Stand Out: Strategic Publicity Practices

Want to break through the clutter? Use these media relations tips to help your business stand out and gain a competitive advantage.

  • Know your audience: Your target always impacts your strategy. For instance, do they use social media? Read blogs? Prefer traditional media?
  • Drill down further: Which specific print, broadcast and online properties attract your target? Do they prefer Jeopardy or Jersey Shore? These insights help with media placement.
  • Respond promptly: Reporters are busy. By responding quickly to their inquiries you can earn a reputation for being a fast, accurate go-to source for their stories.
  • Tell, don’t sell: Avoid the “hard sell.” Instead, share specific, relevant information the reporter can use, such as survey results, articles you wrote or presentations you delivered.
  • Let go: Never ask the reporter to see a copy of the story before it is published. In fact, most media outlets have a policy against letting subjects review the copy.
  • Show appreciation: Thank the writer for any coverage you receive. Reporters love positive feedback.
  • Strengthen your relationships: Offer helpful resources to reporters even if they do not relate to your business. It shows you care about their interests and want to help them.

How do make your brand stand out?

Lisa Goller
Lisa Goller helps businesses tell their story. As a Toronto-based Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com

 

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