Like all functions of marketing, PR campaigns can have an immediate payout, but they are also invaluable as a long term investment. When first starting out, the best place to focus your time and energy is likely in your local market, where your business is based. This can lead to immediate awareness and credibility in your own town; and it is also slightly “easier” to book yourself, simply because the local media is more inclined to profile someone who is an expert in their own market.
That said, most people have longer-term investment strategies in mind when they begin a PR campaign. As you get some experience under your belt within your own market, you will want to begin strategically expanding to other local markets as well. Why? Because by making this investment to build your media profile, you ultimately can grow your business in the following ways:
- In order to get any national broadcast coverage, you will be asked to submit a reel of your previous appearances. A local morning show appearance is the perfect thing to include, preferably several appearances. With slight exceptions when it comes to breaking news, no national broadcast will even consider an expert until they have some local TV experience…unless, for example, you are a person somehow tied-to breaking news, such as if Tiger Woods is your client.
- Once you have a media reel, you can leverage this for paid opportunities as well. For example, let’s say you are a financial planner specializing in retirement strategies. A credit card company that is targeting the retiree marketplace could hire you as their media spokesperson and/or sponsor a series of webisodes. This gets you a.) a nice payment; b.) more exposure; and c.) your PR “pitching” is done for you at that point by the company that hired you. Current examples of this can be seen on a daily basis - Suze Orman partnered with a credit card company; then went into malls across America on a tour; and got an ABC World News story out of it. None of this happens without having previous media exposure.
- Local hits allow you to immediately continue to build your list.
- If you decide to publish a book, having had local media experience generally makes it easier to get future media interviews, ultimately reaching a wider audience. Having a media profile also allows you to potentially go the traditional publishing route via an outside publisher, as opposed to self-publishing.
Not to mention, when you do get on a national TV show, you will be extremely grateful for the experience you have accumulated in front of the camera. Nothing says, “It’s go time!” like having a camera pointed at you during a live, national segment!
Tags: dealing with the media, Jet set tips, pr takeoff, public relations, publicity, Regina Novickis, Stacey Johnes, Takeoff Tips