When I first started my career in PR 18 years ago, I had graduated at the top of my class, was recruited by the largest PR firm in San Francisco and had my senior thesis published in an industry magazine.
But when the day came that I had to start contacting the media for the agency’s clients, I was shaking-in-my boots terrified.
Palms sweaty, heart beating so loud I couldn’t think, and memorizing scripts, facts and figures over and over again so I wouldn’t make a mistake.
I was representing really large clients and didn’t want to ruin their reputation, and I was going to talk to hardened, cynical reporters who get pitched hundreds of times a day by more seasoned pros than a recent graduate like me.
“They’re going to think I’m ignorant, stupid and wasting their time.”
“They’re going to eat me alive,” I thought.
If you’re an entrepreneur, mom or small business owner doing your own PR, that may be how you’re feeling. If you’re fearing doing your own PR because you might face a grumpy reporter or be rejected by a blogger, chances are, you are stuck and not trying to get any publicity at all.
Which would be a shame.
If you believe, truly believe, in your product, service or gift you have for the world then there are customers waiting to hear from you, and would buy from you – if only they knew about you.
Getting buzz outside your sphere of influence means you need to step out of your comfort zone and reach out to people who don’t know you. Like reporters and bloggers. Who will then tell their readers and subscribers about you. Who may buy from you and recommend you to their friends. And so on.
Sometimes, it can take just a few minutes to get your first media hit, like Janet Esposito, in a PR case study I covered a while back.
Let me offer you Three Mindsets to try on, when doing your own PR that might just help you get unstuck and getting your business the publicity it deserves.
Mindset #1: Think Partnership – believe it or not, the journalist or blogger needs you as much as you need them. In this day and age of content-hungry blogs and short-staffed publishing houses, media are always looking for a good story. Sometimes they just don’t have the resources to find you.
Especially your local press and if you just look around, there are a ton of opportunities in your backyard. See my post on How to Build Your Own Media List. Remember that your local press’ mandate is to cover local companies and personalities. They will choose YOU over a competitor 1000 miles away!
Mindset #2: Don’t take it Personally – yes, you will be rejected even if you have a killer story, the right reporter, the right publication or the right blog. Here are a few reasons why:
• the editor just ran that story two months ago (on your competitor)
• you’ve missed the deadline because they start working on their Christmas issue in August
• they have an editorial calendar and your story does not fit into this month’s theme (but it may down the road!)
• the blogger or editor is having a bad day and is not really in the right frame of mind (think about what you’re like when you’re having a bad day)
Which leads to:
Mindset #3: Be Persistent
Like anything in life, you get what you put into PR. If you don’t get immediate results, learn why your pitch didn’t work and make it better. If your pitch is fine, just pick up the phone and keep calling or emailing other reporters and publications. The more you contact, the more momentum you’ll gain.
Sometimes you’ll get nothing for weeks and then 3 stories hitting at the same time. It can be a numbers game, really.
And celebrate small milestones too.
I once got coverage for one of my companies in a free newspaper. A month later it led to coverage in a national magazine. We got thousands of dollars in product orders. And six months later, I was contacted by a producer for a national TV show. When I asked her how she heard about us, it was from that free newspaper I thought nobody read. She had kept the clipping in her file.
Don’t underestimate the power of a little publicity. It goes a long way in building your brand, establishing you as a leader in the marketplace and generating awareness and sales for your company.
What mindset would help you get some buzz going for your company?
Image beautiful girl full of thoughts from Crestock Photos
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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Wow, really good useful advice! I think I’m going to follow you on Twitter. You know your stuff. You go girl,
Thank you! I look forward to getting to know you on Twitter – you can follow me at @ElenaVerlee
Thank you for sharing. I’m a PR DIYer and sweat bullets at the thought of pitching in person or phone calls. Frightening!! Your post helped develop a paradigm shift for me. Again, thank you for your straightforward, practical advice displaying authenticity. Look forward for more insightful posts.
Thanks Ros! My goal is for entrepreneurs to “just do it”! I know that once small biz owners experience the power of PR, you’ll be hooked with the results and like learning anything new, it gets easier as you do it. Can’t wait to hear more from you!
I think truely believing what you are doing goes a long way to overcoming the fears that you talk about.
.-= Gordon Stewart´s last blog ..Developing Backlinks for Small Business Owners – Part 2 =-.
[...] Verlee authors a site that is high on my go-to resource list for all things PR. Her Three Mindsets to DIY PR post offers a great deal to consider. Oh, and don’t skip the great tips on how to build your [...]
Here is a one more tip to add to this discussion.
When dealing with reporters, treat them as you would treat your very best customers. You want to make it easy for them to appreciate why your story is timely, newsworthy, relevant, interesting, local and a perfect fit for their readers, listeners, or viewers. By attending to those needs first, your own interests will be served. Pay attention to the media outlets that are important to your message, and you’ll be on the right path to earning the attention you seek!
Great tip Nancy, thanks for stopping by and sharing!
As a former (and still part time) crusty reporter, I can attest to Elena’s techniques. Hey, they worked on me!
Now I also work in communications often, and what she’s alluding to, especially in the 3rd tip, is that journos are under the gun constantly to produce –but produce a certain “type” of story. So, yes, they will be gruff and may be even nasty if they think yours doesn’t fit.
So the best prescription is to “hand it to them on a plate”. Ensure that they can write the story easily, that it has a good (and clear) angle (have a couple in mind, in case the first one has already been done), and that all the requirements are set up for them, i.e. pictures, contacts, information confirmation numbers, etc. Since journos are always in a hurry, the most important thing you can do is relieve their problem — the more they have to work for it, the less likely you’ll get a hearing.
Good luck to all
Tony Wanless
Tony, sorry for the late reply – I’ve just moved my whole family back to Vancouver! Great tips here about handing stories “on a plate” – I help clients make sure they are ready with what reporters will ask for, BEFORE they are asked for them! Thanks for stopping by and see you soon!
I really needed to read this today! I am a ultra-small business owner with absolutely no marketing budget, so PR is strictly DIY until I get going. Yes, I am quaking in my boots over what I know I need to do and I keep finding reasons I am not yet ready instead of just diving in. Thanks for the push in the right direction! My next goal is to be able to afford your course!
Thanks Susan – keep in mind that your clients are looking for you! Let them know you exist! Best of luck in your efforts and let me know how it goes.
I have been asked by the figure skating club I compete for to help them with their PR. Mind you, I know nothing about PR. So, in searching for something to give me a clue about what to do I came across your blog and this post. The idea of calling reporters freaks me out! You post is so helpful (and glad to know I am not the only one scared to contact reporters/editors). I have subscribed to your blog and look forward to more posts to help me.
Kristina – they are just people like you and me, and they are looking for a good local story! Thanks for subscribing and good luck with your pitches. Here’s another article that may help you http://prinyourpajamas.com/pitching-to-media-on-the-phone/
I like your advive you got some really deep stuff, people can do it they got to relax understand the industry and keep on pushing.