August 22, 2013 at 9:34 AM

Creating Successful PR - Part 2

Recon Thursday/Promotion

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Once a Day Marketing™ featured video blog: Make a PR Pitch - Part 2

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are concluding our series on developing a successful PR pitch.

Publicity, or PR, is one of the 7Ps of Marketing under promotion and it is often underutilized. PR has the advantage of not being paid advertising, however, you have to do some work to get the coverage. Additionally, the fact that the information comes from a source outside your company may lend credibility or legitimacy for the customers and potential customers who read it.

Now let’s look at the remaining tips to create a successful PR pitch.

6 - Ensure your press release utilizes the standard AP style (Check out the AP Stylebook).

7 - Develop the points you want to feature. Consider the: who, what, when, where and why. Identify the elements of the story that will excite the interest of the writer or reporter.

8 - Craft a short e-mail that includes all of the essential story information at the top. Your goal is to intrigue the recipient with the opening remarks.

9 - Develop a very concise verbal pitch. Media representatives are going to call you and ask why your story warrants their attention. You have to be very good at answering their questions and convincing them the story has merit.

10 - Lastly, execute your plan. Call writers/reporters and talk about your story. Position it to be so compelling that journalists will think they are going to miss out if they don’t cover it.

If the media outlet doesn’t cover the story this time, you will still have the benefit of creating relationships. The next time you call that writer or reporter it will be easier for you to pitch your idea.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

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