Press releases can boost your image and brand. Placed in the correct media they can start word-of-mouth, go viral and create goodwill for your company.
Writing good press releases is just one piece of the puzzle, however. You must know how and where to place them and how to reach the influencers—and you have to know how to follow up, pitch and get interview requests. And, just like the punchline of a good joke, you have to time them perfectly.
Most people don’t know the first thing about press releases. In fact, the entire subject has been somewhat abused by traditional PR companies. Their wishy-washy way of doing them has missed the mark of what a press release is supposed to do.
My name is Karla Jo Helms. My agency, JOTO PR does the opposite of traditional PR. We specialize in Anti-PR. In other words, we deal in hard-hitting and measurable PR. Nothing wishy-washy about our brand of PR. Unlike traditional PR, we get ROI. In fact—we don’t call press releases by their old name—we call them news releases. We create news—your news.
I’d like to share with you a touch of how we achieve results with press releases with Anti-PR.
Anti-PR consists mostly of earned media and influencer exposure that creates trust and confidence with your potential audiences—and causes journalists to want to know more.
A good news release will disrupt the news cycle. It will contain compelling content that gets attention when published in the right media outlets. Here’s some tips on what to do.
- Understand the Media
The most elementary rule for good content of a news release is don’t talk about your business—rather talk about the concerns of the audience that will be exposed to the news release. Address the problems your targeted publics are facing. Become the solution to those problems.
The media wants news releases that offer quality content that speaks to their audiences that eventually helps them sell advertising. Easy to say, not as easy to do.
Each media source has different expectations according to their audience’s needs. Thus, when constructing a news release you must know the needs and wants of the media source you will be contacting. There’s no short cut to this. This is hard journalism 101 work.
- Make “Friends” with the Media
NOTE: We don’t really make friends. We help them do their job—better, faster and easier. In this business, it is ALL about “what have you done for me lately.” It takes homework. You shouldn’t do a broad shoot— like find a junk list of media companies and send your news release to all of them. That’s a waste of time and resources. And it pisses them off. You must identify the publications and outlets that are best for your story
You must watch their shows, read their publications, look at their ads, discover what is of interest to them and the people that listen to, or read them, as well as the feedback of their audience in posts and blogs. This is how JOTO PR has been able to form relationships with thousandss of high-profile media outlets, on a daily basis, such as:
- The New York Times
- Network World
- USA Today
Just to name a few.
- Form a relationship
You want to form relationships with media sources? Get to know them. There’s no substitute for this. After 20 years in the PR business I am on a first name basis with many media outlets. They know and trust me and my Media Relations Specialists, as I do them. The relationship must be mutually beneficial. You help them. They help you.
If their publication does not align with your company message, then move on. However, if it is a fit, then you should impress upon them how their audiences would benefit from the content of your news release.
The ticket is to show interest in the media’s audience. Exhibit benefit. And most of all make your content interesting and newsworthy—their job is not to promote your company. If you try to get them to do that, be prepared to be blacklisted.
Again, what I’ve outlined here is not traditional PR. This is Anti-PR.
Effective Anti-PR comes about by creating good relations with journalists, influencers and key opinion leaders. With these relations established, and in essence endorsing you through quality news you are providing, the fire has started that will boost your brand, create goodwill and increase your bottom line.
I invite you to get to know us better by visiting jotopr.com
Or Contact: JoTo PR for a Complimentary PR Consultation
You can also learn more by getting a copy of our ROI eBook.
Chief Evangelist and Anti-PR Strategist
JoTo PR Disruptors
DISRUPTION | EXPOSURE | INFLUENCE