PR can be a bit tricky, but if you do the research and preparation you can ‘do it yourself.’ Most mom small business owners lack a huge budget to put toward a public relations firm. However, coverage in print media, online and on television can be invaluable to your overall business image.
There are many journalists and other writers who are actively searching for people like you to feature. If you aren’t already signed up for HARO, I suggest you quickly do so. The service e-mails queries three times a day and you can easily scan to see if your business or product would make a good match. Simply reply via e-mail with your pitch.
In addition to HARO, there are many other query services and media lists that you can inspect for media placements that would be a good match for you. If there is a blog or publication that stands out to you as the perfect audience for your message, a little investigative work can usually get you their contact information.
So, now you know who you want to pitch to, how do you go about it? With pitching and press release writing coverage can never be guaranteed. But, here are some tips to help increase your chances of being featured.
Timing is Everything!
If you see a HARO query, you know they are still looking. Otherwise, it’s wise to pitch early. Many magazines work sixth months in advance of printing, newspapers work on average 2 months in advance and TV, radio and bloggers generally work a month or more ahead.
Make sure you aren’t pitching your baby apparel to a technology publication. Save yourself the embarrassment and only pitch to relevant and appropriate outlets.
Dust Off Your Press Kit.
Now is a perfect time to put that press kit to good use. This is the perfect opportunity to showcase your company, your products and what you have to offer. It’s never a bad idea to include some high-resolution images that are ready for publication!
Make Yourself Stand Out!
If you have a celebrity endorsement, or media sighting of them in/with your product, use that in your pitch. If you are donating a portion of sales to charity, mention that! If your products have been picked up by a chain of retail stores, tell them. Make sure that your pitch illustrates why their audience would be interested in your business.
Don’t Forget to Follow Up.
A friendly e-mail reminding them of what you sent could make a big difference. As always, there are no guarantees, but if you present yourself as professional and easy to work with you can’t hurt your chances.
Good luck and have fun with it! The passion you have for your business is sure to shine through! Market Mommy is always available to help. Feel free to contact us with your questions!
Dawn Berryman is the founder of MarketMommy.com and Market Mommy:: The Blog, online marketing resources for mom entrepreneurs. Market Mommy shows moms how and where to market their businesses. She holds a B.A. from Indiana University and has worked in the marketing/communications field for more than 8 years. She resides in rural Ohio with her husband and two young children. For more information, please see: Market Mommy.