Although I understand the necessity to handle this “earned” channel as part of your marketing strategy, I must confess that PR is out of my expertise.
These are my key takeaways from this great masterclass:
➡️𝐃𝐨 𝐲𝐨𝐮𝐫 𝐡𝐨𝐦𝐞𝐰𝐨𝐫𝐤𝐬 𝐟𝐢𝐫𝐬𝐭 – go through a deep and detailed digital audit to 𝐟𝐢𝐧𝐝 𝐲𝐨𝐮𝐫 𝐩𝐞𝐫𝐟𝐞𝐜𝐭 𝐦𝐞𝐝𝐢𝐚. As for any marketing strategy, the secret is to 𝐟𝐨𝐜𝐮𝐬 𝐨𝐧 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬. In the case of PR, what media do they like and enjoy?
➡️ 𝐁𝐮𝐢𝐥𝐝 𝐚 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐣𝐨𝐮𝐫𝐧𝐚𝐥𝐢𝐬𝐭𝐬 that are aligned with your product/service. Follow what they write, understand what their topics of interest are, comment when you like their articles, …
➡️𝐅𝐢𝐧𝐝 𝐲𝐨𝐮𝐫 𝐮𝐧𝐢𝐪𝐮𝐞𝐧𝐞𝐬𝐬 and tell your amazing story. Think of your “why”.
➡️ When you finally pitch, 𝐝𝐨𝐧’𝐭 𝐛𝐞 𝐚𝐟𝐫𝐚𝐢𝐝 𝐭𝐨 𝐬𝐞𝐧𝐝 𝐦𝐮𝐥𝐭𝐢𝐩𝐥𝐞 𝐟𝐨𝐥𝐥𝐨𝐰𝐬-𝐮𝐩𝐬!
➡️ 𝐀 𝐏𝐑 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐦𝐮𝐬𝐭 𝐛𝐞 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐚 𝐦𝐮𝐥𝐭𝐢-𝐜𝐡𝐚𝐧𝐧𝐞𝐥𝐬 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡. Don’t forget that your media coverage is part of your marketing funnel. Your social media/website/newsletter/blog must be set to get your customer throughout his journey to purchase your product or service.