Press Releases are only one way to target the media. Why not think about...
Press Trips:
There is nothing better than enabling a journalist to experience first-hand what you have on offer. This enables them to develop their own exclusive story, to ask questions and see behind the scenes. There is a cost to the business, but the value of the coverage you can receive would make it worthwhile.
A few things to think about:
- Before hosting journalists, check they are writing for the type of publications that would reach your target customer
- Ask about their distribution – have they got a good reach? (circulation and distribution)
- Ask what type of story they are writing so you know it is in keeping with your key messages.
- Ask them to guarantee you coverage, and check they have a commission.
- Where possible, ask to see the article before it is published in order to check the facts. They will be precious about editorial control so you have to appreciate that what is produced will be at the discretion of the journalist.
- Make sure all your staff know there is a press trip, as you want to make sure they give a warm welcome and first class experience.
- Provide a press pack, with details about your business, latest news, information on Thanet, images, and your contact details, so they have all the information they need.
- Make a special effort – think about providing goody bags, behind-the-scenes tours or an exclusive activity.
- Promote the whole area; if a journalist thinks there is a lot to see and do in Thanet, they are more likely to write an overall positive piece. They may even think of writing several features or coming back.
- Create an itinerary by working with other local businesses, so that a journalist can experience the whole destination.
- Take their contact details and add them to your press list; you can then tell them about any news in the future.
Press Events:
These are a great way to launch a new product or service, or build a positive profile of your business.
A few things to think about:
- What do you want to achieve from an event and who do you want to target?
- A suitable location and timing for your event, so it is easy and convenient to attend
- Your invitation list; do not just invite the media, but also key local ambassadors, who could help spread the word about your business. Follow up a week before the event with a phone call to remind people.
- Make sure that anyone representing your business is well prepared and highly professional.
- Networking – you need to create a buzz and interact effectively with everyone for the best results.
- Creating a wow factor – do something different or special that will get people talking. Give them something to take away and remember you by.
- Buddy up with business partners and hold an event together.
- Follow up – it is all about developing relationships for the future.
