52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.
OK, you’ve gotten your press release written. Now what do you do with it?
The whole point of a press release, also referred to as a news release, is to get media mentions. Editorial coverage adds credibility to your business, more so than paid ads which are, after all, paid for. But if a horsebiz is written up in a newspaper, featured in a magazine, interviewed on TV or radio – not only does it get your equestrian business in front of potential customers, it adds that invaluable third-party credibility, which says that your horsebiz was worthy of attention. And not attention you purchased.
Don’t get me wrong, advertising has its place in a well-rounded marketing strategy. But today we’re talking about getting media coverage. So how do you go about getting that media attention? It’s ironic that this is today’s topic, because a few hours ago I was contacted by an about-to-launch new business, that had hired a writer to write up a news release for them, but then they didn’t have a clue what to do with it or how to send it out. If you find yourself in that situation, there are a few ways to go:
- If you decide to do it yourself (DIY), there are plenty of ‘how to get publicity’ books you can browse through in the library or your local bookstore for ideas and help; you can also read my May 2011 case study about the Horse World Gives Back PR campaign for some tips you can put into practice. If you don’t have experience contacting editors or producers, you might want to read this post about working with editors to get some tips.
- If you decide to hire a pro, you can go with a press release distribution service (there are a variety of them now online), or hire a publicist who’s knowledgeable about your industry or market niche; a good publicist that understands your business and marketing objectives can help you target your press release and distribution strategy for the best chance of media mention success.
As for what are the ‘right’ media outlets, well, that depends.
Think about who you want to reach, and what type of story you want to tell them. Do you want potential riding students to know you’ve just been voted as ‘instructor of the year?’ Or maybe your news is about a horse/rider team that your company’s just decided to sponsor…the point here is to think over what your story angle is, and to reach out to the media source(s) that are most likely to be interested. And don’t be afraid to start small and work your way up, since many media outlets monitor the competition (including local outlets) to see what they’re reporting on.
There’s both science, and art, in a good public relations campaign. When content, timing, and the right avenue align, it’s that ‘sweet spot’ that results in great media coverage for your horsebiz.
We’re now into the second half of the 52 Fridays series – do you have a success story or marketing tactic inspired by the series you’d like to share? Post your thoughts via the Leave a Comment link below. See you here next Friday for 52 Fridays #30!
Read other posts by clicking on the Sort Posts By Topic dropdown menu to the right and selecting a category, or you can select 52 Fridays to read posts #1 through #28.