Every brand can score big, good publicity – and I mean every brand.
A seasoned public relations professional told me that when I was just a baby – 19 years old – starting out in the public relations (PR) game.
I was skeptical, but after almost ten years of pitching everything from toilet paper to international orphanages to residential contractors, I can attest that yes – every brand (and I mean every brand) can land big publicity.
A common misconception among entrepreneurs and professionals is that there isn’t anything interesting about them or their organization that would garnish any publicity.
Let's look at a few essentials today's organizations need to land big PR:
Finding the Perfect Pitch
The perfect pitch is often just right under our nose.
I’ve pitched everything from interesting office pets to corporate recycling initiatives to a CEO’s dance moves to the history behind turn of the century office buildings. You’d be surprised at how many interesting facts and organizational advantages those “down in the trenches” tend to overlook.
Given the majority’s established biased of “there’s nothing interesting about me”, it can be extremely helpful to get a couple outsider’s perspectives about what makes you or your company unique – your hidden competitive advantages.
Recruit a small focus group (okay, fancy talk for your friends and fam) and ask them “what are the three most interesting aspects of [my] organization?” When facilitating the discussion, don’t let them think too long about their responses– encourage them to just shoot form the hip.
Here are a few questions to get the “what can I PR” brainstorm going:
The "Secret" Lies Within
Clients often tell me they can’t do PR until they are “good enough” or “at least as good as Company X”.
That’s simply not true.
One of the key components of publicity-worthy material is that it’s unique – it’s not like Company X and those distinctions are often what makes it so great to pitch.
When you hit the “I’m not good enough to land press” wall, concentrate instead on what makes you or your organization unique? By focusing on your organization's competitive advantages, you'll be able to unlock your organization's "secret sauce" when it comes to pitching potentials.
PR: the Second Cousin to Sales
PR is all about connections – but not the shallow, spammy used-car-salesman techniques we all hate.
PR is about real relationships and those don’t happen overnight.
Given that PR is so similar to sales, and that you may be stuck selling yourself (like with a personality-driven brand), some find it easier to work through a PR consultant.
As a PR Consultant, I’ve had the privilege to work with many clients that just (seemingly) couldn’t break through the PR scene until a third party got involved. Then they started landing media ops like crazy.
Most public relations professionals have an extensive network of established relationships – much greater access than most entrepreneurs will start out with. These specialized professionals work with the media on a regular basis and can often identify unique advantages and powerful pitches involving your story in a more objective manner.
Ready to pitch?
Every brand can land big publicity, it just takes a little creativity, a lot of effort, and the right strategy.
When faced with the “I can’t land headlines” syndrome, consider bringing in third parties, whether it’s simply an informal focus group or public relations consultant. Having a more objective perspective on what makes your career or company unique can yield dividends in the long haul.
About Hannah Becker:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.