The day you, your family, and your friends have anticipated has arrived. Your book, film, or album is finally complete and ready for release into the world! However, unless you have a very wide circle of people with whom to share this news, or have a known name, the chances are high that PR may be a bit more difficult to obtain than you realized.
PR, like advertising, is a way to get the word out in your own particular niche. However, unlike advertising, there are no fees associated with getting press. And media exposure is actually more credible than advertising. So unless you have a huge marketing budget to blow, PR is your most affordable option.
So step one is to decide how you are going to go about launching your PR campaign. The easiest way is to hire a firm or independent publicist. This can be a great option if you have the budget since PR professionals usually have great tools and relationships to capitalize on. Just be aware that that you could pay thousands up to tens of thousands per month in agency retainer fees…with no guarantee of success. This leaves learning to do PR yourself a very viable option if you are just starting out or even if you are established but don’t have a large budget to work with!
Much more than simply getting a press release out, a successful public relations campaign involves several areas you can explore. It is usually a combination of several working together that will make you successful. The following are a few examples of getting the PR you need:
Press Releases—Knowing how to properly write a press release is a huge component. Hundreds are sent out daily, but most are unread. Knowing what will get attention from the recipient is as important as building a credible media list.
Media Pitching—Knowing how to interact with journalists in a way that will make them interested in your story is a skill that will make or break your PR campaign. Do you know what they are looking for? If not, finding that out is your first step before writing the first email.
Industry Events—Attend as many of these as you can. There are lots of great networking opportunities out there and attending gives you a chance to get your name known. Talk to people, do Facebook Live blogging, and have fun. Great friendships can be built among the peers you meet.
Bloggers—Reach out to bloggers about your book, film, or album. Not only do you get a chance for some honest feedback, but it is the opportunity for more publicity. Some are even willing to interview you, too. Credibility is built when your followers see that others are excited about what you have to offer.
Social Media Networking—More than just posting on your personal page or business/fan page, using social media is a means to create community. Your community will want to know the latest happenings in your world so make sure to post all press releases and media clippings. If you have a strong following, maybe some of your followers will share, which is a great way to increase exposure!
Combining a variety of resources with a flexible plan and the willingness to learn from your mistakes will give you a confident approach to doing your own PR and help you to discover the perfect publicity strategy. Once you step out there, you’ll be amazed at how fast you can obtain credibility and find success.