Public Relations Strategies: Announcing News on a Press Tour
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Public Relations Strategies: Announcing News on a Press Tour By Richard Cunningham Public Relations Strategies: Announcing News on a Press Tour by: Richard Cunningham Gaining news coverage on a successful press tour requires planning, preparation, and follow up. Under the right circumstances, physically traveling to the media on a press tour is a great way to contact multiple media outlets. Press tours work especially well when having something physical to show a writer - a new, easily demonstrated product, for example. If the writer can interact with the product, if the product performs as promised, and if the product has not been extensively covered in the media, the chances of gaining coverage are high. In the audio book, "Sound Advice on Public Relations," author Susan Misukanis says getting press meetings in the first place is the challenge. "Making contact with writers and editors to schedule a face−to−face meeting can be more challenging than getting them to run your press release." When you make direct contact with them, be prepared with a crisp message. "You'll want to present a very concise pitch that outlines who you are, what you want to show them, and why seeing your new product is better than reading about it," says Misukanis. Once you get the meeting, prepare for it as you would an interview. "Know what types of details the writer is looking for and share that information throughout your demonstration," says Misukanis. "Develop a one−sheet leave behind that overviews the problem your product solves, key features of the product, and how this product is different from other products in your space."
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Public Relations Strategies: Announcing News on a Press Tour
Getting maximum print acreage is the goal, so also be sure to leave print and digital photos of a great product shot. After the press tour follow up is important. "Even while you're still on the road, be sure to follow up with any open questions the writer poses during your meeting," says Misukanis. "Also send them a brief note thanking them for their time. Then follow up as appropriate to find out if they need additional information and whether or not they plan to cover your product." Susan Misukanis offers advice on public relations strategies each week in the free audio newsletter from What's Working in Biz, Richard Cunningham is a principal of What's Working in Biz, , a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies. Discover The Top Leader Gambler In The World And The Best Gambling Strategies & Secrets Ever Revealed To The Public.
Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis By Richard Cunningham Prior to launching a new public relations campaign, evaluate the media coverage you've gained and dig deep into the coverage your competition has received. One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage. Taking the time to document and analyze press announcements, bylines, sourcing, thought−leadership, and overall media relations helps to focus and streamline PR campaign tactics. In the audio book, "Sound Advice on Public Relations," author Susan Misukanis says it is important to "identify who, in your marketplace, is winning in terms of positive press coverage." Evaluate who distributes the most press releases, and whether they are actually picked up by the media. "Know who is continuously being quoted as an expert source within stories," says Misukanis. "Quantify how many articles are being contributed, or bylined, by your competitors." From this, you begin to identify whether the companies being bylined are considered thought−leaders. Finally, obtain media kits from the publications in your market space, and study their circulation and reader profiles. "You can understand with whom your competition is building mindshare - which constituents' categories your competition is reaching," says Misukanis. Weighing these findings, you'll be surprised how focused your PR campaign will become, and how
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Public Relations Strategies: Announcing News on a Press Tour
clearly you can position your company's public relations vis−à−vis the competition. Susan Misukanis offers advice on public relations strategies each week in the free audio newsletter from What's Working in Biz, Richard Cunningham is a principal of What's Working in Biz, , a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies. Learn to Find & Create Valuable Info Products, using sources from the Public Domain. Affiliates now earn 65%
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Public Relations Strategies: Announcing News on a Press Tour
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