Are you an authority in your field and do you want to get into the publicity as an expert with your new book, service, product or event? Free publicity is a powerful way to get into the spotlight, reach your target group and increase your expert status. Do realise, however, that free publicity cannot be forced and that it takes a long haul. After all, it requires regular attention and action.
In practice, I often come across experts who work very hard on a book or a new product, but then think that - when the book or product is ready - the media will be queuing up to cover it immediately. Or the up-and-coming author thinks the publisher is going to make sure their book will be discussed at the table of Pauw or Jinek.
Well, then I must help you out of a dream... if only it was that simple....
So how does publicity work?
Your first prio is to think carefully beforehand about your publicity plan, strategy and what you want to achieve with it. Of course, you can do your utmost to get to the table at RTL Late Night or Jinek. That sounds nice and sexy, but if your target group doesn't watch Humberto or Eva, it won't do you any good. So think carefully about what your target group is and with which media you can reach them. There are many possibilities; local, regional, national, radio, television, newspapers and trade magazines.
Publicity through newsworthiness
Find your newsworthiness! Newsworthiness is the most important condition for media attention. Therefore, think about your story and what is special about it. Can you connect to a current event? Think about what your core values are as an expert. What is the common thread in your (company) story? Once you know that, build a publicity plan around it.
In doing so, you can cover different aspects. Sometimes you choose to come up with 'soft news'. For example, about why you employ someone distant from the labour market. And the next time you write an opinion piece calling on the UWV to make it as easy as possible for companies to give vulnerable employees a chance. The important thing is to focus on what your company stands for and make this recognisable in text and images. When you start thinking about these issues, you will come up with surprising insights and ideas.
Publicity is a marathon
In any case, what you need to remember is that free publicity is a marathon and not a sprint. By that I mean: it is something you have to train a lot for and keep the long term in mind. To achieve optimal results, you will want to knock on the gate (of the journalist) more than once. Make sure you keep seeing the big picture, even if not all your press releases get published immediately. Besides, once an article or opinion piece is posted, it pays off! For inspiration, check out this tweet from senior consultant Magdeleen Sturm of Lysias Advies:
What is your strategy for reaching the media? Have you thought about how you want to approach the media? And how you can actually reach them? Well, if you want to use me as an experienced journalist and publicity expert to...
- take a look at your opportunities in the media
- explore where to pick the low-hanging fruit for you
- Hearing what your newsworthiness lies in
- how to approach the press
- Which first step it takes to take action,
Then make an appointment and book a strategy session!
Linda Graanoogst, publicity coach and founder of ‘Blooming publicity’
