It’s not only the music industry that has been stood on its head by the internet. The worlds of publishing, film and TV are also reeling. In this brave new world, artists either have to become marketers, or they have to hire PR and marketing firms to handle their promotional needs for them. Particularly in the fields of art and entertainment, marketing cannot be looked at as a luxury. Marketing, particularly media relations, is a necessity.
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If you’re a savvy business person, you understand that an economic downturn is precisely the time you can have a greater impact and get a bigger bang for your marketing buck.
A self-published author’s real struggle has to do with distribution and marketing. When it comes to media relations, if you do it right, you can play in the same ballpark as the majors.
Pitch your book and you have a certain number of stories and media hooks. Pitch yourself, your life experiences, your anecdotal stories and your book and you’ve suddenly broadened the bulls eye…
Even if you are publishing with a major house, approach your book’s PR launch as though you’re self publishing your book. Don’t expect your publisher to do the work.
There are countless ways in which you can effectively utilize copies of articles or tapes of programs you have appeared in. This media can be like gold if utilized properly.
You never know who is going to see or read a particular story, and if you don’t do the interviews and utilize your press, you never will.
Press coverage, whether large or small, can all be used to help build a powerful and effective media campaign.
Whether a particular story elicits a negligible response or a huge response, you still need to work it.
If you’re creative, you can turn an initial media opportunity into ongoing press coverage.
You want the media to understand that you can help meet their needs by giving them interesting stories. You are not going to make your story more interesting to a newspaper editor or TV producer by threatening to take your story to his or her competitor.