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Public relations sounds so easy in theory. Send compelling content to publications and journalists, and watch the leads roll in. However, if you’ve been in the marketing world for over a day, you know how hard it can be to get media attention, especially online.
The digital world is filled with noise. You’re not only competing for target audience attention with businesses in your industry but with businesses around the globe. As cited by BuzzSumo, a 2022 Cision survey of journalists found that nearly eight out of 10 received over 100 pitches weekly. That’s a lot of information to sift through! Fractl notes that 57% of publications receive as many as 500 submissions weekly. Again, that’s a barrage of incoming email messages, DMs, and phone calls to evaluate.
That’s the reality of modern media relations, and it explains why getting traction for your organization can seem tough as nails. Yet, it doesn’t mean you can’t move forward with a few strategies to rise above the chatter and get your brand noticed by media professionals. Taking pragmatic steps can allow you to get more bang for your PR buck.
1. Know the reason behind every PR campaign.
A good way to fail at PR is to start blanketing pitches to media people or to mass email generic press releases. Each of your PR campaigns deserves to be thoughtfully mapped out. This helps you understand (and be able to answer) the “Why?” behind what you’re doing.
A thoughtfully planned roadmap allows you to make sure you’re targeting the right outlets and professionals. It also keeps you on track regarding sending content and following up. Nothing could be more valuable to your PR success than documenting every initiative and sharing the documentation with applicable team members.
2. Think of PR as story-sharing.
Often, press releases have little oomph. Your job is to find the nugget of interest in wha… Read More
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