Public relations can make all the difference in growing your business. But if you do not have a well thought out plan and understanding of your brand before launching into media outreach, you may sabotage yourself before you even get started. If you have a new product coming out, anticipate that once you start pitching it to the media they will request samples to try it out first hand. It is important to budget for this and make sure that you have enough product on hand to send out as media interests come in. The larger the gap between when the interest comes in and when the media rep receives your sample the more likely they are to lose interest.

Just as important as being able to speak to your strengths in public outreach is having a real grasp on your weaknesses and knowing how to answer questions about them. Anticipate the types of questions and criticisms you might face from the media and have your answers ready to go. The media operates on a very fast paced level and if you are not prepared to get them answers quickly you will miss out on important opportunities. If you have a high-end product you should anticipate that the media will ask you why it is more expensive to a similar product on the market. This can be an opportunity to turn a negative into a positive. Be prepared to explain what makes your product worth the extra cash. Is it made of higher quality materials which means it will hold up better and last longer? Is it handmade, rare or limited in availability? Is it more expensive because a percentage is donated to charity? Anticipating negative feedback before you begin will also help you rule out certain outlets that are not a fit for your product.

Knowing how to communicate with the media can be tricky which is why it is a good idea to bring in a PR agency and let the experts handle it. Public relations professionals are well versed in fielding media questions and so are familiar with the types of questions the media might ask, and more importantly prepared to answer them at a moments notice.

Jackie Copp
Publicist
Pitch Public Relations

This week, our team scored an excellent Mother’s Day gift round-up segment in Phoenix on Sonoran Living. This popular local daytime TV show airs on ABC 15.

I did a show-and-tell of six Pitch products that make unique gift ideas for moms. It sure was fun to get back to my TV roots and great exposure for our clients.

Product round-up segments have become very popular on TV shows across the nation, from national morning shows like Good Morning America and the TODAY show- to local stations like ABC15 in Phoenix. Producers like the idea of showcasing an array of finds under one theme. It’s less commercial than showcasing one product and makes for a visual and informative segment for viewers. You’ve probably seen a lot of these without realizing it – great gift ideas, green products for Earth Day, smart kitchen gadgets.

Jill Martin, contributing editor for US Weekly, often hosts these types of segments on the TODAY show where numerous Pitch clients have been featured. Tory Johnson is the consumer expert for Good Morning America. Just a few months ago she hosted a round-up of mom-invented products.

The producers of the show are looking for truly innovative products that can make a great visual on air. Vibrant colors and patterns look great on TV too. Now, we’re working on upcoming round-ups for other themes including Father’s Day, Family Summer Travel and Back-to-School. Does your product fit in? These round-ups can be a great solution for TV exposure.

Andrea Toch
Publicist
Pitch Public Relations

The “Gotta Go Get That” reaction: In an instant-gratification society made up of countless online shoppers, this is a common and exciting reaction to media coverage. This is when a consumer reads a feature about your product in a magazine or sees you interviewed on your local TV morning show, and immediately goes to a store to purchase or shops online. This is the fastest and most ideal response from a business stand point, but it’s just one…

The “Oh Yeah, THAT” effect: This happens when a consumer is leisurely shopping, sees your product on the shelf, and remembers reading about your brand weeks ago. She decides to make the purchase based on that previous exposure. The more coverage your product generates, the more likely consumers will recognize your name when they least expect it. As we always say in the industry- “the more press you get, the more press you get…” This kind of domino effect- when one feature leads to another, and another- helps build your brand’s name and gain momentum in the minds of consumers.

Buyer/Retailer Success: If you are a manufacturer and you have a product in retailers, you have the power to help move it off shelves. Whether its national coverage or local only to markets where your retailers are based, PR can help drive those sales leading to re-orders from retailers.

Dangling the Carrot: As you are trying to get retailers or investors, use the news! Media coverage is an impressive tool to show off to potential partners. They’ll be excited to hear you bragging about the great buzz your product has generated. Exposure can help start-ups and businesses earn credibility and gain funding.

The power of PR comes in many forms- from the ideological Today Show effect that results in immediate sales, to the long term success that can come from building steady buzz. Either way, media coverage can be your greatest ally, sure to greatly benefit your business.

Melanie Anderson
Publicist

Pitch follows boards that inspire us – magazines, newspapers, websites, writers, authors and clients. Media outlets are hopping on the bandwagon and creating accounts on a daily basis. One of our favorite sites, DailyCandy.com, announced today that they are now on Pinterest (http://pinterest.com/dailycandy/). Look for your favorite publications – it’s great to see what inspires the media and to keep on top of trends.

Pinterest is a great outlet for public relations. We use photos and descriptions to highlight what makes our clients visual – and media outlets are re-pinning for their fans. Our boards are currently showcasing our latest clients, hits and tips. Come find us on Pinterest – http://pinterest.com/pitchpr/ We look forward to seeing your boards!

Kirstin Robison
Publicist

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

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

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

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

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

Just as our personal relationships enrich our private life, it’s also important to be mindful of the media relationships we foster on a daily basis. Editors receive hundreds of email pitches a day, most of which might be quickly deleted. So how do you spark a connection with the media- and maintain that connection- to ensure your emails aren’t passed over? Nurturing a work relationship isn’t really that different than say, marriage. If you look closely, you’ll see some of the same rules apply…

· Respect their Interests: You wouldn’t take your vegetarian husband out for a steak dinner, right? So don’t pitch an editor off beat! A home editor doesn’t want fashion pitches and a fashion editor couldn’t care less about a parenting pitch. Be familiar with your targeted media before you pitch. If you’re unsure that something might be of interest to them, just ask in the beginning of your pitch. That way, they’ll know you’re being mindful to them personally and not blindly pitching.

· Don’t Take Them For Granted: Just because an editor expressed interest once, by no means does that open the flood gate to pitch them anything and everything. Also, if an editor is interested and requests a sample or more information, doesn’t mean they committed to featuring you. Be sensitive to that as you follow up to gauge editorial plans.

· Compliment, Comment, Communicate: My personal 3 C’s for married life are pretty basic and also resonate when working with the media. Read their features and if you liked a particular story, send a quick email to compliment their writing, comment on their blog posts, follow them on Twitter, like them on Facebook. You get the idea… expand your communication beyond your pitches.

· Be Considerate: After an editor has expressed interest in your pitch and requested a sample, more information, or images, take time to follow up with them- and not just to find out if your client is going to be featured (you can quietly cross your fingers for a while). Instead, follow up soon to confirm they received the sample or if the additional information you provided was adequate. A quick little follow up can go a long way.

So take this month as a timely reminder to develop relationships with your media contacts. Much like marriage it takes time and effort, but the result can be pure PR bliss.

Melanie Anderson
Publicist