The following is a guest post by our friend Drew Gerber at Wasabi Publicity. Drew and Wasabi have now published their 21 Day PR Action Guide – and we are happy to support this, as we believe it is an amazing tool for entrepreneurs and small companies.
This is not a sponsored post and we are not affiliated with Wasabi other than through friendship and professional respect. We don’t earn commissions for our support.
PR can be a game changer. Yet when I speak to startups, small business owners, and entrepreneurs all over the world, I hear the same thing over and over again: “We don’t have the money,” or “We don’t have the time.” I get it. We’re all busy and you might not have the budget to hire a PR company, but that doesn’t mean with a little effort you can’t land some great media coverage. The trick is knowing where to put your energy to get the most payoff.
So, where do you put your energy? Quite simply, in whatever grabs and hold the media’s attention.
Grabbing the Media’s Attention
If you know the parameters of developing consistently engaging, interesting, and fruitful media pitches, it doesn’t take long to create attention-grabbing hooks that position one’s company according to its brand values and media preferences. We call this the Perfect Pitch.
Perfect Pitch is a PR philosophy wherein the company can provide such a tremendous degree of value to the media’s viewers, readers, and listeners that it makes the media’s choice to use them easy. We share this formula in our new 21 Day PR Action Guide.
Holding the Media’s Attention
Grabbing the media’s attention is one thing; holding their attention is another level entirely. Just like any relationship you’re starting, you want to put your best foot forward. The best way to do that with PR is by providing the media with materials that WOW them, aka an easy to navigate online press kit that gives them everything they need right at their fingertips. While this might seem daunting at first, it’s actually quite simple. Each time we create an online press kit for a client, we include these are key elements:
- A Welcome/Home Page gives the media a taste of the company; what makes it fresh, intriguing, and unique. In other words, why the media should care.
- Sparkling Bios, for both broadcast and print.
- A Media Coverage Page, so the media can see our clients in action.
- An Image Gallery, complete with high resolution photos and logos for media use.
- To make the media’s job easy, we provide News & Story Ideas and Suggested Interview Questions.
- And of course there is a Contact Page so that when the media is ready to book, they know how to reach us.
See? PR is actually not that difficult. You just need to know the rules of the game, which we walk you through step-by-step in our 21 Day PR Action Guide. In the 196-page workbook, we’ve distilled down exactly what we do every day to score our clients the media coverage they desire, and we’ve created micro learning modules that, with an investment of 30 minutes a day, allow you to launch a PR campaign in 21 days. This guide is invaluable for insights into how the PR game works, even if you’re hiring a PR company.
Let’s put it this way. In the short time it takes for a chicken egg to hatch, you can launch a successful PR campaign! If you’re really committed, we know you can find 30 minutes a day. We’ll even handle the money side of things. From now until June 6, save $21 on the Kindle version: It’s ONLY $8.95 USD!
(Basically, for the price of one or two Starbucks Venti Frappuccinos (depending on how you like your coffee), you can launch a PR campaign.)
FREE Bonus Offer: After you buy the book, post an Amazon Verified Purchase review and in return, we’ll give you a national US TV media contact list!