Stop waiting for your PR firm to make news for you. Use your blog and do it yourself. Here are three ways you can use your blog to get the media to pick up the content. (Caution: PR spoilers included in this post!!!)
1. Write news-worthy blog posts that link to major media stories and give your take on the story. Share your expertise in brief bullet-style sentences in regard to a specific media topic or story and then link that to a breaking news story. (I mean really link it, hyperlink the news story in your blog post!)
2. Put Google alerts on the blogs of the publications you most want to be covered in and make sure that at least once a week you’re posting a comment to a breaking story on their blog as well. Post authentic, honest comments that are not self-serving but add to the discussion.
3. Put Google alerts on the top two competitors/thought-leaders in your vertical and start compiling a list of publications and journalists that interview them. These are the same journalists and publications you want to make sure you’re reaching out to via social media and your blog.
BONUS! – I posted these links on my Twitter account but just in case you don’t have them. If you want to get a great free list of the media on Twitter (that takes just a bit of work to compile), you can go to the site Mediaite.com and hit their PowerGrid link and get the Twitter addresses of each person they list. (Oy vey, does it take some time? Yes! But will it save you some PR retainer fees and move you one step closer to the media? Yes!)
The new media person I’m following on Twitter is Willie Geist – http://twitter.com/williegeist1 , because I love Morning Joe and he and Mika both inspire me. Joe does too!
Now go and find the media masses!
If there is only one book you read this year to prepare you for handling next year’s news and winning the competitive landscape then it has to be David Meerman Scott’s – Real Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now.
It’s officially released today and is a MUST READ.
While you’re waiting for the book to arrive, you should also check out the free e-book that vividly details David’s scoop on how Fortune 100 companies respond to news queries, how real-time marketing and PR should work and what you can do to capitalize in this 24/7 environment.
To quote David, “In my research, I contacted the communications departments of the Fortune 100 companies and found that only 28 percent engaged with me in real-time. Many of those 28 companies have comprehensive real-time communications programs in place, which I describe in the ebook.”
Check out David’s post announcing the book here.
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