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I BET MY ARTICLE CAN BEAT YOUR AD |
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| Grab More Leads And Knock A Few Zeros Off Your Ad Budget With A Media Relations Program. What's the value of one full-page ad in the trade publication your prospective customers read most? Just throw out a number... $5,000? $7,500? $10,000? Chances are, if you advertise in that key publication, you know all too well the exact dollar value of one page. But what if you could get the same space in that same magazine for a fraction of what you pay now? By developing a consistent media relations program you can land an article or case study in a publication for far less than what you'd normally dish out for ad space. The only cost to you is the time it takes to develop a good story, pitch it, and follow up with editors (see "Grabbing An Editor's Ear" below). And get this – editors at these publications are actually eager for relevant product information that will interest their readers. Convince the folks at the magazine that your product can increase productivity, reduce downtime, or lower operating costs and you're in. And the best part is, it doesn't cost a dime of media space! Don't get us wrong. Advertsing will always have its place in a well-rounded marketing communications plan as a valuable image building tool. But dollar for dollar, when it comes to lead-generation and cost efficiency, nothing packs the wallop of a good media relations program. Grabbing An Editor's Ear. Believe it or not, getting publicity isn't terribly difficult. Trade magazines are in the business of attracting subscribers. To do this, they must provide information and stories that are worth reading. Editors are in charge of finding those stories. And although most editors are very knowledgeable about their specific industry, they rely on insiders to alert them to newsworthy stories. Sending a one-page summary of your story is typically the first step. Whether you explain how your product is setting a trend, describe a new innovation, or detail how you solved a unique problem, editors are hungry for stories. What makes a good story? In a word, newsworthiness. Your story must be timely, relevant and, most important, of value to readers. The worst thing you can do is waste an editor's time by pitching a story that';s not newsworthy to their publication. Do it enough and anything that comes across their desks from you will get placed in the circular file. Following up on your story pitch is the second step to getting ink. Editors receive hundreds of story pitches each week and, though they may like yours, a phone conversation won't hurt to refresh their memory and clarify the value of your story to their readers. So you call and the editor likes your story and wants to run it. Gold star for you! But, um, who's going to write it? Some trade magazines prefer to have their staff write the article. Put this editor on your holiday gift list. He's saving you a boatload of time. Provide contact information and access to company personnel or customers who are pertinent to the story. Also make sure you request the right to review the story for accuracy before it's printed. Other publications may ask you to write it. (Gulp) “Me no write so well,” you mutter feebly. Don't worry. This isn't a Pulitzer Prize contest. If Hemingway wrote his stories from a bar in Cuba, you can write a two-page article with a PC and a few cups of coffee. Don't worry about style. Just supply the basic information. The editor will handle the rest. Once your article is printed, take advantage of the publicity. Get reprints or e-prints (an electronic version in PDF format) and spread the word. Send it to current customers. Show it to prospects. Post it on your website. And always share it with company employees. After all, they're the ones that created the product that made it all possible in the first place. |
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