Traditional public relations (PR) is still one of the most powerful and cost-effective tactics that brands use to get attention and build a business. It may not be the latest and greatest shiny object to chase after, but it is a proven and time-tested option.
Today’s guest is Megan Bennett, CEO of Light Years Ahead. She focuses on managing clients and exceeding their expectations. Megan has helped all kinds of clients get press coverage and measure effectiveness connected to sales and revenue.
Some of the highlights of the show include:
- Why do PR and media relations still matter? Best bang for marketing buck
- Why should you invest in such tactics? Puts product, brand, message into media
- Challenges: Self-promoting companies and cutting through competition clutter
- Affiliate Program: Incentivize the media to cover your brand, make a commission
- How do you find writers/editors who care? Stay in touch and stay current
- PR Promise: Megan can't guarantee ROI, but can guarantee brand awareness
- Case Study: How KC Cattle Company’s Wigya hot dog broke the Internet
- Don't have money to hire PR agency? Know your audience, subscribe to service
- Next Thing To Do: Write a really good email pitch with compelling subject line
- Maturing Media Relations: Reach Out and don’t take ‘no’ for an answer
- Scrubbing Lists: Target right reporters/editors by beat, geography - Google them
- Be persistent, not annoying or repeatedly pester people who aren’t a good target
- Keep pushing and sending pitches for more coverage from relevant targets
- How to write a pitch: Identify story and angle, then tailor it to your media contact
- PR Pressure: If hiring an agency, consider chemistry and feeling comfortable
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Quotes from Megan Bennett:
“Once you get one good media hit, it helps to build brand awareness, so that consumers know about you.”
“You have to find a way to make your brand stand out from the rest when you're telling a story to the media.”
“Keep shopping around until you find people that you feel are really going to be passionate about your brand and want to help grow with you, not just take your money.”
“Find ways to spread the word because that’s what’s going to give your brand the credibility to move forward is the public relations and the media reviews.”