PR can be very costly and for start-up’s it’s a lot of money to put out! Here at The Well Connected we have a few (basic) tips & strategies on how to do your own PR.
Be on point - Before you start putting your brand out there you need to have everything on point and legitimized. Branding is key, make sure you have the finished product, all your written documents, high-res images and price points. Have your website up and social media pages active before you start seeding your brand.
Know your target audience - Knowing who your target audience will help determine the success and sales of your brand. Follow your ideal clientele on Instagram & Twitter. Keep up to-date with what is happening in the world of your target audience. Read magazines or newspapers to keep up with the latest.
Know your competition - Search the competition. Know who is doing exactly what you’re doing and figure out how you can do it better. If your competition has a great social media following, really study their strategy and see how you can implement a few of their strategies to grow your brand.
Engagement - PR is basically all about engagement. Learn how to engage with your target audience. Tell a story and turn your brand or product into a lifestyle. Social media is the best way to do this. Create compelling stories and images for your social pages. 80 % engagement & 20% selling. People hate to see direct ads all the time. Be more casual, sell the lifestyle versus the product. The lifestyle will be more enticing and the products will sell themselves!
Know how to get contacts - Contacting the right person is crucial to getting your brand out there. It will take a bit of soul searching on your side, but it will be well worth it. Here are some tricks to getting the right contact information.
Know the editor or direct person in by name is the department you are trying to get featured in.
Search Press Releases for that year or the last year. Most press releases will have a direct contact to the PR or media relations person.
Check a websites contact page
Download a company’s Media Kit. (That’s a great place for contacts)
Search LinkedIn. You can easily get the name of the person in the right department and contact them via LinkedIn
Or call their location and ask to speak to the person or someone in their Marketing Department
Have a recent Press Release - When pitching press a general rule of thumb is to have a press release. A press release is the latest information about your brand or a new product your company is launching. It included stats, a brief description of the company. A brief description on the product(s)as well as the retail price of your product.
High-Res Images - High resolution images are a must! You must have them on your websites, social sites and in your press release. Often times, media will ask for high resolutions images for their article.
Know when to pitch press - Editorial Calendars are a great resource for any brand. Editorial Calendars lets you know what a publication or broadcast station has planned for the following year. This way can you target your brand or product to a specific segment or issues.
Having a product budget for PR - Often times in PR you will be required to send samples or actual products to media, celebrities and influencers in exchange for press mentions or images. This can be VERY costly. We suggest that you allocate a decent but reasonable amount of “Free” products. A word of caution. Do your research before you ship to any and every one. Make sure that you get the bang for your buck from the media, celebrity of influencer.
Working with bloggers & Influencers - Bloggers, Vloggers & Influencers are all the rage. Finding the right person to represent your brand or gift to is vitally important. Ask yourself what that influencer can do for you? How can you leverage their following? However, ask yourself how will they benefit from your brand or product. Again, do your research. Don’t just give products or services to every and everyone. Make sure that this person aligns with your brands vision or target audience. Keep in mind, a lot of bloggers now charge anywhere from $2,000 USD for an Instagram post! So if you want a high-profile blogger, be prepared you may have to pay high-profile prices.
Celebrities - Celebrities are the bread and butter for product placement and brand exposure. However, celebrities don’t come cheap. First you have to have a budget and an extensive budget at that! Then you need to build a campaign for you brand endorsement. Then pitch to press & media. Any celebrity endorsement =’s brand power.
Social Media - Building a solid campaign for your social media accounts is very important to your brands development and longevity. Social media will play a huge role in engagement and getting your products or services out there. You will need a social calendar and a strategy to optimize all your platforms and be successful at engagement.