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PR 101: Growth Hacking With Publicity

Learn how to be your own publicist to help you achieve your goals.

PR 101: Growth Hacking With Publicity

Learn how to be your own publicist to help you achieve your goals.
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Who am I? Why did I create this class? What to expect? I answer these questions.
To understand the end goal, you have to understand what publicity truly is and why it's important for your business.
The term "free publicity" is misleading. Nothing comes for free. The companies most frequently quoted in the news spend a lot of time crafting and pitching their stories to generate their own publicity.
If you were to take a journalism 101 class, you would learn what makes the news. This is important because most companies want to talk about who they are and what they do, but that's not how it works. To generate publicity, you have to understand what makes news and how to fit your story within that context, accordingly.
I believe in learning by doing. All the assignments are practical in their approach.
If you want to get better at generating publicity, the best thing you can do is review the news. What is getting covered, why, and how can you use it to spark creative ways for you to generate publicity for your company, product, or service.
Now that we've looked at other companies and their news, let's focus on your company.
Who is your target audience? Where do they go to make informed purchase decisions? Who is writing articles on similar companies? These are the key questions to answer as you develop your publicity plan.
Most small businesses get caught up in writing a press release and trying to distribute it for SEO. That may not be the best strategy.
The news media shares stories in a very specific way. You can and should use the same format in crafting your pitches to the media.
I share some pitches I've used for my clients to give you an idea of format and tone.
I offer some pitch tips shared by actual reporters.
Sometimes your initial pitch to the media doesn't generate a response. Here are some helpful tips for following up.
The lesson here is in the title. It's the recap. A quick overview of what we've covered.

“Contrary to common belief, the most effective way to build a brand is not by spending millions on advertising, but by finding a clever way to keep your name in the press.” -Barbara Corcoran, "Shark Tales: How I turned $1,000 into a Billion Dollar Business."

Publicity isn’t just for celebrities. Small businesses can use publicity to generate awareness of their company, products, and people to subsequently increase sales.

What will you learn in this course?

  • You'll learn what makes the news.
  • How to identify the right reporter,
  • How to craft your story and insider tips on how to pitch it to reporters, bloggers and television show producers to secure stories in newspapers, e-newsletters, blogs, and even television.

Who should take this course?

This class is ideal for, small business owners interested in helping boost their sales by generating awareness of their companies, products, and/or services among their target consumers.

Who am I? Why did I create this class? What to expect? I answer these questions.
To understand the end goal, you have to understand what publicity truly is and why it's important for your business.
The term "free publicity" is misleading. Nothing comes for free. The companies most frequently quoted in the news spend a lot of time crafting and pitching their stories to generate their own publicity.
If you were to take a journalism 101 class, you would learn what makes the news. This is important because most companies want to talk about who they are and what they do, but that's not how it works. To generate publicity, you have to understand what makes news and how to fit your story within that context, accordingly.
I believe in learning by doing. All the assignments are practical in their approach.
If you want to get better at generating publicity, the best thing you can do is review the news. What is getting covered, why, and how can you use it to spark creative ways for you to generate publicity for your company, product, or service.
Now that we've looked at other companies and their news, let's focus on your company.
Who is your target audience? Where do they go to make informed purchase decisions? Who is writing articles on similar companies? These are the key questions to answer as you develop your publicity plan.
Most small businesses get caught up in writing a press release and trying to distribute it for SEO. That may not be the best strategy.
The news media shares stories in a very specific way. You can and should use the same format in crafting your pitches to the media.
I share some pitches I've used for my clients to give you an idea of format and tone.
I offer some pitch tips shared by actual reporters.
Sometimes your initial pitch to the media doesn't generate a response. Here are some helpful tips for following up.
The lesson here is in the title. It's the recap. A quick overview of what we've covered.

About the instructors

Robert Lynch

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Freelance public relations consultant with 22 years of experience publicizing small and mid-size companies, their products, and their people. I use the same techniques I learned my first day on the job: tell the right story to the right reporter at the right time. Lather, rinse, repeat. Specializing in thought leadership campaigns for B2B companies, PR for Startups, and new product launches for B2C companies.

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