Think compelling relationships

A common question that I'm often asked is 'how do I get the press to look at my product and maybe give it some coverage?'<br /><br />Whichever industry you're in it is clear that you'll want to expose it to as wide a public as possible.<br /><br />The most obvious thing is to consider advertising. How else are you going to tell people about what you're doing? All these companies who advertise on prime time TV aren't doing it for fun, they want to spread the word about what they are up to, or reinforce their brand.<br /><br />There is no doubt that many people are reluctant to part with money for advertising and that is for you to decide. However, I say again, how else are you going to tell your existing and prospective clients about your products?<br />One option is to get press coverage. Many observers reckon that press coverage is worth far more than advertising because of the perception that if something is written about by a journalist it must be worthwhile.<br /><br />This is true to a certain extent in that in order to maintain interest in the publication, the editorial staff will naturally want to fill it with interesting stuff. But there in lies the problem – the material needs to be interesting.<br />If you need to get press coverage, here are three tips for success:<br /><br />Think<br /><br />The first thing to do is take plenty of time to sit down and carefully think through what you are trying to achieve.<br /> <br />Why do you think people will be interested in reading about your new product? What are the aspects of it that make it unique and a must-have? Why should people buy it instead of one of your competitors' products?<br /><br />Don't just send a press release telling people that you have introduced a new product. Give them uncomplicated details about it but don't overpower them with technical specifications. Try to take a wider view, explain what the market conditions are that make it attractive for people to get hold of the product. A mistake that hotels often make is simply to announce that they have opened another ten bedrooms. This means nothing at all to the busy editor. What he or she wants to know is why the hotel felt the need to open more space, was there a growth in demand? If so, where from? Holiday makers, conference organisers?<br />You must also carefully think about what sort of marketing campaign you are going to stage in order to help steer the message. Don't just send out a free gift for the sake of it. Look for something that is totally relevant to the product, something that really catches people's imagination.<br /><br />Compelling <br /><br />Why should a busy journalist want to devote time and then column inches to your announcement? Certainly, if you have a wonderful product that is clearly a world leader half the battle will have been won. Unfortunately such revolutionary products are few and far between and you will probably have to settle for an imaginative, or compelling, way of attracting their attention.<br /><br />It is worth sitting down again to think very carefully about a hook that may grab the attention of the press.<br /><br />You must remember that on most given days we press people receive a large number of press releases, either by post or email, from a variety of sources. This means that, by and large, in order to attract our attention a press release needs to stand out from all the others.<br /><br />There are some obvious things to say about presentation. Don't send out a release that has ludicrous spelling mistakes. Make it look good, don't just send a boring letter that is crowded on the page. As I say, obvious advice, but you'd be amazed by the number of organisations that send out shoddy and ill-conceived material which, frankly, is destined only for the waste paper basket.<br /><br />It's a terribly old cliché but we journalists do enjoy a trip away from the office. It's not that we necessarily enjoy indulging in copious amounts of alcohol, more that it is good to get out to meet people, to talk and to network.<br /><br />Why don't you consider running some kind of launch event? That way you can invite the press as well as your key clients. A really special event will surely say more than a simple press release. There are, without a doubt, financial demands that need to be taken into account, but if you have the budget it could be worth considering.<br /><br />The point of this is not strictly that you need to spend huge amounts of money on throwing a party for your industry, more that you need to think up something that will grab your press contacts and possible customers.<br /><br />This is where the help of a good PR company may well be useful. Again you will have the issue of expense, but appointing the right firm could well pay dividends.<br /><br />Relationships<br /><br />Is there any reason why you shouldn't develop a relationship with your various press contacts in the same way that you cultivate your customers?<br /><br />I'm not saying that you have to keep sending them expensive gifts or take them on unlikely journeys to top restaurants all the time. Rather, I mean your trying to cultivate a relationship that is mutually beneficial. This could present a range of things that could help your business. <br /><br />There could be sponsorship for example. Here you would have the chance to put yours or your product's name to an industry wide initiative run by the title of your choice. Sponsorship is a rapidly growing phenomenon that has its admirers who feel that it is a cost effective, and less obvious tactic than straight advertising, for getting across a marketing message.<br /><br />A relationship with the press can be a rewarding thing.<br /><br />Think compelling relationships. In many ways this could also be the way in which you should be approaching your sales. It is a fact that when times are good, people buy from friends. When times are bad people also buy from friends. Is it not a good idea, therefore, to cultivate as many friends as possible?

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