Microsoft’s first version of its Xbox gaming console sold out within 24 hours of being available in stores, and had an awareness rate among consumers around 88% percent two weeks before launch, and prior to the start of any advertising. And this was also before the use of social media as we know it today. The results were achieved almost exclusively through media relations.  Similarly, Zicam Cold Remedy flew off store shelves, selling out of every retail location within two days of receiving a front-page story in USA Today.

Now, both of these brands planned their PR campaigns around a major launch of a new product, with national distribution and months of planning. But this same “phenomenon” of reaching clients and generating sales through public relations can easily be replicated on whatever scale fits your business.

Following are some of the direct and indirect ways in which your PR can be leveraged to bring in new clients:

• The first way is to simply let the media coverage do the job of leveraging for you, as it instantly drives new clients to you because they saw, read or heard about your book, product or service.
• Send out a mailer or email highlighting your press coverage to prospective clients, as well as to your own list, to convert those merely following you to become those now purchasing from you. The credibility the media coverage offers may be just the incentive - or reminder - that they need to buy. And, no matter how well YOU promote your company to target clients, having the media do it for you gives it that much more impact.
• Highlight your media results on your website. Now, when people visit your site, or someone new finds you through an Internet search, you are no longer a “generic” company - you have the (implicit) endorsement of the press that you are among the best in your industry!
• You just never know what other opportunities, deals or partnerships may be leveraged through the mere act of “being seen” in the media. One of our clients was recently on a local television morning show. She hit it off so well with the co-host of the show, she was subsequently invited to speak in front of an audience of 500 women, to an organization with which the co-host is involved. Not only is our client getting the additional exposure to a large (and new!) audience of potential clients, but the organization is purchasing copies of her book for all the attendees, putting a nice chunk of change in her bank account.