Recently I’ve had a few people ask me about Publicity and if they should do it themselves. I find that I answer both yes and no, depending on the person. Many people talk about how publicity is ‘free’, except when you pay over $1000 for a company to do it for you.
So, how do we do it ourselves? Simple really- there are heaps of media release templates on the web- microsoft office online has a few for a start. Then do a search. Many of these are free and will give you an idea of how to structure your media release. If you don’t feel confident in writing your own, outsource this- find a copywriter who can do it at a much cheaper rate than a media company.
Then research where you want it to go, ring up and ask who to send the release to. The best process to use to achieve top results is the phone, send, phone approach. Phone the person whom you are about to email. Tell them who you are, and that you are sending a media release to them via email. Send the release and then follow up a few days later with another phone call- ‘just to check they got it’. This develops rapport with the journalist that you don’t get when you use a company.
On the flip side, if you don’t have much time, or really don’t even want to try your own PR, outsourcing to a company is a great way to go. Be careful though- thoroughly research the media company before engaging in any contract work with them. Find out what you are getting for your money. Ask to see some previous results- and actually contact those businesses to ask for their opinion. I’ve heard some horror stories about people paying in excess of $100 for a ‘media release’ that is only a couple of paragraphs- purely because they did not research the company prior.
Remember- publicity is only ‘free’ when you do it yourself!!
#1 by Megan from Imaginif on January 16, 2008 - 10:20 am
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Having a corporate blog has been terrific free publicity for Imaginif.
Skilled at writing media releases, my releases have not resulted in near the amount of journalist enquiries that google alerts have! Perhaps I’m a better blogger than media release writer…lol.
Thanks so much for joining the carnival of Australia. This is a great site and I will be subscribing to your tips.
#2 by Lily on January 20, 2008 - 12:27 am
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I have worked on both sides of the media – the receiver of Press Releases and the writer. Your quote:
“I’ve heard some horror stories about people paying in excess of $100 for a ‘media release’ that is only a couple of paragraphs – purely because they did not research the company prior.”, can be misleading. A good press release of five magnificent lines – right on target – is worth thousands of dollars, and very few copywriters can get start-up companies to understand this, or that they need to pay real money for one of the most important business-generating tools. On the other hand, I have cringed at long expensive Press Releases. If you are only paying $100 for a press release you are a monkey getting peanuts.A good writer/journalist will have been to uni for years, worked in Marketing/Advertising and will have up-close and pratical experience that could take you from zero to hero in one hot press campaign. It is about time Australians grew up and expect to pay for professionalism.
Any new business person who offers me $100 for a Press release, will get this advice free – think like a professional, use professionals, pay as if you are already successful and you will be!
#3 by Emma on January 20, 2008 - 2:56 pm
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Hi Lily,
I absolutely agree with you! What I was trying to get at with that comment is to watch the dodgy operators out there!! I’ve had enough people come to me and tell me how they were taken for a ride by some agencies, which I why I mentioned to check the background.
I also believe in the saying “you get what you pay for!” and yes, a well- written press release aimed at the right people at the right time can, as you say, take you from zero to hero!!
Thanks for your comments!!
#4 by Dale Gillham on January 23, 2008 - 8:30 pm
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Hi Emma,
I have to agree with Lilly here, but before I comment I would like to say your post had some excellent content and advice.
Now I only wish I could pay $100 for good PR. We have been using PR companies for over 4 years and we are now on our 4th PR company. Some we have paid $6000 per month others much cheaper like the one we have now. So expensive does not not mean good, but neither does cheap. Your advice on how people can do their own PR is great, and not to be rude to PR people but they need to sell the business/person they are working for, not just write a release. My experience is that many PR people are good at writing press releases but not good on the sales side of the business. The company we have now is brilliant as they just make the calls and sell. The results are that we are constantly in major daily newspapers every month. For example in the last 4 days I have had 4 journalists ring me for quotes or stories. So good PR is worth paying for, but if you do not have the money then learn how, as it can be rewarding. But you need to learn how to sell your business and that means constant contact with the journalists.
Dale Gillham
Wealth Within
#5 by James Outsource Force on May 13, 2010 - 9:34 am
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Hi, Emma I have one question and one request
)
I begin with question:
How can I get results and work reports? I mean, for example I ordered a press release and some PR options
Should They give me written reports or statistics or may be diagrams.
And request.
May be there are any lists of “dark press releases services?
Thank You in advance.