Whether you are starting out with your tech project or your company is already large, publicity is always a great way to get your name out there.
Being featured in a magazine, online publication, company blog, or a podcast will drive visitors to your website, resulting in an increased number of potential customers.
Furthermore, getting featured in prominent magazines in your niche and mainstream media gives your company credibility. Creating trust between you and your prospects is invaluable for every organization, but it comes even more handy for small firms.
Getting publicity may seem hard at first, especially when you are a startup. But – if you know what you are doing – it isn’t so difficult.
We’ve collected some of the best tips and tricks your company can use to get its name out in a prominent media outlet.
1. Connect and build relationships with reporters
One of the best ways to get free publicity is to connect with reporters. While many organizations know this PR trick, most of them do it wrong.
You won’t get the results you want if you just buy a list and cold call random journalists with pitches that are not relevant to them. That won’t work out well as only a few of them will cover your stories while others will block you and put your emails into the spam folder.
Reach out to them instead with personalized messages via LinkedIn and social media as well as email. The goal is to get to know them, learn the topics they cover and build good relationships.
Make a list of your selected journalists and include every relevant information about them in there. Use this list and your good relationships with the reporters to reach out to them with newsworthy pitches.
Bonus: Use free tools like HARO (Help a Reporter Out) to provide journalists with leads and expert comments on stories.
2. Know what makes your company different
Do you have a brand new product or service? One that disrupts a whole industry? Or even both?
Many companies launch dull PR campaigns without differentiating their product or service from others.
Therefore, you have to KNOW what makes your company different. Ask yourself this question: why should anyone pay attention to you?
Unusual stuff always attracts attention easier than something mediocre. And when we are talking about PR, you need to grab the attention of both your customers and the media.
3. Reach out when you have a good story
Don’t be afraid to reach out to journalists when you have a decent story. But don’t rush it. Instead, prepare your PR strategy for the story in advance.
As you have already built out relationships with reporters as well as created a list of journalists, you can use both to send them relevant pitches.
Remember to leverage the features that make your company unique to differentiate it from others in the stories you send to journalists.
Bonus: Journalists don’t like dull pitches full of marketing and PR stuff. They need a story that’s exclusive, unique, or breaking.
4. Harness the power of newsjacking
Have you heard of newsjacking? If not, then you are missing out on one of the hottest PR tricks in the industry.
Newsjacking covers the act of using the popularity of a news story for your organization’s advantage to switch the focus on your brand and increase your sales, PR, and marketing efforts.
To newsjack a story successfully, you have to be quick and do it well. So here’s how to do it.
Follow prominent media outlets and social media accounts in your industry to find relevant news.
As soon as you notice breaking news in your industry, create a related story with your company to get the focus to your organization.
5. Leverage the power of viral marketing
Viral content – memes and images as well as YouTube videos – can generate you thousands of social media shares, retweets, comments, and other interactions on social media. So posting something viral will undoubtedly give you a huge PR boost.
There’s no magic formula for viral marketing. However, the goal stays the same: capture your audience’s attention with content that’s super exciting, funny, or shocking.
If people find your content great, they will share it with their friends and family who will pass it to others, making it viral and spreading it across social media.
6. PR can prevent bad press
There are times when a story falls out of your control, and a reporter doesn’t cover it the way you wanted.
While a few occasions with negative press is not the end of the world, continuous bad publicity will damage your company’s credibility in the long run.
To avoid your reputation being harmed, you have to deal with bad press. PR can help you with that. And with decent PR, you can even prevent bad press from happening.
One of the best ways to deal with negative publicity is to be absolutely upfront and honest with your audience. If you do that, people will trust you, which minimizes the risks and the negative effects of bad press.
Bonus: When bad press happens, craft a positive message about your company. By creating valuable content and distributing it successfully, you can switch back the focus of your audience from the negatives to the positive aspects of your brand.
7. Hire a PR company
You can certainly do all your PR in-house if you have the resources and knowledge. Even in cases when you don’t have the necessary skills, you can learn them online and use them to get publicity for your company.
However, it will drain your time and other resources with an uncertain final outcome. And if you are not satisfied with the results, then you might wonder whether you need to reinvent the wheel this time.
In such cases, hiring a PR firm would be a better choice for your company. It certainly saves you time and sometimes even money (in instances when the agency does its job efficiently).
Take advantage of a firm that is an expert in both PR and your industry. While finding such a company can be hard sometimes, you will benefit from its industry-wide expertise in addition to the knowledge of your products and services.
Need help getting coverage? Our AI system and our established network can help