A longtime client comes to us every spring and summer for PR as they have a highly seasonal business. This year, their brand new Marketing Manager asked us why we’re able to get more coverage for them than they can. (think The Today Show, Associated Press, KTLA-TV in Los Angeles, Businessweek Magazine, USA Today - that stuff.) Good question! It comes up a lot. What can we do for a business that the business can’t do for itself? Let us count the ways…

1. Connections & Contacts
We know the right people at the right places to cover your story. Whether it’s a booking producer at a national morning show or an influential blogger, we work on a daily basis with top media outlets in an array of industries. Do you?

2. Managing the Message
You may be too close to your business to see the forest through the trees. What really is your message? What best describes how you differ from your competitor? A smart PR firm can help you craft the right content for the public.

3. Savvy Storytellers
We have the skills to create a story that will get the attention of the media. You may know your business better than anyone, but do you know what’s newsworthy about it? As former reporters, anchors, producers and writers, we know news!

4. Full-time Follow-Up
The PR opportunity doesn’t end when the reporter says she’s interested. There is a tremendous amount of follow-up required to turn initial intrigue into an actual feature. The PR process is a full-time job. Business owners who think they can do PR themselves are already juggling many other plates. Can you afford to put them all down?

5. PR Perception
It’s the reason celebrities have Publicists. There is something more powerful about someone else representing you to the media, pitching your story, booking your interviews, and handling PR. Conducting media outreach on your own behalf can read a little desperate.

I’ve blogged before about do-it-yourself PR and certainly encourage those who can’t afford a good firm to try it. There are things you can do to get your business some great exposure, and certainly some PR is better than none. But there is value to hiring experts to handle it for you.

Ann Noder
CEO/President
Pitch Public Relations

PR is more art than science.

One of our clients was recently featured by top national magazines including Woman’s World and All You. The product was also showcased on TV in the #3 market in the country , Chicago. Not to mention all the other features. Yet, the story that sparked the most sales was a write up in The Oregonian newspaper. Go figure!

With any campaign, there is experimentation in the beginning to see what messaging resonates the most with the media. Beyond that, what hits work the best for the client. In some cases, products translate better on TV than in print. With other businesses, specific market coverage can be key.

To get maximum exposure, we put together comprehensive campaigns that target all mediums – print, broadcast, electronic – with varied angles and stories. Once we pinpoint the best markets and outlets, we’re able to direct our focus on the most meaningful press moving forward.

Sometimes businesses make the mistake of being too narrowly focused on getting one specific newspaper or TV show. In the process, they overlook other opportunities. A local story can be more thorough and detailed than national. Magazines have the benefit of being evergreen. They remain relevant and are often continually read months after they come out. TV has the power of visual. Online features are typically the quickest to post and help with search engine optimization and driving customers. Get it all, and you strike PR gold.

Yes, PR is more art than science. Then again, it can also be highly predictable. When our clients were featured recently by Today Show, Good Morning America or Fox & Friends – they sold out!

Ann Noder
CEO/President
Pitch Public Relations

Resolve to make PR a priority in 2012?

The experts at Pitch are sharing our savvy secrets in how to go about getting your business in front of the media- and what must be done before you even begin pitching.

· Ready your website.

In every aspect of business today, a live website is essential. Make sure your website is active and updated regularly as you begin pitching media. As media receives your pitch, they will need a website to visit in order to visualize what you’re presenting to them. You want this first impression to be a good one, so spend the necessary time in creating an impressive website.

· Be ready to show your stuff.

You must have collateral for media. As you pitch and generate media interest, many will want to review your product in person so you’ll want to be sure you have enough samples on hand to send upon request. Also, editors will need photos that are high-resolution. This should include a variety of product images, headshot, screen image, etc.

· Use Social Media Wisely.

Facebook and Twitter are excellent tools to get the name of your company in front of as many eyes as possible. However, if your social media pages aren’t managed frequently, consumers could see your business as not current or relevant. So be active and up-to-date with your postings in an effort keep your readers/followers engaged.

· Target the Right Market.

Generating random media coverage that’s not beneficial to you is a waste of your time and money. Fine tune what’s going to be meaningful and take advantage of the best press. Before you get started, determine who your buyer is so you can go after the right audience. Also make sure you are targeting the right contacts at media outlets because they all have their specific editorial mandate.

· Perfect your Pitch.

Be clear in your messaging, but tailor the pitch to hit the sweet spot of your targeted media. Offer specific product details as they relate to their audience in an effort to hook initial interest. If warranted, a press release can be used for a major announcement such as a business or new product launch. Press releases are best used to supplement a personal pitch or offered upon request.

