I have had my eyes opened wide this year to the value of getting mainstream media to notice and promote products and services and to include expert quotes in articles. Through the sole vehicle of this blog, I attracted the following press this year:
- Business Week
- People Magazine
- Jane Magazine
- The Boston Globe
- The Baltimore Sun
- The Arizona Republic (my hometown paper – story coming out soon!)
- USA Today
- Greenstone Media
- And a ton of smaller independent radio/podcasts/blogs
I find the whole thing totally amazing, as this comes from the power of blogging on a particular topic on a regular basis. It makes me giddy, actually.
Mainstream media can give you the kind of exposure that a million marketing campaigns cannot. And most importantly, they can help establish you as an expert in your field, which is critical to developing trust with prospective clients and customers. It is kind of the “second half” of credibility that you can match with your blogging efforts.
Joan Stewart, known as the “Publicity Hound”, just had a quick and dirty excerpt in her newsletter that I thought was a great framework for creating a media plan for next year.
I encourage ALL of you who are about to launch or are currently in business for yourselves to create a media plan in addition to a marketing plan for next year. I think you will be happy with the results! Says Joan:
“Many of you have emailed me the last few weeks asking for guidance on how to create a 2007 media plan.
Here’s the 60-second answer:
- Create what I call your “Top 25 Media Hit List.” These are online and offline media that reach your target audience and are a perfect fit with your topic. You might have fewer or more than 25. The number isn’t important. But it’s better to target fewer media outlets instead of more, so you can spend time forming strong relationships with media people.
- Identify one person at each outlet as your main contact.
- Research each media outlet by visiting their websites, watching the programs or reading the publications. For newspapers and magazines, refer to their 2007 editorial calendars.
- Create a list of story ideas that each media outlet would be interested in and customize each idea as much as possible.
- Then start pitching.
For most Publicity Hounds, the hardest part is creating the list of story ideas. Help is on the way.
My friend, TV reporter Shawne Duperon, joined me during two teleseminars in which we brainstormed a total of 219 story ideas from January through December. Some of them work better for TV, and some work better for print. Many of the ideas apply across all industries. Some are industry-specific.
We encourage you to steal as many ideas as you need so you can create a 2007 media plan fairly quickly and get a jump on your competitors. Each recording is available as a CD and comes with a downloadable list of all the ideas for those six months, for easy reference.
Reprinted from “The Publicity Hound’s Tips of the Week,” an ezine featuring tips, tricks and tools for generating free publicity.
Subscribe at http://www.publicityhound.com/ and receive by email the handy list “89 Reasons to Send a News Release.
Joan is one of those people who is the “real deal.” She has been around for a long time, has great wisdom and is recognized as an expert in her field. I feel totally comfortable recommending her products and services.
I am going to really amp up my media efforts next year, for the sole purpose of inspiring broader, deeper revolution among the masses. Someone has to counter the gloom and doom out there about corporate jobs!