Small Business PR is Episode 69 of This Old New Business weekly business podcast with Jeff Korhan.
Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.
Build Your Owned Media Hub
Getting the attention of journalists is an ongoing process that requires an investment of time.
Gini Dietrich recommends building an owned media hub that validates your expertise and authority. This should ideally include a multimedia content mix that includes a blog, podcast, video channels and republished guest articles that you have authored.
Journalists are always searching for experts. Your owned media will attract leads and serve as proof of your expertise when you are reaching out to journalists. Whenever you are published in other media outlets, be sure to have that content link to your owned media hub. See Key Take-Aways below for more on this.
How to Reach Out to Journalists
You can find journalists on Twitter or LinkedIn, but one of the best ways is to simply Google a topic or category to find journalists that are writing on topics relevant to your expertise.
Your pitch to them should be short, but more important, it must be personal or it will get quickly deleted. It just takes a little bit of research to do this right.
When you contact a journalist, mention you noticed he or she has written about a topic relevant to your expertise, and cite the source. Then simply share a few thoughts that build upon the subject matter, potentially for creating a follow-up piece.
Close with a simple call to action, such as, “Let me know if you are interested in more.”
Gini Dietrich says the key to PR is being honest and respectful to make human connections that may develop into mutually beneficial relationships. Listen to the audio to learn her recommendations for discovering the publications and media outlets that are right for you, and how to use analytics to best allocate your resources.
- Gini Dietrich says one of the most overlooked PR practices is not getting a link from press coverage to your primary website or owned media hub. Do not be afraid to ask for this link because it provides a valuable SEO boost. If necessary, point out to the journalist that it benefits them too because of your authority on the subject.
- You can connect with Gini and learn more about her work at SpinSucks.com