There is something very powerful about a well-told story. Stories make information memorable and build trust. We lean toward someone when they offer to tell us a story and that’s why basic public relations efforts can yield very positive results by inviting people to “lean in.”
Have you ever noticed a business being celebrated on local news or see their product or service championed by a celebrity influencer and wondered: How did that happen? How can I do that? Small businesses often dismiss building PR into their marketing mix — mostly because it can feel a bit overwhelming. I’ve been working with large and small organizations across a dozen sectors to build brands and create connections and I have always believed PR and the stories they can share are the best possible way to strengthen their brand. The story creates a connection between the listener and the information, making it so much easier to remember or to base an action on.
So, whether you’re global or local, try these five simple strategies to generate your own publicity and positive attention without paying for an expensive public relations or marketing agency.
Media Defined
First, let’s look at the three types of media.
Owned media: Your website, social media feed or traditional research papers. This could include how-to materials, beautiful images, recorded webinars you’ve hosted or trade-show videos posted on your social media accounts. Make it shareable.
Paid media: Traditional advertising often referred to as time and space. Facebook ads, event sponsorships, broadcast ads and print media. All come with a price, but do offer useful analytics about the types of audiences they reach and help track conversions and sales.
Earned media: Here is the sweet spot for creating interest in your company, products and/or services. These are stories all about you and yours. This requires commitment and a plan to get your desired outcomes.
Five Strategies
Here are five essential PR strategies to try — even with a small budget.
Tell stories. Storytelling is the foundation for PR on a shoestring. Talk to your front-line staff or ask long-time customers, not for testimonials, but stories. Human beings are hard-wired to pay attention when we tell a story. Remember: What makes a story most engaging is often the hero’s journey. Big dreams, massive obstacles faced, success. Think about an opening to grab their attention. (“Once upon a time” is taken.)
Be curious. Don’t send out a media release and expect results. Build relationships with writers, editors, journalists, producers, podcasters and show hosts you listen to yourself. Contact them and ask them questions about show themes and story ideas. Make sure you make it clear that you actually know what they cover. Keep notes on possible ideas for them.
Keep them interested. Writing in active voice makes things exciting. You know what’s boring? Any content that sounds like that one teacher in high school who could put you to sleep with their first words. How to spot passive voice? When the sentence puts the subject last. Think about this example, “The boy rides his bike” versus “The bike was ridden by the boy.” The structure in the second sentence made the action less important and, yes, made it boring. Best advice here is to ask for honest reviews of any stories you want to share and, if they aren’t boring, pitch to those editors and journalists.
Identify the audience for your story. They may not be your customer, but someone your customer trusts. By connecting to their world, you are inviting your potential customers to get to know you through a mutual friend. This is especially true with online content creators, podcast hosts and digital magazine editors who are hungry for interesting, helpful or entertaining content. Their audience can be yours. The important part here is to spend a bit of time asking your current customers where they get their news and information. Then have one or two team members check out those channels and see if there is an opportunity to tell a story on their podcast or show. Local news? Focus on community work?
Be a community champion. Strong relationships with not-for-profit groups can be leveraged in a way that benefits everyone. Why did your company choose to support a specific charity or project? What was accomplished as a result of your support? How do your employees get involved and how do they feel about the contributions they help to make? All of these short but powerful stories can be posted on your owned media and shared across the active partners. Searches online will find a company that gives back to the community. This builds reputation and credibility. Traditional media often use social media as a source for story ideas themselves so this strategy makes a lot of sense. If you are already actively supporting a charity, talk to them about amplifying your support. Authentic, feel-good stories are one way to reach new customers and clients. Being a good citizen is showcased on your channels and shared by all those who support that same charity.
Final words of advice: Don’t confuse PR with sales or copywriting for advertising. Public relations is essentially investing in strategic relationships to help you create a stronger brand while understanding and leveraging your own stories.
Be a community champion: Online searches will find a company that gives back to the community. This builds reputation and credibility, and increases the chances that traditional media will find your good-news stories.
Robyn Quinn is an award-winning storyteller. A public relations entrepreneur and small business owner of Big Bang Communications, she is happiest when her clients shine in the spotlight.
