PR and news exposure are the strongest methods to reaching larger audiences and getting that massive surge in audience that you and your business needs. However – how do you do it? Well, you have to connect with the news world.
News media is perhaps the most powerful tool for interacting with people on a macro scale, as it is information newly received and translated into easily understood content for any mass of people, whether in a general area or, usually, and more specifically, specialized niches. Getting yourself out there is a matter of contacting journalists and online newspapers, publishers and websites – it’s about finding someone interested in your story. But – how do you get to that point? How do you get your company’s story, or a mention of your business, into a website dedicated to news?
It’s fairly straightforward, actually – first of all, you need to ensure that what you have to present your business with is actually newsworthy. People don’t want to hear about your business unless it interests them, or they need your services – which is a small percentage of a potentially large market. You want to use a story that informs people, that is interesting, that is concise and well-written, so as to be easy to read. You want something that captures people’s imagination and introduces yourself to them while still delivering the important bit of that story – the actual news.
News has to be accurate, recent, and professionally composed, with an emphasis on these three points. You want to create something newsworthy – otherwise, you’re just wasting time and resources into something that is only going to marginally increase your reach.
Next, you have to get that news out there – and there are several ways to go about that. You can go and individually seek out journalists and news sites, you can tediously set up several different accounts on different news wires and press sites, and try to increase exposure through a large quantity of sites – or, you can skip the tediousness and try to find some type of syndication plan, to get your news out there to a large amount of people without having to manually and individually find free or common news sites.
Important, however, is not just looking for general news sites to pick up your content, but also focusing on niche news sites. The more your content is spread throughout the internet, the higher the chance of your service or product gaining exposure online through search results, for example – but it’s always a good idea to strike at the heart of the matter, by directly contacting your potential client base, as well.
Good! Say you have your story out – you’re done, right? Wrong. A good story is there not to push your agenda and your business, but to whet your client’s appetite. Don’t bring out the big guns and use a press release as a succinct advert – people are getting better and better at distinguishing between news and a call to action – you need to get people interested with your story, and then, once it’s out there, it’s time to capitalize. Continue by spreading your story through the various social media accounts you presumably have – and if you don’t have them, it’s best you get started. Even though you may think that, as a business, you have no place in social media, remember the whole thing about contacting your clients directly? There’s no better place to do that online than on their own, social domain. Plus – it’ll further increase the eyeballs on your news. When people start asking questions and getting interested – that’s when you start selling your product or service.
Contact the publishers and writers in your niche and continue working with them to further feature your business – and make sure to be polite. Don’t shower them with gifts as a soft bribe, but show them your thanks – it’ll lead them to remembering you and maybe providing you more exposure along the line, now that you’re getting more people on your site thanks to your efforts.
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