok to make money. If what you do feels so easy you’re unsure why anyone would pay you, chances are you’re just darn good at what you do. Our knowledge is our expertise and if it comes naturally to us we often don’t feel like we should charge for it if our solutions seem so simple.

“Create multiple ways people can access (and buy!) your knowledge”
Rather than charge for your time or service, focus on the transformation you give your clients. Think about what your product or service does for your ideal clients and how it transforms their lives, personally or professionally.
As an expert or authority, you need to be seen to sell. Yes, free content is a big part of authority status and helping educate your following but it has to be known that to gain more from you they need to open their wallets. Giving away free content for years and then asking for money can be tricky so have some paid content, an e-course or e-book) available.
Create multiple ways people can access you
  • Through live events
  • Buying your books
  • Joining your online program
  • Working with you 1:1
Becoming the go-to leader

I’ve given you loads of ideas, and the main 7 steps, you can take to establish yourself as an authority and become a go-to leader in your industry. You now have all the tools, now it’s time to take action and implement the advice.

 

To help you, get your copy of the 7-step process here…