Good public relations do not equal good marketing. They are related, but one is not the other. Marketing is the process of wooing your customers to buy from you. PR (Public Relations) is talking to others about your service, products, or industry.
WARNING; It’s not your sales pitch; it’s a conversation, verbal or written, as a guest on someone else’s established platform. It can be one of the most powerful tools in your overall marketing strategy because being a guest is a great endorsement of you and shows you are a trusted expert.
Marketing strategies are different than public relations strategies. Marketing strategies tend to send press releases to local or national media in hopes that someone will call for an interview. Public relations strategies mean skipping the “send and wait” mentality and, instead, getting out there and getting active.
To get active, know who to call and target them directly. Remember, your endgame is a public conversation with their audience. Be willing to be quoted and willing to talk on camera. Then, they’ll think of you first when they’re doing a story where you can help “dramatize” their point. Marketing and PR are similar in one respect: they both require you to think about your first step and then take it.
- TIP 1: Pitch the right person. Find out who books guests or does stories related to your industry, etc.
- TIP 2: Engage with the editors. The person with the final say can encourage their writers/hosts to use you as the go-to expert.
- TIP 3: Follow up. Return calls and emails, and don’t wait to be contacted. Remind them you are here.
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