The Perfect Pitch
The perfect pitch is often just right under our nose.
I’ve pitched everything from interesting office pets to corporate recycling initiatives to a CEO’s dance moves to history behind turn of the century office buildings. You’d be surprised at how many interesting facts and organizational advantages those “down in the trenches” tend to overlook.
Given the majority’s established biased of “there’s nothing interesting about me”, it can be extremely helpful to get a couple outsider’s perspectives about what makes you or your company unique – your hidden competitive advantages.
Recruit a small focus group (okay, fancy talk for your friends and fam) and ask them “what are the three most interesting aspects of [my] organization?” When facilitating the discussion, don’t let them think to long about their responses– encourage them to just shoot form the hip.
Here are a few questions to get the “what can I PR” brainstorm going:
Secret to Good PR
Clients often tell me they can’t do PR until they are “good enough” or “at least as good as Company X”.
That’s simply not true.
One of the key components of publicity-worthy material is that it’s unique – it’s not like Company X and those distinctions are often what makes it so great to pitch.
When you hit the “I’m not good enough to land press” wall, concentrate instead on what makes you or your organization unique?
PR is Like Sales (ugh!)
PR is all about connections – but not the shallow, spammy used-car-salesman techniques we all hate.
PR is about real relationships and those don’t happen overnight.
Given that PR is so similar to sales, and that you may be stuck selling yourself (like with a personality driven brand), some find it easier to work through a PR consultant.
As a PR Consultant, I’ve had the privilege to work with many clients that just (seemingly) couldn’t break through the PR scene until a third party got involved. Then they started landing media ops like crazy.
Most public relations professionals have an extensive network of established relationships – much greater access than most entrepreneurs will start out with. These specialized professionals work with the media on a regular basis and can often identify unique advantages and powerful pitches involving your story in a more objective manner.
Everyone can get good publicity, it just takes a little creativity, a lot of effort, and the right strategy. When faced with the “I can’t land headlines” syndrome, consider bringing in third parties, whether it’s simply an informal focus group or public relations consultant. Having a more objective perspective on what makes your career or company unique can yield dividends in the long haul.
Learn more public relations strategy by enrolling in Hannah’s DIY Marketing & PR for Busy Professionals online course. Graduate from this all-inclusive educational experience with a top notch marketing and public relations strategy along with the nitty-gritty know how to execute in a way that gets RESULTS. Visit: www.mprcourses.com for more information.
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