Stop me if you’re heard this one – the press is dying. Newspapers are closing, television news is so 2000, and social media is the must have for a successful small business.
To paraphrase Obi-Wan Kenobi, this is all true from a certain point of view. While traditional news seems to be going the way of the dodo, a 2018 Pew Research survey found that two-thirds of American adults use Facebook and one-quarter of Americans use Twitter.
But here’s the kicker: what do you put on that social media? What added value can your Facebook post or Tweet bring to your company? If you’ve recently been quoted in a newspaper, appeared on a podcast or radio or TV program, or had a thought leadership opinion piece published in a publication such as Home Business Magazine, suddenly there is a lot more value in your social media posting.
This is just one of the ways that press and publicity are powerful weapons in your branding arsenal. Marketing helps your customers or clients know your product or service; branding helps them know you so that when a crisis hits your company, you’re protected.
In other words: the goal of branding is to make your company fireproof before the fire starts. Getting into the press is a great way to do that.
Here’s an example. When a government agency was badgering the owner of a well-branded and successful company, the owner took two steps. First, he had his attorney send a strongly-worded letter to the agency. Second, he went on several radio programs within his target market’s listening region and addressed a topic which is boring to most of us – workplace safety.*
The hosts loved it. And the agency was never heard from again.
Media placements are also a great way to reach discriminating target markets. Anna Light, owner of Inner Loop Design, told me she recently opened a new branch of her business. Her clients typically spend $50,000 to $250,000 on interior design projects and own homes worth more than one million dollars.**
Social media would probably be very time-intensive and yet would also likely bring few clients. However, a profile of her company’s work in key publications would bring tremendous credibility for her business’ new branch.
One of the best things about press and publicity is that there are low barriers to entry. Most media outlets crave uniqueness and exclusivity. If your company is providing a service or product to your target market, there is a press outlet for you.
You just have to find it.
Once you’ve decided to use press and publicity for your company’s branding, your next step is to get gatekeepers on your side. These are the producers, reporters, editors, hosts, and others who decide what to put in front of their readers/viewers/listeners. Anyone who wants press and publicity has to discover the following:
1. To what media outlets are their target markets/potential clients paying attention?
2. Who are the gatekeepers at those media outlets?
3. How do you get the attention of those gatekeepers?
4. And, last but not least, what topics are valuable to those gatekeepers?
Then it’s off to the races! No matter what you do or who you serve, find the angle. If you raise puppies, get them on TV and talk about how you put healthy pets in happy homes! If you run a food truck, give a food critic an exclusive chance to review your best dish.
Time your publicity to your business cycle. Christmas-oriented companies aren’t very interesting in June. Parents pay more attention to back-to-school clothes in August than in December. A tax preparer’s opinion is worth exponentially more in March than in May.
Think outside the box. If you run a community theater, co-brand your newest play by holding it at a hospital…and then use the hospital’s media megaphone to get coverage. If you’re a personal trainer, run an outdoor workshop in June in a popular location – and get a local media outlet to record it via livestream. Likewise, if you’re a musician putting on a concert.
Remember: the goal of branding is to build your business by making it fireproof. Using press and publicity to tell your clients about the “who” behind your marketing gives you a great image before you need it, makes you money, and prevents a challenge from becoming a crisis.
*This business owner also serves as an adviser to my company, Proven Media Solutions, and is my father.
**Ms. Light and Proven Media Solutions are in initial discussions for potential client work.
