Making the News

Jill Lublin, www.jilllublin.com

“In public relations, your job is to define your expertise to the media,” advises Jill Lublin, co-author of Guerrilla Publicity and author of Get Noticed … Get Referrals. “One of my clients is an industrial designer for corporations—interesting, but not exciting. It turns out he runs his successful company as a ‘virtual corporation,’ so he became an expert on that topic. That caught the media’s attention, and he has been featured nationally in newspapers, radio and television.” Here are Lublin’s key points to remember in using public relations:

1. Be ready to define your business concisely. Prepare a 30-second introduction that includes your business, your name, and a benefit of doing business with you.

2. Know who your public is, and target your audience. Yes, the universe can be your audience, but it’s very expensive to market to. Define your audience with demographics.

3. Tell your story. Why would someone want to do business with you? Find out what makes you the most interesting and relates to the largest number of people.

4. Write a press release that answers the who, what, where, when, and why of your story. A well-written, concise release with an exciting lead paragraph will increase your chances.

5. Send your release to a researched media list. Have as many names as possible that are relevant to your topic including business editors, features editors, columnists, and producers.

6. Follow up your release with phone calls. Have alternative pitches ready in case your media contact doesn’t like the first one. Be precise and to the point when leaving a message.

The media is accessible. We, the public, create stories. What you see in the news is about people like you and me. Read the paper you will be talking to, watch the television show, or listen to the radio program to see where you can fit in to make some news of your own.