May 4, 2012 1 Comment
You know what it’s like, you have your list (which you’ve either put together on your own- spending a lot of your time, or you’ve purchased one, spending a lot of your money) and you’ve practiced your pitch. Now it’s time to pick up the phone and start making the calls. Off you go trolling for clients, hoping to turn a cold call into a warm prospect into a paying client or customer. It’s not easy. It’s actually one of the toughest parts of business. Keeping the pipeline filled with warm prospects is never an easy task, and cold calling is only one approach. What if there was a way to get prospective clients to call or email you? A dream? Nope, it’s possible.
Media relations is a unique form of marketing. Unlike advertising or direct marketing, with public relations you can’t pick and choose specific outlets and dates that your story or segment will run – that is the challenge of PR. Yet, on the other hand, when a news story does run on you or your business, you are positioned in a unique and powerful way. A feature in a magazine or newspaper or a segment on TV or radio positions you as an expert and positions your company or product as a news story. That type of coverage offers you validation and credibility that no amount of advertising can buy. With PR you reach your target market and build your brand via the media.
Now combine traditional public relations with a social media approach. The lines between traditional PR and social media are blurring. Land a story in a traditional magazine or newspaper and chances are that media outlet will have an online presence. With that one move you’re suddenly edging closer to the social media world. All you need to do is tweet the link or post it on Facebook and there you go, a traditional media campaign has now melded with a social media campaign. On the other hand, an interesting social media campaign can grab the attention of a magazine, newspaper or TV show and a social media phenomenon can become a mainstream news story. It’s a two way highway and one that if worked well, can be an amazingly effective approach.
Marketing-wise, social media is opening new worlds of possibilities. By combining your social media strategy with a traditional PR campaign you can create a powerful two-pronged approach which results in more followers, more buzz, more customers and more business. Also social media is a great example of how people can create conversion through conversation. It is also an avenue that can be used to transform public relations into personal relationships in order to build and grow a brand and a business.
The best part of this blended approach to marketing is that instead of you making cold calls to interest prospects, suddenly the phone rings and emails show up from prospects wanting to talk to you. That’s always a nice conversation.
Copyright © Anthony Mora 2012