Repurpose Your Publicity

Congratulations! You or your business has just been featured or quoted in an article in an industry publication or regional newspaper.  Having a third party publish information on your business, products or services can give you the kind of credibility that no advertisement can.

Now it's time to consider how you can maximize your publicity or leverage it as a useful sales and marketing tool. Here are a few ways to extend the buzz and the life of your press coverage:

1. Post on Social Media- Share a link to the article on both your Facebook  Page and Personal Profile, LinkedIn, Twitter and other social networks.

2.  Showcase it in your Newsletter or Blog- Repurpose your recent press by posting a media coverage roundup in your newsletter and/or blog.  Roundups typically revisit positive PR by outlining and linking to recent pieces of coverage.

3.  Include a Link on your Website- Include a list with links of all your news coverage (radio interview, web articles, print, etc.) on a Press Page on your website.

4. Leverage it as a Sales Tool- Print copies or create PDF's of the article for inclusion in your marketing collateral or proposals to prospects and clients.

What other ways have you repurposed your publicity? Leave a comment below!

Free PR Tools and Tips to Grow Your Business

Publicity is an easy way to expand your business' visibility and drive sales.  For budget-conscious small business owners, here are some free tools and useful tips that can help you implement successful public relations campaigns in no time!

Google Alerts

Google Alerts can be a powerful tool to stay on top of your business' online presence.  Set up Google Alerts to monitor your business, competition, or any industry topic that's important to you.  Google will send you an email when there's any mention of your query in an online news, blogs, discussions, etc. 

HARO

If you want to share your expertise while getting free PR, check out HARO. Help a Reporter Out (HARO) connects journalists with sources or experts for their stories.  Sign up (for free) to receive a daily email with  queries from reporters from all types of media.  Respond promptly to any applicable requests for a possible interview or direct quote. It's an easy way to get PR exposure for your brand or business. 

Twitter

Follow relevant journalists, reporters or bloggers on Twitter.  Put them in a list so you can easily filter them in your Twitter stream.  Check their posts to find out what they're researching or working on.  Alert reporters by sending them a @ message with a link to more information. Or send a Tweet to follow up on emails you've already sent to a particular reporter.  To spread your news, politely ask journalists or key influencers to retweet(RT) your news.

Connect with Reporters

Build a relationship with journalists by engaging with them on social media. Show them you're interested in what they write or publish by commenting or sharing their posts, article links, etc.  Know the topics, industries or geographic areas that each reporter covers.

Build a Plan

Plan our your publicity ideas and pitches for the year.  Look at the holidays, seasons, events and trends that drive your business and create pitches using them.  

Developing and executing your own PR takes time and considerable effort, but the exposure it brings your business will be worthwhile. 

Six Innovative Ways to Promote Your Next Event

Looking for some new marketing ideas to give your next seminar, trade show or other corporate event a big boost? Here are some promotional activities that we implement for grand openings, but they can be applied to any event to help turn it into a smart money-making promotion for your business:

1. Be Community-Minded

Is there a way that your event can be tied in with a greater cause? Can your grand opening or event help the local community in some way?  If it can, you're bound to get more attention and publicity!

2. Traffic Generating Incentives

Coupons are always a smart marketing tool.  In conjunction with the event, promote a product or service that prospects will respond to and make it time sensitive to encourage a speedy response.

3. Marketing

Beginning a month prior to the event, send timely emails, fliers and personal invitations and use social media (Facebook, LinkedIn, Twitter, etc.) to spread the word.  Create a video for YouTube that acts as a teaser ad for the event.  Don't forget to include your special offer or incentive.

4. Use the Media

For big events, think about media partnerships with local radio stations, TV stations, newspapers and cable companies. In exchange for exclusive rights to promote your event on site, you can try to obtain on air promotions or advertising at no cost to you.

5. Advertising and Public Relations

If your budget allows, advertise in your local daily and weekly newspapers and on the radio for one to two weeks leading up to your event. Write a great press announcement and get it out to all the local trade and community outlets.

6. Form Partnerships    

Team up with related or neighboring businesses so that you all can contribute to and benefit from the buzz of your event.  Who can you create reciprocal marketing partnerships with for this event and ongoing? 

For more event promotion advice, contact Jocelyn Murray at 203.377.9980.    

Five Tips to Extend the Life of your Press Release

If you're looking to extend the life span and get the most publicity from your next press release, here are a few ideas on how:

1) Tweet about it and link to the release over the next few weeks. Don't forget to use relevant hashtags so more eye will see your tweets.

2) In addition to a paid wire service (PR Web, Business Wire, etc.) send it out via all the free press release services too (Free-Press-Release.com or Express-Press-Release.com).

3) Comment on blogs that cover your press release's topic matter and include a link to your press release.

4) Email your release to all relevant media contacts and bloggers. Don't forget to include a introductory note about why your information is something their readers will want to know about.

5) Refer to and link to your press releases in your blog postings.

Do you have other ways that you extend the life of your press release? Add your comments here.