5 Must Have Tools for Your PR Toolbox

5 Must Have Tools for Your PR Toolbox

One of the most important business strategies an entrepreneur should have in place is the right PR. While promoting yourself and your business might seem a little vain, if you want to be seen as an expert in your field, PR is key to helping you stand out in a crowded marketplace. Here are PR 5 tools which can help you do just that, and kick-start your journey to success.

1. A good bio: Not only is a great bio crucial for showcasing your career experience and expertise, but it also paves the way for possible media opportunities by telling people who you are and what you’re about. A winning bio includes information such as your background, qualifications and experience, area of expertise and examples of your work. Creating multiple versions of your bio provides flexibility across different situations. For example, a micro bio of 1-2 sentences is perfect for social media or adding to the bottom of articles, a 100-word bio is great for media opportunities, whereas a longer bio can be used for websites and conferences.

2. A plan of action: As the old adage goes, he who fails to plan is planning to fail. As such, it is important to have a PR strategy in place to guide your actions. Take the time to understand your business, what value you can offer to a journalist and the external environment around you. Reading publications daily and listening to the types of questions your clients and customers ask are great ways to help you develop compelling story angles worthy of the media’s interest.

3. Networks: Having conversations and connecting with people is one of the best ways to get your name out there. The more people know you and know what you can offer, the greater chance they’ll want to do business with you or recommend you to people in their own networks. It’s important to remember networking isn’t about selling yourself to others, or even talking about yourself. Rather, it’s about listening to other people and building relationships with them by investing the time and effort to find out about their own endeavours.  

4. A pitch: Reaching out to the media via email and letting them know you’re available to comment on topics of interest is a great way to build your reputation and position yourself as an expert. However, you need to be strategic in how you structure the email, or else you’ll find your message in the bin in a matter of seconds. When you sit down and write your introductory pitch, you need to keep in mind the type of journalist you’ll be sending it to. It pays to know their beat (the types of stories and topics they cover), their background and any other stories they have covered on the topic in the past.

5. A media list: Sending your pitch out to every single journalist in the country is not only impossible, but it is also incredibly ineffective. A media list is the ultimate arsenal for media outreach, including journalists, producers, editors, and even bloggers, who write stories on the key issues in your industry. To help you narrow down your options, think about the types of publications you would want to be featured in, and then identify the reporters who cover your topic of interest. A simple search online can often help you pinpoint key contacts in these publications, otherwise you can use a paid AAP service to gather the contact details for you. Another alternative is to subscribe to Source Bottle. This is a subscription service that connects Aussie reporters in need of sources to individuals actively looking for coverage and who have relevant stories and expertise to share. With more hundreds of journalists using the service, Source Bottle is a great way to establish a connection with journalists in your field of expertise.

 

How To Nail Marketing on a Tight Budget

How To Nail Marketing on a Tight Budget

Effective strategic marketing is vital to building a brand, gaining customers, and ultimately, growing a business. However, marketing can be expensive, with a 15 second advertising spot on TV easily costing hundreds of thousands of dollars.

Very few startups have big marketing budgets, so, they need to be careful not to burn through all their cash resources before getting the chance to break even. For this reason, it’s important to know how to effectively market your business on a budget. Here’s how you can set about marketing to win customers, without breaking the bank.

Online communities. From forums and message boards to blogs, there are countless online communities that you can tap into to market your business -. It’s important to take care in how you approach marketing and promotion in these spaces. Overt marketing is not only unappreciated, but it can also attract negative attention that harms your brand. To win over communities, position yourself as a helpful expert who provides wanted advice on topics and issues that relate to your business. That way people can both appreciate the information and learn about your brand. 

Content creation. We all know that content is king and as such, plays an important part in most marketing plans. One easy way to maximise your marketing through content is to set up a blog on your website. Your blog should include information that allows people to get to know your business, and understand and appreciate the products and services it provides. For example, a startup that has built a new fitness app could write a blog about the importance of goal tracking in fitness. Whenever you post a new blog, be sure to maximise reach and readership by sharing it on your social media platforms.

Media releases. The tried and tested way to gain coverage in media is through sending media releases to journalists. This begins with building a media database. Make a list of all the media outlets you need to send media releases to in order to reach your target customers. For instance, a technology startup should target national media as well as niche technology and business media. Ensure your releases include all the key information - the who, what, when, where, why and how, as well as your phone number and email, so journalists can easily get in touch.  

Email newsletters. Email newsletters are a great way to gain both new and repeat business. However, not all email newsletters are equal in marketing power. Dull, long-winded emails, or those with spelling and grammatical errors, will see you lose subscribers and potentially business. Aside from vigilant proofing for errors, you want to make your newsletter unique and, most importantly, valued amongst your target market. Be imaginative, provide useful information, inject your personality, and add personal touches where appropriate.

6 Rules to Get Media Coverage for Your Achievements

6 Rules to Get Media Coverage for Your Achievements

Industry awards recognise outstanding professionals and organisations, providing a great boost for both personal and corporate brands. Fortunately, the recognition that comes with winning doesn’t need to stop at the conclusion of the award ceremony. With a little bit of planning and communication, you can leverage an award to capture lasting benefits to you and your organisation

The Value of Earned Media

The Value of Earned Media

Want to get your brand out there but don’t have a big budget to spend on expensive paid media advertising? Say hello to earned media.

How AI Will Disrupt Marketing

How AI Will Disrupt Marketing

AI promises to accelerate marketing, enabling marketing software that is autonomous and self-driving. Most importantly, it’s expected to make all your marketing tasks, like email acquisition significantly more effective. Here are four ways AI is set to disrupt marketing as we know it.

5 Steps to Successful Influencer Marketing

5 Steps to Successful Influencer Marketing

Influencer marketing is economical, highly targeted and effective, so it’s little wonder businesses both big and small are scrambling to work with influencers to market their products. We've listed 5 tips to help you kick start your influencer marketing campaign.

Why Influencer Marketing Works

Why Influencer Marketing Works

The typical customer views around 5,000 ads every day, so there’s little chance of these businesses getting through all the noise. How can they survive in this hyper competitive environment? The secret lies in influencer marketing.

How to Make Your Emails Stand Out in a Crowded Inbox

How to Make Your Emails Stand Out in a Crowded Inbox

Journalists receive hundreds of messages a day. Have you ever sent an email pitch to a journalist and received no response? Chances are they didn’t even open in the first place. Maximise your chances of standing out with these quick and easy steps.

How to Start a Blog from Scratch

How to Start a Blog from Scratch

So you’ve read our post on the benefits of blogging, and you want to set up your own blog, but you have no idea where or how to start. Luckily for you, we do. We’ll tell you exactly what you need to do to get started.

Why Entrepreneurs Should Blog

Why Entrepreneurs Should Blog

If you’re an entrepreneur, blogging may be the last thing on your mind. A long-term investment with no immediate payoff? I wouldn’t blame you if you hadn’t given a second thought to blogging, you’ve likely got piles of other tasks to get through. But often it’s precisely these long-term investments that make all the difference.