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Entries in Media (3)


Media, Bloggers + Getting Coverage 

The Top 10 Things to Remember

  • Public Relations is a critical marketing tool that can be utilized for free. Do not underestimate the power of editorial content when exploring advertising options. Oftentimes, articles, news stories and blog posts can be much more effective at driving attendance and sales.
  • Traditional journalists and bloggers operate differently. News reporters have more stringent deadlines and are often more formal than bloggers. On the other hand, bloggers are more casual and often cover more of a niche audience.
  •  The term blogger is loosely defined. All media outlets now have blogs, some people blog professionally, and some blogs are written by the mom down the street. The amount of educational training rarely determines a bloggers success.
  • News reporters do not accept payment for publishing editorial content. Bloggers do. It is common practice for bloggers to publish sponsored, advertorial posts simply because of payment.
  • Press releases and pitches can both be effective methods to get coverage for your event. Releases are more formal, formatted in a certain way, one page long and contain specific elements. Pitches on the other hand, are more conversational and shorter. Pitches can be done over the phone or via e-mail.
  •  Journalists and bloggers alike will be more gracious and likely to respond to your requests if you’re good at giving them what they want. It’s better to provide too much than not enough. Make sure they have every link, photo, keyword and resource that they might need to write the content desired.
  • Concentrate on what sets you apart. Journalists and bloggers do not want the same cookie-cutter story week after week. Show them why you are unique; show them why you are different. Be creative and consistently work to incorporate new ideas into your events and your pitches and press releases.
  • Research the publications you’re targeting and be sure that you’re approaching the right people. Lifestyle reporters, business writers, community calendar organizers all may be great contacts. However, at different publications things may vary. Pay attention to who writes what and when.
  • Timing is always important. Be sure to solicit coverage in a timely manner before an event and be sure to follow up on the initial contact whether or not you’ve gotten a response. If you receive coverage, be sure to also follow up with a thank you shortly after the event.
  •  Always be aware of the necessity of relationship building. The goal is to build rapport with the bloggers and journalists. When you have an existing relationship it is much easier to approach them for favors in the future. And, when they feel like you are a reliable source they are more likely to cover your events.

Good luck!


Wind Up, Release, Pray & Follow Up:: Pitching Your Products to Holiday Gift Guides

We are quickly approaching the most critical part of the year for your product-based business; the holiday season! Typically, this time of year can make or break a company’s bottom line for the year. So, how can you take advantage of the hundreds of holiday gift guides that will be floating around in the months to come?

If you subscribe to HARO, you already know queries for holiday gift ideas have been swarming for weeks, maybe even longer. Some publications are already finished putting their guides together, but many are still working on them. Of course, you can hire a public relations firm to help you do the pitching. Or, you can attempt to save a good bit of money and do it yourself.

Here are some tips that will increase your chances of being included: 

  1. Timing is everything! If you see a HARO query, you know they are still looking. Otherwise, it’s wise to pitch early. Many magazines work sixth months in advance of printing, newspapers work on average 2 months in advance and TV, Radio and bloggers generally work a month or so ahead.
  2. Pay attention. Make sure you aren’t pitching your baby apparel to a technology gift guide. There are gift guides for nearly every segment of the market and many that contain various categories. Be sure you pitch something appropriate or you will just end up looking silly.
  3. Dust off your press kit. Now is a perfect time to put that press kit to good use. {We recently talked about how to put one together.} This is the perfect opportunity to showcase your company, your products and what you have to offer. For holiday gift guides, editors will be especially interested in your high resolution images!
  4. Make yourself stand out! If you have a celebrity endorsement, or media sighting of them in/with your product, use that in your pitch. If you are donating a portion of holiday sales to charity, mention that! If your products have been picked up by a chain of retail stores, tell them.
  5. Don’t forget to follow up. A friendly e-mail reminding them of what you sent could make a big difference. As always, there are no guarantees, but if you present yourself as professional and easy to work with you can’t hurt your chances.

Good luck! I want to hear about the holiday gift guides that you’ve scored placement in!

Holiday Gift Guide pitching is time consuming and can prove difficult. That is why Market Mommy has created our own guide. You can feature your business for as low as $25 and get lots of exposure. Visit our Holiday Gift Guide page for all of the details. Hurry, early bird pricing ends Oct. 1!


Press Kits 101

Do you have a press kit? Do you sell a product or service? If you have a business, big or small, but don’t currently have a press kit, you should seriously consider creating one! No matter its format, it’s one of the most important pieces of your marketing plan. I advise my clients to create one and work to keep it up to date.

Basically your press kit {also called media kit} should be a vehicle to share more information about your company with the media, potential customers or investors. It should be attractive, attention grabbing, and interesting enough to make them want to contact you for additional information.

There are many formats that you can use. There are services that allow you to create an online, web based kit, or you can put everything on a DVD or you can create the tried and true hard copy. Regardless, there are some crucial elements you should always include.

Background Info:: Write a letter introducing your company, yourself and the history of your business. Be thorough but interesting. List out what you’ve included in your kit and tell them why it’s of interest to them.

Product Info:: If you have a catalog, include it. If you have a brochure, include it. Include details about the products and/or services that you have to offer. The more attractive your product info is, the better.

Press Releases:: Include recent news about your company. Be sure to include any press releases that you’ve distributed related to new products or advances at your company. News articles or instances where your release was picked up and published in the media are also great.

Images:: You should always include high resolution images of your products and logo. Media are more likely to use your pitch if it comes with strong visual images. Your changes of attention-grabbing are much better if you can show off your products with high quality, professional artwork.

Miscellaneous:: There are many other things that you may want to include, if you have them available. Order forms, recent press coverage, frequently asked questions, testimonials, samples and upcoming events are always good to include.

Creative Packaging:: Now that you’ve gathered all of your press kit items, it’s time to package them. You are trying to stand out among the hundreds of other press kits arriving on media professionals’ desks daily. So, how do you do it? Think outside the box. Forgo that plain folder for a personalized graphic one. Or, incorporate your sample into the packaging. Sell coffee? Send everything packaged neatly in an oversized mug. Send information about your hair bow business in a package wrapped with one of your handmade creations. The possibilities are limitless, don’t overlook the importance of the first impression your packaging will make!