Best wishes for a happy and prosperous New Year!

Melanie Anderson
Publicist

So you’re an expert, now what?

You’ve had that “eureka” moment, you’ve researched, networked and with hard work and perseverance you’ve created a business! Now you’re an expert voice in your industry. You have information to share with your colleagues, other businesses, consumers, and the entire world! Here at Pitch PR, experts are a specialty of ours. We frequently represent experts in many capacities including authors, lifestyle experts, parenting experts, schools, business experts, inventors and many more. So how should you get the word out there that you are indeed an expert? How do we prepare our clients for press once an expert campaign launches? How should you, the expert, prepare as a media campaign begins?

Explore your local market – It’s a smart idea to tell your local market it has a resident expert! Once you have solidified yourself as an expert in your local media, it opens doors when the national launch takes place. Now you can be touted as Atlanta’s premiere expert, [insert name here]! Such recognition will make a difference when we are pitching and it will lend credibility to your name and business.

Use Social Media and Press Pages – With the hard work behind you, it’s time to toot your horn and show the world your work. Tweet, Facebook, create a press page on your website…yell from the mountain top! Tell everyone that you have something to say and to offer. It may feel awkward to do so at first but showcasing your efforts will help alert people that you are there. Send out a beacon in any way possible.

Prepare for National press – As your credibility and recognition rises, the national press may take notice and want to feature you as an expert. This is the big time. This is your chance to show the nation that you have something to offer. Before launching on any national level, you must have your messaging clear, concise and memorized. What makes you unique? What do you have to say that is of interest to the country? What exactly sets you apart from the other experts out there? It is time for your confidence to shine!

Clear your calendar – The media often works with only one deadline – Now! When press calls in response to media outreach, they will often ask for interviews via email or phone. They may even want you to fly to a studio for a live appearance. The key here is to be available and prepared at a moment’s notice. Be ready and prepare for that well deserved spotlight!

Kirstin Robison
Publicist

Happy Thanksgiving from all of us at Pitch Public Relations. Once again this year, we’re thankful for all the amazing companies who have turned to us for publicity.
Finding the right PR firm can be a daunting task.

Yesterday, I was the guest presenter for Count Me In For Women’s Economic Independence’s Webinar on public relations. I was asked by one caller how to go about finding a good PR agency. Unfortunately, too many times companies pick a firm that doesn’t deliver and feel “burned” by the process.

Businesses have an array of options from local freelancers to large agencies and everything in between. If you’re ready to hire a PR firm, consider these tips:

1. Assess your needs. Do you need business-to-business exposure or consumer coverage? Are you in need of mainstream media (magazines, TV, etc.) or social media (Twitter, Facebook?) Are you interested in creating a press kit and press releases? Are you strictly looking for pitching services (pitching your story to the media?) Once you determine what your needs are, you can better find a firm that specializes in those services.

2. Ask around. Inquire with other businesses and friends who may have used PR agencies in the past. Who has a good reputation for success? Get referrals.

3. Do your homework! Google a prospective agency to find out what information is out there on them. Check out their website, Facebook page, Blog, Twitter. Get a feel for the agency’s work and style.

4. Be clear in your Expectations. Talk with your PR firm about what you want to achieve. What are your goals going in? Be upfront and specific.

5. Ask the Right Questions: What is their experience in your industry? Who are their best media contacts? What recent successes can they point to? What is their approach? How will they execute a campaign on your behalf? Do they want to work with you? Why?

6. Provide Materials. Arm your PR firm with information, photos, product samples. Be readily available to answer questions and conduct interviews.

7. Be Realistic. No matter what agency or PR representative you go with, chances are you won’t get booked on The Today Show the next day! It takes time for a PR strategy to be executed and for stories and coverage to come to fruition. There’s some experimentation with the messaging and outreach to find the right formula for success. News outlets have editorial lead times and a campaign is a process that requires some patience.

8. Be Open. Nobody knows your business better than you. But that doesn’t mean you know PR. Once you find a good firm, trust them to direct you to the right strategy and allow them to work their way. Don’t discount a seemingly small opportunity. A small newspaper story can get picked up by a news syndicate and go national. An influential blogger can go viral. Be open to ideas and possibilities.

Thank you to Count Me In for inviting me to share tips and insight to their community yesterday. I hope all the women-entrepreneurs who were listening got some great information to help in their PR efforts.

Happy Thanksgiving!

Ann Noder