A ROOKIE MISTAKE: THINKING YOU'RE ENTITLED TO EDITORIAL COVERAGE BECAUSE YOU BOUGHT AN AD

You've bought some ads in a publication and you've spent a good bit on them. So now you've got leverage. That publication has to give your company good publicity. You're entitled, right?

Stop now. . . because you're about to enter the editorial integrity zone.

Nothing offends a news editor more than hearing that you expect editorial coverage because you’re one of his advertisers — except maybe when you phone him to point out that you're an advertiser and the coverage his publication gave you should have been more positive.

There are plenty of “ADvertorial-driven” publications out there that will promise editorial if you buy an ad. Those are the ones you can influence with your buying power. You'll know who they are because they won't be shy about offering you ”a story” if you buy an ad. But it's very important to understand that their business model is not the same one being used over at the daily newspaper. We're talking entrepreneurs and marketers versus journalists. And journalists have a code of ethics when it comes to reporting the news.

If you want your news covered by your local paper or TV stations, you need to present it to them as news. News editors separate editorial and advertising.

Sure, somewhere in the back of their stressed-out brains they may be mindful that you're an advertiser. They may even recognize that your ad buy is essential to their financial well-being.

But they're honor-bound not to put that into their thinking process when they are determining which information is “newsworthy” and how they should report on it. And, remember, nothing gets them more upset than someone who implies that their editorial judgment can be bought.

Getting good publicity begins with being professional and knowing how to approach the press. Don't get off on the wrong foot by making a rookie mistake.

HOW TO MAKE THE BEST CHOICE WHEN SEEKING PR HELP

Penny wise and pound foolish. It's an old saying that has found new meaning when it comes to PR.

Here's an analogy: You're on trial for your life. Do you invest in a  lawyer with a track record of thinking strategically --  someone who understands how past court decisions can influence your case and knows how to navigate the tricky waters of the court system? Or do you save money by hiring someone who's hung around the court house for a while and seen other people win court cases? In court, it's your life. In PR, it's your business and your image.

PR is the pursuit of the free publicity that will do you the most good. That means editorial coverage in the media that are most likely to be seen by your potential customers.

PR's not just about writing a press release and sending it out into the world. 

Are you trying to influence the media to write about you? Or are you planning to use social media to get your news out? We're in a transitional time and the vehicles you use to reach your audiences vary. Before you hire anyone to do PR -- especially the lowest bidder -- ask some questions and be sure they understand how to reach the audience you most want to reach. 

Here are some of the most basic questions you should ask:

What will my press release look like?  Anyone can write a press release, right? Wrong. Professionalism counts and clear, concise and news-focused writing is important. Press releases that read like ads end up in the trash can in most newsrooms. Find someone who knows how to write a focused, professional press release and you'll capture press interest. Use someone who thinks a release is just ad copy and you're likely to leave the media with the impression that you don't need to be taken seriously.

What contacts do you have? Sending out a release is just the first step toward getting good publicity. Will your release reach the right reporters and editors? It does no good to send a release to the editor of the features section when you have a business story to tell. And, if your release announces a local event, a financial reporter isn't your target. 

 
What results do you expect? Will your release go out on the appropriate news wire and reach the audiences you want to reach? If you're trying to reach media read by consumers, a wire that targets business and industry media isn't right for you.

 
Will your release be constructed to attract search engine crawls? Internet exposure can extend your release cost-effectively. But, it's not just about keywords. Done right, the integration of keywords will optimize your chances of showing up on page 1 of a Google News Search. But your release also has to be crafted to engage readers after the search engine delivers you to that first page.

Professionalism, strategic thinking and accountability. When you hire someone to handle your PR, know what you're buying and don't be penny wise and pound foolish. 

SMALL BUSINESS OWNERS: LEVERAGE YOUR EXPERTISE TO GET PUBLICITY

Own a small business but can't afford to advertise? Good publicity is the best way to communicate your marketing message and capture the attention of potential customers.  If you're lucky, a reporter will stumble upon your business and determine it's newsworthy. 

But, it's more likely you'll have to work to get the media spotlight to shine on you. If you haven't got the resources to hire a PR firm to work with media on your behalf, you'll have to leverage your expertise by making yourself available to media as a "source." 

You know your business and what's happening in your industry. You should know the trends and what the top gurus in your industry are saying. And you should be aware of  how people in your town view your type of business and your competitors. 

Get to know the media who cover your industry. From time to time, they'll need background, insights or confirmation on industry news. They'll need a source who's accessible and knowledgeable. 

Be generous with your time. Be low-key in the promotion of your company and your pursuit of publicity.  As your name appears regularly in stories as the "expert" commenting on your industry, consumers will  become more aware of you and your business — and they'll come to you next time they want to buy. 

BIG IDEA. BIG RESULTS.

When new owners took over a faded IMAX movie theater, they needed a big idea to draw positive publicity and crowds.  The idea needed to connect to their business and to Myrtle Beach. It had to draw media attention and  appeal to both locals and the 14 million tourists who come to Myrtle Beach each year. Solution: Drawing inspiration from the movies that would open on the theater's first day — as well as Myrtle Beach's most famous amenity, the beach — we commissioned a 100-ton, 30 foot long, 15 foot high sand sculpture of a scene from the first movie that would be shown in the new theater. Results: Local, national and regional publicity. Instant crowds and attention. 10,000 tickets sold during the theater's first three days. "Best Theater Launch Award" from the Giant Screen Cinema Association. 

WE SPECIALIZE IN PR THAT DELIVERS

We love coming up with big ideas. We enthusiastically rise to the challenge of figuring out how to stretch modest and precious dollars into big publicity opportunities. We're proactive, high-energy and connected. Most of all, we're into getting the publicity you need to help you grow your business.  

Think  about it. . . You know you're being sold when you read an ad, but when you read editorial, you're more receptive to the message that's within. Editorial is simply better received and more influential. It's a no-brainer to make it part of your marketing mix.

Publicity is the most cost-efffective marketing you can do. Whether it's communicating your message to consumers through traditional media or engaging your target markets via social media, we can help. 

Let us show you how  affordable and effective PR can be. We'll make you a believer!