Be Your Own Publicist
In today's economy, nothing is as important as sales. And for solopreneur product companies, this is doubly true.
Generating sales in the most cost-effective way possible is imperative. The best way is to create buzz through PR or press coverage, which adds credibility to your story. Compared to advertising, the value of successful PR can be profound. It is especially cost-effective if you do it yourself. As an inventor, you have a special advantage because the public loves stories about new inventors, their brilliant ideas and how they created something from nothing.
Hiring a professional to generate your PR for you can be well worth the cost, but it's not essential. Here are some basics anyone can use to land press. One thing I've found to mean the difference between a successful PR campaign and one that flops is "the hook."
The first challenge is to try thinking like a reporter, magazine editor or--in the case of television--a producer. Who is their specific audience? Do they target the business press? Women? Seniors? Youth? Is their format serious or lighthearted? Do they present hard news or an entertaining morning show? The answers to these questions will provide what you need to develop "the hook."
As an inventor, you have a built-in story about being the next Thomas Edison that's ideal for many publications. When this fits, go for it. But this isn't the only--or necessarily the best way--to position your story with a reporter. In order to expand your success across a wider range of media, you need to come up with unique, compelling hooks where appropriate.
If your business is ready for a great publicity push in the new year, we have an amazing PR opportunity available for you through our partnership with Pitch Public Relations. If you’re interested, please fill out the inquiry form or contact Ann Noder at Ann@PitchPublicRelations.com or 480-263-1557.
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Tamara, great article on how to handle your own PR! I've written a book to help small companies with that very issue. It's "30 Things You Should Know About Media Relations." It's for small businesses, non-profits and community groups that need media relations help but cannot afford to hire a professional.
Hey!
I can tell you that although PR companies can be great if you can commit to them long term to get your product or story out there, the best way for people to get noticed is by doing what we are doing right here - posting in forums, writing a blog, and being active on social media sites like FaceBook, Linked In, and Twitter. I can personally say that without such a medium to share thoughts and ideas with millions of others my business would not be what it is today! Cost is free...just your time invested but yes having a great PR firm is certainly beneficial as they have the connections with the media and know how to pitch your story for maximum exposure....Jim