Increase Your Media Coverage with these Two Basic PR Tips

In 2009, we saw a lot of “innovative”, cost-cutting PR strategies — however, many companies may have cut corners to the point of potentially compromising the basics of a sound program. As stated by Naylor Gray, Frost and Sullivan Director of Global Marketing, in a recent Businessweek article, ”with recovery expected to take hold in 2010, marketing teams need to review their basic blocking and tackling to ensure that the fundamentals of their programs are on strong footing.”

Getting “back to the basics” of proven PR tactics can help provide a consistent stream of media coverage resulting in increased industry credibility and more interest from potential customers.

A real opportunity exists for companies that can consistently position their company in front of key issues and trends that truly concern the media. In doing so, companies become an invaluable resource to the media.

Here we’ll discuss two basic but proven PR tactics that can be utilized to help companies build credibility, trust and interest with key media and bloggers by fostering these relationships based on an industry-centric vs. product centric approach. Future-focused companies that provide meaningful insight and guidance to support buying decisions (vs. just marketing fluff) are often rewarded with more press coverage, better lead generation results, and a shortened sales cycle.

#1. Editorial Calendar Tracking

As much as social media can be a great avenue for starting and generating conversational trends, traditional main stream media (MSM) continues to have a huge influence on major topics of interest. Because MSM outlets operate on an advertising budget, they must secure ad sponsorship and leverage editorial calendars to attract potential advertisers. Most often, these editorial calendars are published a year in advance and can be a great way for your company to start the buzz about a topic.

TIP: Go get the editorial calendars from your top industry trade publications to find out what they are planning to publish in print. Then you can start blogging and writing articles for online syndication a month or two in advance of the print publication issue. This gives search engines the time to index your content providing high visibility for the topic once the publication hits the street.

#2. Rapid Response Program

“Rapid response” PR campaigns are a proactive strategy used to build relationships with media and bloggers by establishing a company’s spokespeople as industry experts and good news sources. It’s designed to keep your company on the cutting-edge of interesting news trends and is one of the ways to help elevate your company into a broader industry category with more press appeal.

TIP: After selecting 4-5 hot topics your company can speak to, begin to monitor news feeds and blogs. Every time a story about one of the selected topics is written and does not mention your company, contact the editor or blogger with positive feedback on their story and a gracious introduction to your company with an offer to help with future articles. Over time, you’ll build great relationships with key influencers and can work your company into the pages of high profile stories on a consistent basis.

While implementing fundamental PR strategies may take more planning, resources and budget, ultimately this approach can yield better results. Going beyond a “knee jerk” or “cookie cutter” approach to PR can help transform your company from an upstart technology player to an industry leader.

5 replies
  1. Ellen Lebowitz
    Ellen Lebowitz says:

    Very interesting, Lorraine. Thanks for posting. I learned something.

    Ellen Lebowitz

  2. Joan Izzo
    Joan Izzo says:

    Thank you for posting your discussion. Excellent advise.
    Appreciate your work.

  3. Leoma Bendzans
    Leoma Bendzans says:

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